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Strategi Pemasaran Tanaman Hias Pada Masa Pandemi Covid-19 Di Kota Pekanbaru Provinsi Riau

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Although sales of ornamental plants experienced a decline during the Coronavirus Disease 2019 (Covid-19) pandemic, this has provided an opportunity for farmers to increase sales of ornamental plant businesses, especially orchids, palms and adeniums. This study aims to analyze: 1) Characteristics of entrepreneurs and business profiles, 2) Marketing mix, 3) Marketing strategy. This study used a survey method which took place in Pekanbaru City which was carried out for six months starting from November 2021- April 2022. Samples were taken by purposive sampling, namely 6 entrepreneurs from 6 sub-districts, namely Sail District, Bukit Raya, Marpoyan Damai, Tenayan Raya, Pekanbaru Kota and Binawidya. Types of datasourced from primary & data secondary with qualitative and quantitative analysis. The results showed that entrepreneurs are of productive age for work with an average age of 42 years, an average length of entrepreneur education of 11 years, an average of 7 years of business experience and an average of 4 family dependents. The ornamental plant business is classified as a micro-scale business with a workforce of 3 people and capital coming from personal funds. The marketing mix during the Covid-19 consisted of: (1) Product (product) including product diversity, quality, business name and service (2) Price (Price) including: special price discounts, wholesale/wholesale prices and payment terms. (3) Promotion includes types of sales during the Covid-19 period, sales force and direct marketing, (4) Place includes: marketing channels, marketing coverage, location-parking, supplies and transportation, (5) People ( People) includes: founders, employees and customer service, (6) Physical Evidence (Physical Evidence) includes: variety of plants, business land and tools for business operations, (7) Process (process) includes: delivery service and delivery time. Based on the SWOT matrix, the business is in quadrant I, namely the SO strategy (Strengths and Opportunities) . Utilizing technology to do marketing (3) Putting a map of the business location on Google Maps.

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Detail Information

Call Number

Agribisnis 630.92 Lai S

Language

Indonesia

NPM

174210243

Publisher

Pekanbaru : Universitas Islam Riau., 2022

Keyword(s)

Pemasaran
Covid-19
Marketing Mix
Marketing Strategy
Ornamental Plants

Other Information

Petugas

Uthi Kurnia

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