MARKETING STRATEGY OF SUMBAWA FOREST HONEY IN SUMBAWA REGENCY
Marketing strategy is needed in developing original products. Sumbawa forest honey is an original product from West Nusa Tenggara, Indonesia. The problems marketing are fluctuating price and the availability of other honey product as competitors. The purpose of this research was to identify the top...
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| Format: | Article |
| Language: | English |
| Published: |
BPFP Universitas Bengkulu
2023-09-01
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| Series: | Jurnal Agrisep |
| Subjects: | |
| Online Access: | https://ejournal.unib.ac.id/agrisep/article/view/27549 |
| _version_ | 1797674445715800064 |
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| author | Nila Wijayanti Syahdi Mastar Siti Nurwahidah |
| author_facet | Nila Wijayanti Syahdi Mastar Siti Nurwahidah |
| author_sort | Nila Wijayanti |
| collection | DOAJ |
| description |
Marketing strategy is needed in developing original products. Sumbawa forest honey is an original product from West Nusa Tenggara, Indonesia. The problems marketing are fluctuating price and the availability of other honey product as competitors. The purpose of this research was to identify the top priorities strategy marketing of this honey. The data analysis using A’WOT. It’s combination of SWOT and AHP analysis. SWOT analysis was employed to identify strengths, weaknesses, opportunities, and threats in marketing of Sumbawa forest honey. AHP (Analitycal Hierarchy Process) analysis was performed to determine priority on alternative of marketing strategy of Sumbawa forest honey. The finding of this research showed that SO strategy was the top priority strategies in marketing of Sumbawa forest honey with value 0.580. The top three priorities on alternative of strategies are packaging the Sumbawa forest honey hygienically and attractively (0.343), maintains the quality and purity of Sumbawa forest honey (0.275), and partnering with financial institutions (0,125).
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| first_indexed | 2024-03-11T21:59:08Z |
| format | Article |
| id | doaj.art-ddc3f93875c7400b829dc853fbde933c |
| institution | Directory Open Access Journal |
| issn | 1412-8837 2579-9959 |
| language | English |
| last_indexed | 2024-03-11T21:59:08Z |
| publishDate | 2023-09-01 |
| publisher | BPFP Universitas Bengkulu |
| record_format | Article |
| series | Jurnal Agrisep |
| spelling | doaj.art-ddc3f93875c7400b829dc853fbde933c2023-09-25T13:29:00ZengBPFP Universitas BengkuluJurnal Agrisep1412-88372579-99592023-09-01220210.31186/jagrisep.22.02.285-302MARKETING STRATEGY OF SUMBAWA FOREST HONEY IN SUMBAWA REGENCY Nila Wijayanti0Syahdi Mastar1Siti Nurwahidah2Master of Agribusiness, Postgraduate Program, Samawa University, Sumbawa, Indonesia Master of Agribusiness, Postgraduate Program, Samawa University, Sumbawa, IndonesiaAgribusiness Study Program, Faculty of Agriculture, Samawa University, Sumbawa, Indonesia Marketing strategy is needed in developing original products. Sumbawa forest honey is an original product from West Nusa Tenggara, Indonesia. The problems marketing are fluctuating price and the availability of other honey product as competitors. The purpose of this research was to identify the top priorities strategy marketing of this honey. The data analysis using A’WOT. It’s combination of SWOT and AHP analysis. SWOT analysis was employed to identify strengths, weaknesses, opportunities, and threats in marketing of Sumbawa forest honey. AHP (Analitycal Hierarchy Process) analysis was performed to determine priority on alternative of marketing strategy of Sumbawa forest honey. The finding of this research showed that SO strategy was the top priority strategies in marketing of Sumbawa forest honey with value 0.580. The top three priorities on alternative of strategies are packaging the Sumbawa forest honey hygienically and attractively (0.343), maintains the quality and purity of Sumbawa forest honey (0.275), and partnering with financial institutions (0,125). https://ejournal.unib.ac.id/agrisep/article/view/27549AHP marketing strategysumbawa forest honeySWOT |
| spellingShingle | Nila Wijayanti Syahdi Mastar Siti Nurwahidah MARKETING STRATEGY OF SUMBAWA FOREST HONEY IN SUMBAWA REGENCY Jurnal Agrisep AHP marketing strategy sumbawa forest honey SWOT |
| title | MARKETING STRATEGY OF SUMBAWA FOREST HONEY IN SUMBAWA REGENCY |
| title_full | MARKETING STRATEGY OF SUMBAWA FOREST HONEY IN SUMBAWA REGENCY |
| title_fullStr | MARKETING STRATEGY OF SUMBAWA FOREST HONEY IN SUMBAWA REGENCY |
| title_full_unstemmed | MARKETING STRATEGY OF SUMBAWA FOREST HONEY IN SUMBAWA REGENCY |
| title_short | MARKETING STRATEGY OF SUMBAWA FOREST HONEY IN SUMBAWA REGENCY |
| title_sort | marketing strategy of sumbawa forest honey in sumbawa regency |
| topic | AHP marketing strategy sumbawa forest honey SWOT |
| url | https://ejournal.unib.ac.id/agrisep/article/view/27549 |
| work_keys_str_mv | AT nilawijayanti marketingstrategyofsumbawaforesthoneyinsumbawaregency AT syahdimastar marketingstrategyofsumbawaforesthoneyinsumbawaregency AT sitinurwahidah marketingstrategyofsumbawaforesthoneyinsumbawaregency |