Analysis Of Marketing Strategies Of Post Covid-19 Bromelia Ornamental Plants In Tamansari District, Bogor Regency

Adinda Lifstania; Abubakar Abubakar; Muhamad Rom Ali Fikri

doi:10.37676/agritepa.v12i1.6155

Adinda Lifstania Universitas Singaperbangsa Karawang
Abubakar Abubakar Universitas Singaperbangsa Karawang
Muhamad Rom Ali Fikri Universitas Singaperbangsa Karawang

DOI: https://doi.org/10.37676/agritepa.v12i1.6155

Keywords: Bromeliad, farmer, cultivation, marketing, strategy

Abstract

Purpose: This research aims to identify and analyze the main factors in Bromelia farmer production, formulate strategies, and determine priority strategies. Methodology: The research method used is descriptive analytical which is qualitative and quantitative. Primary data was obtained through interviews and questionnaires, secondary data through literature studies of relevant journals as well as BPS and local government data. Sampling was carried out by purposive sampling, the number of samples used was 20 people. Data analysis uses the Internal Factors Evaluation (IFE), External Factors Evaluation (EFE), Internal-External (IE) Matrix, SWOT Matrix, and QSPM Matrix. Results: The results of this research show that the main internal factor is that the location/village is already famous for its plant symbol. ornamental with a score of 0.42 and the main external factor is the demand for Bromeliads to date due to price stability. Finding: the potential for ornamental plant centers in Tamansari District, as well as price competition between farms of different plant types with a score of 0.341. Novelty : The resulting priority strategy The QSPM matrix with a STAS value (5.69) is to expand the reach and introduce Bromeliad plants to be able to collaborate with stakeholders. Type of Paper: Identifisuch as a research article.

Downloads

Download data is not yet available.

References

[Anonim]. 12 Juni 2008. Budidaya Keluarga Bromeliaceae yang Minim Biaya. Florikultura: Vol.II edisi 12/Juni 2008 (halaman 22-24).

Badan Pusat Statistik.2021. Produksi Tanaman Hias Menurut Jenis Tanaman pada tahun 2021-2022.

Badan Pusat Statistik. (2020). Ekonomi Indonesia Triwulan II 2020 Turun 5,32 Persen.

Badan Pusat Statistik.2022. Luas Panen Tanaman Hias Menurut Jenis Tanaman pada tahun 2022.

Benzing, D.H. 2000. Bromeliaceae: Profile of an adaptive radiation. Cambridge (GB): Cambridge University Press. https://doi.org/10.1017/CBO978051156517 5

Damayanti, R. P., & Susanti, A. (2021). Antesenden Keputusan Pembelian Tanaman Hias Pada Masa Pandemi Di Surakarta. Jurnal Lentera Bisnis, 10(2), 172-181.

David, F. R., (2006), Manajemen Strategi. Buku 1, Edisi 10, Penerbit Salemba Empat, Jakarta. David, F. R. (2010). Manajemen strategis: Konsep. Salemba Empat, Jakarta.

David, Fred. R. (2016). Manajemen Strategik, Alih Bahasa Alexander Sindoro, Prehallindo, Jakarta. Gunawan, Cinthya Elika Putri. 2017. Analisis Strategi Bisnis pada PT. Omega Internusa Sidoarjo. Agora Vol 5 No 1.

https://www.bps.go.id/id/statisticstable/3/VEd4alYzcHFaakJwVUhOQlVVNTNjbEZqVGtKb1FUMDkjMw==/produksi-tanaman-hias-menurut-jenis-tanaman--2021.html?year=2021

Heni Is Sumayanti, Aliudin, N. (2020). Efektivitas Sistem Kemitraan. Jurnal Agribisnis Terpadu, 13(1), 37–57.

Jaffee, S., & Morton, J. (2019). Marketing Africa’s high-value foods: Comparative experiences of an emergent private sector. World Bank Publications.

Lizza, Arnofia. (2020). Banyak Orang Menanam Bunga saat Pandemi, Omset Pedagang Naik 70%. Blokbojonegoro.Com. http://blokbojonegoro.com/2020/11/02/banyak-orang-menanam-bunga-saatpandemi-omset-pedagang-naik-70/

Moleong, J Lexy. 2012. Metodologi Penelitian Kualitatif edisi revisi. Bandung: PT Remaja Rosdakarya Offset.

Nurcahyo,S.& Henny W. (2017) Pengaruh Country Of Origin, Perceived Quality Sepeda Motor Honda Jenis Matic Di Kecamatan Bantul. Jurnal Manajemen Dewantara, 12-24.

Puspita, A. D. (2024). Analisis Usaha Tani pada Pola Kemitraan Petani Tebu Rakyat Mandiri dengan Pabrik Gula Madukismo ( Studi Kasus di Kabupaten Bantul Daerah Istimewa Yogyakarta ), 1230–1244.

Puspaningtyas, D., & Rakhmawati, N. (2023). Peran Penyuluhan Pertanian dalam Meningkatkan Kualitas Hidup Petani di Daerah Perdesaan. Jurnal Penelitian Pertanian, 9(1), 23–36.

Rovil, et. al. 2012. Analisis Efisiensi Ekonomi Penggunaan Faktor Produksi Pada Usahatani Stroberi Di Desa Dolat

Rayat Kecamatan Dolat Rayat Kabupaten Karo. Journal of Agriculture and Agribusiness Socioeconomics. 1(1): 1-8.

Rohmadir Arif. (2019). Strategi Pemasaran Tanaman Hias Aglaonema (Aglaonema Commutatum) Di Desa Sidodadi Kecamatan Pekalongan Kabupaten Lampung Timur [Skripsi]. STIPER Dharma Wacana Metro.

Roza, S. (2011). efisiensi faktor produksi sri rejeki(Aglaonema). Paper Knowledge . Toward a Media History of Documents, 8–19.

Santoso, Tri Putra. (2013). Analisis Strategi Pemasaran Produk Kerajinan Sepatu Pada Ukm Galaksi Desa Ciapus. Bogor.

Siahaan, P.E., (2008), “Analisis Strategi Pengembangan Usaha Restoran Rice Bowl (Studi Kasus pada Restoran Rice Bowl Botani Square, Bogor)”, Skripsi, Fakultas Pertanian IPB, Bogor.

Sunyoto.2012 Dasar-Dasar Manajemen Pemasaran. Jakarta

Suprihati dan Wikan Budi Utami. 2015. Analisis Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Dalam Keputusan Pembelian Mobil Pribadi Di Kelurahan Gonilan Kabupaten Sukoharjo. Jurnal Paradigma Vol. 13, No. 01, Februari-Juli 2015

Purwanto, I., (2008), Manajemen Strategi. Penerbit CV. Ryama Widya, Bandung.

Pramono, C. J., Kunto, Y. S., & Aprilia, A. (2023). Peran Mediasi Brand Image Dan Brand Experience Pada Pengaruh Perceived Quality Terhadap Post-Purchase Intention Mixue Di Surabaya. Jurnal Manajemen Pemasaran, 17(2), 112–120. https://doi.org/10.9744/pemasaran.

Tinaprilla, N. dan Pratiwi, C. P., (2017). Menuju Agribisnis Indonesia yang bersaing. Departemen Agribisnis Fakultas Ekonomi dan Manajemen Bisnis IPB. https://agribisnis.ipb.ac.id/wp-content/uploads/2017/11/07-Netti-n-Rani.pdf