Analisis Citra Merek sebagai Strategi Pengembangan Bisnis Pupuk Organik pada PT Elevasi Agri Indonesia

Abstract

PT Elevasi Agri Indonesia sebagai salah satu produsen pupuk organik bernama Vermicomplus. Citra merek menjadi penting dalam strategi pengembangan bisnis karena didasari atas tren penggunaan produk organik di industri pertanian, tingginya persaingan, kondisi pasar yang kompetitif, serta citra dan kesadaran merek yang belum kuat. Dalam mendukung keberlanjutan bisnis, maka disusunlah analisis citra merek sebagai strategi pengembangan bisnis pupuk organik. Penelitian menggunakan analisis skala Likert untuk mengidentifikasi tingkat citra dan kesadaran merek, lalu di rumuskan ke dalam integrasi antara BMC dan analisis SWOT yang selanjutnya strategi tersebut diuji dalam analisis finansiak dan analisis R/C rasio. Penelitian menunjukkan, citra merek produk Vermicomplus tergambar positif dengan tingkat kesadaran merek pada posisi brand recall. Hasil dari integrasi BMC dan analisis SWOT menunjukan strategi penting untuk menerapkan pemasaran digital. Berdasarkan analisis R/C rasio, mengalami peningkatan setelah penerapan sebesar 1,60.

PT Elevasi Agri Indonesia is a producer of an organic fertilizer called Vermicomplus. Brand image is crucial to the company’s business development strategy, given the growing trend toward organic products in the agricultural industry, intense competition, a competitive market environment, and the fact that the brand’s image and awareness are not yet well-established. To support business sustainability, a brand image analysis was conducted as part of the organic fertilizer business development strategy. The study used a Likert scale analysis to identify the levels of brand image and brand awareness, which were then integrated into a BMC and SWOT analysis. The resulting strategy was subsequently tested through financial analysis and an R/C ratio analysis. The study shows that the brand image of Vermicomplus is positive, with brand awareness at the “brand recall” level. The results of the integration of BMC and SWOT analysis indicate that implementing digital marketing is a key strategy. Based on the R/C ratio analysis, the ratio increased to 1.60 following the implementation of the strategy.