Sembiring, Pectric H (2023) Analisis Strategi Pengembangan Pemasaran Sayuran Hidroponik pada Usaha Mom's Dream Hydroponic di Kecamatan Tuah Madani Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

Text 174210255.pdf - Submitted Version Restricted to Registered users only Download (3MB) | Request a copy

Abstract

The business opportunities from growing hydroponic vegetable cultivation are very promising, especially to meet people's food and nutritional needs. The hydroponic pak choy and spinach vegetable business is a business that must be developed because vegetables are a supply of fiber and vitamins for human health. Able to overcome employment problems if managed well. This research aims to analyze: 1) Characteristics of entrepreneurs and the business profile of Mom's Dream Hydroponic. 2) Marketing of Mom's Dream Hydroponic hydroponic vegetables. 3) Internal and external factors that influence the marketing development of Mom's Dream Hydroponic hydroponic vegetables. 4) Marketing strategy for Mom's Dream Hydroponic hydroponic vegetables. 5) Priority strategy for developing Mom's Dream Hydroponic hydroponic vegetable marketing business. This research uses a case study method at Mom's Dream Hydroponic in Tuaha Madani District, Pekanbaru City, Riau Province. This research was carried out for 6 months starting from September 2022 to February 2023. Respondents were determined by census from 5 people including entrepreneurs. The data used in this research are primary data and secondary data. The research results show that the entrepreneur is 46 years old, has 16 years of education, 6 years of business experience, and has 4 family dependents. Mom's Dream Hydroponic vegetable business profile in Tuah Madani District, Pekanbaru City, Riau Province. Mom's Dream Hydroponic is classified as a small scale business which has capital assets of IDR. 115,000,000. The number of workers used is 4 people who come from workers outside the family. Mom's Dream Hydroponic has a green house area of 35 x 45 meters and has a number of plants for the pak choy vegetable commodity of 800-900 plants and 4000-5000 plants in one production. Having a trademark and being continuously available is one of the advantages that Mom's Dream Hydroponic has and the absence of online promotions and packaging size is only one weakness for Mom's Dream Hydroponic. What entrepreneurs and retailers carry out are sales functions, purchasing functions, transportation functions, cultivation functions, packaging functions, financing functions, risk bearing functions and market information functions. Marketing costs for hydroponic pak choy and spinach vegetables Rp. 182,000. Marketing margin Rp. 2500. Marketing profit Rp. 2,233.34. Marketing efficiency 0.15% and Farmer's share 75%. The results of the SWOT analysis show that the Mom's Dream Hydroponic business is in quadrant I, namely the SO (Strength and Opportunities) strategy, namely utilizing online media to increase marketing and create various sizes of product packaging. This strategy shows that this situation is very profitable for entrepreneurs by utilizing online-based sales with a STAS value: 7.25.

Actions (login required)

View Item