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Analisis Strategi Pengembangan Pemasaran Sayuran Hidroponik Nft di Kebun Agrowisata UIR Desa Kubang Raya Kecamatan Siak Hulu Kabupaten Kampar Provinsi Riau

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The NFT hydroponic system is the cultivation of vegetable plants using hydroponics by placing plant roots in a shallow, circulating layer of water that contains nutrients according to the needs of the plants. This study aims to analyze 1). Characteristics of farmers and profiles of UPT UIR hydroponic vegetable farming, 2). Marketing of NFT hydroponic vegetables at UIR Agrotourism Gardens 3). NFT hydroponic vegetable marketing development strategy. This research was conducted for 6 months, starting from January 2023 to June 2023. This research used a survey method. Respondents were 11 NFT UPT UIR hydroponic vegetable farmers. Respondents were obtained by purposive sampling. The results showed that the strength factors consisted of homemade nutrition, pesticide-free products, various types of hydroponic vegetables available, experienced workforce, and affordable distance to the fruit market. While the weaknesses are not having a business license, limited marketing network, lack of promotion, product packaging is only size, fluctuating production and limited workforce. Opportunity factors for UPT UIR are that regional markets are still open, increasing consumer awareness of consuming pesticide-free vegetables, regular customers, maintaining quality, working with collectors. While the threats are the presence of competing products, rising input prices, price competition, limited land for cultivation. The marketing of hydroponic vegetables involves 2 marketing channels, namely from business actors to the Pekanbaru Fruit Market, to retailers and the second channel for business actors to sell hydroponic vegetables directly to consumers.

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Detail Information

Call Number

658.8 Riz a

Language

NPM

164210445

Publisher

Agribisnis : ., 2023

Keyword(s)

Strategi
Pemasaran
Sayuran
Manajemen Pemasaran
Hidroponik

Other Information

Petugas

Uthi Kurnia

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