Perluasan Pasar Berdasarkan Prioritas Bauran Pemasaran Melon Hidroponik di PT Agroobot Bangun Nusantara Tangerang Selatan

Abstract

PT Agroobot Bangun Nusantara Tangerang Selatan memproduksi melon hidroponik, terdapat grade melon yang belum terserap pasar. Tujuan penelitian ini diantaranya mengidentifikasi bauran pemasaran serta penilaian konsumen terhadap bauran pemasaran perusahaan, menentukan prioritas bauran pemasaran, menganalisis penerapan prioritas bauran pemasaran, dan menganalisis aspek finansial pendapatan dan R/C rasio setelah penerapan prioritas bauran pemasaran. Metode yang digunakan meliputi bauran pemasaran, AHP, dan analisis finansial pendapatan serta R/C rasio. Hasil penelitian diantaranya, bauran pemasaran di perusahaan, bauran produk berupa melon hidroponik sweet net dan inthanon; bauran harga berdasarkan grade; bauran distribusi memiliki dua saluran distribusi; dan bauran promosi mengguanakan sosial media Instagram dan WhatsApp, penilaian responden terhadap bauran pemasaran berada di skala efektif. Prioritas bauran pemasaran berdasarkan hasil AHP adalah meningkatkan penetrasi pasar dan baruan distribusi berupa menambah jumlah mitra pasar. Penerapannya adalah menambah jumlah mitra pasar tengkulak dan pengecer di Jabodetabek, hasil pendapatan meningkat menjadi Rp16.974.550 dan R/C rasio nya 1,09.

PT Agroobot Bangun Nusantara South Tangerang produces hydroponic melons, there are grades of melons that the market has not absorbed. The objective of this research includes identifying the marketing mix and consumer assessment of the company’s marketing mix, determining marketing mix priorities, analyzing the implementation of marketing mix priorities, and analyzing the financial aspects of income and R/C ratio after implementing marketing mix priorities. The methods used include marketing mix, AHP, and financial analysis of income and R/C ratio. The results of this research, marketing mix in the company, product mix is hydroponic melon sweet net and inthanon, price mix is determined based on grade, distribution mix has two distribution channels, and promotion mix used social media Instagram and WhatsApp, respondent’s assessment of the marketing mix is on the effective scale. Based on the AHP result, the marketing mix priority is to increase market penetration and the distribution mix by adding a market partner. The implementation is adding market partners, middlemen and fruit shop retailers in Jabodetabek, the income increased to Rp16.974.550 and the R/C ratio was 1,09.