Mihardja, Sapta Ramdhana (2021) STRATEGI PENGEMBANGAN PEMASARAN BIBIT TANAMAN HORTIKULTURA ( STUDI KASUS DI KWT LESTARI MAJU KALURAHAN SELOPAMIORO KAPANEWON IMOGIRI KABUPATEN BANTUL PROVINSI D.I YOGYAKARTA). Masters thesis, Politeknik Pembangunan Pertanian Yogyakarta.
Full text not available from this repository.Abstract
ABSTRACT The purpose of this study was to determine the external factors, internal factors in the business at KWT Lestari Maju and the right strategy in marketing development. This research was conducted in Selopamioro Village, Kapanewon Imogiri, Bantul Regency from November 2020-June 2021. The research method used interviews and questionnaires. This study involved 30 respondents who were selected by random sampling. The analysis was carried out using SWOT. The results of the data analysis, the total score of the IFAS matrix is 2.52 while the total score of the EFAS matrix is 2.26. Furthermore, to obtain a strategy from the results of the study, it is then developed in an IE Matrix model that can be identified in the IE Matrix, namely cell V Growth and Stability which is designed for companies to expand market, production facilities, and technology through internal and external development. The SWOT matrix produces 7 alternative strategies which are then tested for the attractiveness of the strategy to respondents using QSPM. The priority strategy chosen in the W-O column is to increase the ability of individuals and groups in the field of online marketing by utilizing government support with a TAS score of 5.47. Counseling activities about online marketing through wa, ig, and fb were carried out using lecture, discussion, and demcar methods to increase knowledge 29.33% and skills 34%. Keywords: Marketing Strategy, Horticultural Seeds, SWOT
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | Jurusan Pertanian > Prodi Penyuluhan Pertanian Berkelanjutan |
| Depositing User: | Ririn Indriyati |
| Date Deposited: | 29 Dec 2021 02:45 |
| Last Modified: | 29 Dec 2021 02:45 |
| URI: | http://repository.pertanianpolbangtanyoma.ac.id/id/eprint/272 |
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