Strategi Pemasaran Produk Olahan Buah Durian Umah Duren Di Kota Manado

Authors

  • Tesalonika Millenia Ivone Limbat Agribusiness Study Program, Department of Social Economics, Faculty of Agriculture, Sam Ratulangi University, Manado
  • Rine Kaunang Agribusiness Study Program, Department of Social Economics, Faculty of Agriculture, Sam Ratulangi University, Manado
  • Mellisa Lady Gisela Taroreh Agribusiness Study Program, Department of Social Economics, Faculty of Agriculture, Sam Ratulangi University, Manado

DOI:

https://doi.org/10.35791/agrsosek.v19i1.45953

Keywords:

strategy; marketing; processed product

Abstract

This study aims to find out how the marketing strategy for processed durian fruit Umah Duren in Manado City. This research was conducted from June to August 2022. The data analysis method used in this study was SWOT analysis. SWOT analysis is an analysis that includes efforts to identify strengths and weaknesses (internal), opportunities and threats (external) faced. The data used are primary data and secondary data. Primary data obtained directly from respondents by conducting direct interviews using questionnaires. Secondary data obtained from other information data related to this research. The results of this study indicate that the Marketing Strategy for Processed Durian Fruit Products Umah Duren in Manado City through the analysis method on the SWOT matrix is obtained at the coordinates of 1.67 : 2.68, which means that the position is in quadrant I, namely supporting the growth strategy (growth).

Author Biographies

Tesalonika Millenia Ivone Limbat, Agribusiness Study Program, Department of Social Economics, Faculty of Agriculture, Sam Ratulangi University, Manado

Final-year students at the Agribusiness Study Program,Department of Social Economics,  Faculty of Agriculture, Sam Ratulangi University, Manado

Rine Kaunang, Agribusiness Study Program, Department of Social Economics, Faculty of Agriculture, Sam Ratulangi University, Manado

Researcher, Lecturer at Agribusiness Study Program, Department of Social Economics, Faculty of Agriculture, Sam Ratulangi University, Manado

Mellisa Lady Gisela Taroreh, Agribusiness Study Program, Department of Social Economics, Faculty of Agriculture, Sam Ratulangi University, Manado

Researcher, Lecturer at Agribusiness Study Program, Department of Social Economics, Faculty of Agriculture, Sam Ratulangi University, Manado

References

Rangkuti, F. 2006. Teknik Mengukur dan Strategi Meningkatkan Kepuasan Pelanggan. Penerbit PT Gramedia Pustaka Utama. Jakarta.

Rangkuti, F. 2013. Analisis SWOT: Teknik Membedah Kasus Bisnis. PT Gramedia Pustaka Utama. Jakarta.

Sobir, & R.M. Napitupulu. 2010. Bertanam Durian Unggul. Penebar Swadaya.

Jakarta.

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Published

2023-01-29

How to Cite

Limbat, T. M. I., Kaunang, R., & Taroreh, M. L. G. (2023). Strategi Pemasaran Produk Olahan Buah Durian Umah Duren Di Kota Manado . AGRI-SOSIOEKONOMI, 19(1), 101 –. https://doi.org/10.35791/agrsosek.v19i1.45953