DETERMINING THE PRIORITY OF THE MARKETING MIX OF THE KUANTAN-II FRIED BANANA AGROINDUSTRY BUSINESS IN THE SUB-DISTRICT OF LIMA PULUH KOTA PEKANBARU USING AHP METHOD
The purpose of this research is to analyze the priority of the right marketing mix decision in the fan-fried banana agro-industry Kuantan-II. The research method for drawing samples was carried out by using purposive sampling technique. Data analysis method to analyze priority of marketing mix uses...
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| Format: | Article |
| Language: | English |
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BPFP Universitas Bengkulu
2022-03-01
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| Series: | Jurnal Agrisep |
| Subjects: | |
| Online Access: | https://ejournal.unib.ac.id/agrisep/article/view/16021 |
| _version_ | 1797679882356916224 |
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| author | Astrie Vita Maisari Rini Nizar Hamdan Yasid |
| author_facet | Astrie Vita Maisari Rini Nizar Hamdan Yasid |
| author_sort | Astrie Vita Maisari |
| collection | DOAJ |
| description | The purpose of this research is to analyze the priority of the right marketing mix decision in the fan-fried banana agro-industry Kuantan-II. The research method for drawing samples was carried out by using purposive sampling technique. Data analysis method to analyze priority of marketing mix uses AHP (Analytical Hierarchy Process) method manually using Excel software. Results of the priority research analysis of the Marketing Mix (Marketing Mix) in the Kuantan-II Fan Fried Banana agro-industry, it is known that: Producers or Business Actors of Kipas Kuantan-II Fried Banana must innovate because it produces the highest weight (0,522), the Marketing Mix must be done Producers prioritize products with the highest weight (0,361), compared to Price with a weight (0,310), Promotion with a weight (0,166), and Distribution with a weight (0,161). The sub-mix on product variables that must be considered by producers or business actors is product quality with the highest weight (0,477). Business actors should innovate on their products, considering the increasingly fierce competition at this time. Innovations such as starting to penetrate into e-commerce will make the reach of consumers wider in the current era of digitalization. In addition, business actors must maintain the quality of their products so that consumers always trust and do not switch to similar competitors. In the promotion variable, business actors should promote their company without always involving other agencies. Although promotion is the third priority in the marketing mix variable, business actors must continue to carry out promotions because with the existence of "promotions" old or new products can be known or known by consumers, especially consumers in the Pekanbaru area.
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| first_indexed | 2024-03-11T23:21:21Z |
| format | Article |
| id | doaj.art-4d8caed217d34d4f8855c1346330011f |
| institution | Directory Open Access Journal |
| issn | 1412-8837 2579-9959 |
| language | English |
| last_indexed | 2024-03-11T23:21:21Z |
| publishDate | 2022-03-01 |
| publisher | BPFP Universitas Bengkulu |
| record_format | Article |
| series | Jurnal Agrisep |
| spelling | doaj.art-4d8caed217d34d4f8855c1346330011f2023-09-20T13:29:22ZengBPFP Universitas BengkuluJurnal Agrisep1412-88372579-99592022-03-0121110.31186/jagrisep.21.1.69-84DETERMINING THE PRIORITY OF THE MARKETING MIX OF THE KUANTAN-II FRIED BANANA AGROINDUSTRY BUSINESS IN THE SUB-DISTRICT OF LIMA PULUH KOTA PEKANBARU USING AHP METHODAstrie Vita Maisari0Rini Nizar1Hamdan Yasid2Department of Agribusiness, Faculty of Agriculture, University of Lancang Kuning, RiauDepartment of Agribusiness, Faculty of Agriculture, University of Lancang Kuning, RiauDepartment of Agribusiness, Faculty of Agriculture, University of Lancang Kuning, RiauThe purpose of this research is to analyze the priority of the right marketing mix decision in the fan-fried banana agro-industry Kuantan-II. The research method for drawing samples was carried out by using purposive sampling technique. Data analysis method to analyze priority of marketing mix uses AHP (Analytical Hierarchy Process) method manually using Excel software. Results of the priority research analysis of the Marketing Mix (Marketing Mix) in the Kuantan-II Fan Fried Banana agro-industry, it is known that: Producers or Business Actors of Kipas Kuantan-II Fried Banana must innovate because it produces the highest weight (0,522), the Marketing Mix must be done Producers prioritize products with the highest weight (0,361), compared to Price with a weight (0,310), Promotion with a weight (0,166), and Distribution with a weight (0,161). The sub-mix on product variables that must be considered by producers or business actors is product quality with the highest weight (0,477). Business actors should innovate on their products, considering the increasingly fierce competition at this time. Innovations such as starting to penetrate into e-commerce will make the reach of consumers wider in the current era of digitalization. In addition, business actors must maintain the quality of their products so that consumers always trust and do not switch to similar competitors. In the promotion variable, business actors should promote their company without always involving other agencies. Although promotion is the third priority in the marketing mix variable, business actors must continue to carry out promotions because with the existence of "promotions" old or new products can be known or known by consumers, especially consumers in the Pekanbaru area. https://ejournal.unib.ac.id/agrisep/article/view/16021ahpfried bananamarketing mix |
| spellingShingle | Astrie Vita Maisari Rini Nizar Hamdan Yasid DETERMINING THE PRIORITY OF THE MARKETING MIX OF THE KUANTAN-II FRIED BANANA AGROINDUSTRY BUSINESS IN THE SUB-DISTRICT OF LIMA PULUH KOTA PEKANBARU USING AHP METHOD Jurnal Agrisep ahp fried banana marketing mix |
| title | DETERMINING THE PRIORITY OF THE MARKETING MIX OF THE KUANTAN-II FRIED BANANA AGROINDUSTRY BUSINESS IN THE SUB-DISTRICT OF LIMA PULUH KOTA PEKANBARU USING AHP METHOD |
| title_full | DETERMINING THE PRIORITY OF THE MARKETING MIX OF THE KUANTAN-II FRIED BANANA AGROINDUSTRY BUSINESS IN THE SUB-DISTRICT OF LIMA PULUH KOTA PEKANBARU USING AHP METHOD |
| title_fullStr | DETERMINING THE PRIORITY OF THE MARKETING MIX OF THE KUANTAN-II FRIED BANANA AGROINDUSTRY BUSINESS IN THE SUB-DISTRICT OF LIMA PULUH KOTA PEKANBARU USING AHP METHOD |
| title_full_unstemmed | DETERMINING THE PRIORITY OF THE MARKETING MIX OF THE KUANTAN-II FRIED BANANA AGROINDUSTRY BUSINESS IN THE SUB-DISTRICT OF LIMA PULUH KOTA PEKANBARU USING AHP METHOD |
| title_short | DETERMINING THE PRIORITY OF THE MARKETING MIX OF THE KUANTAN-II FRIED BANANA AGROINDUSTRY BUSINESS IN THE SUB-DISTRICT OF LIMA PULUH KOTA PEKANBARU USING AHP METHOD |
| title_sort | determining the priority of the marketing mix of the kuantan ii fried banana agroindustry business in the sub district of lima puluh kota pekanbaru using ahp method |
| topic | ahp fried banana marketing mix |
| url | https://ejournal.unib.ac.id/agrisep/article/view/16021 |
| work_keys_str_mv | AT astrievitamaisari determiningthepriorityofthemarketingmixofthekuantaniifriedbananaagroindustrybusinessinthesubdistrictoflimapuluhkotapekanbaruusingahpmethod AT rininizar determiningthepriorityofthemarketingmixofthekuantaniifriedbananaagroindustrybusinessinthesubdistrictoflimapuluhkotapekanbaruusingahpmethod AT hamdanyasid determiningthepriorityofthemarketingmixofthekuantaniifriedbananaagroindustrybusinessinthesubdistrictoflimapuluhkotapekanbaruusingahpmethod |