Please use this identifier to cite or link to this item:
http://repository.ipb.ac.id/handle/123456789/155066
Title: | Pengembangan Pemasaran Sayuran Organik melalui Mitra Usaha Baru Healthy Resto pada YUM Organic Farm |
Other Titles: | The Development of Organic Vegetable Marketing through a New Business Partner in Healthy Resto at YUM Organic Farm |
Authors: | Yusalina Parikesit, Khanesia |
Issue Date: | 2024 |
Publisher: | IPB University |
Abstract: | YUM Organic Farm berupaya untuk mengembangkan pemasaran sayuran
organik melalui kemitraan usaha. Strategi perencanaan perlu dirumuskan agar
perusahaan mendapatkan mitra usaha baru. Penelitian ini bertujuan untuk
menyusun strategi pemasaran menggunakan metode marketing mix (4P),
menganalisis pengaruh pendapatan bermitra terhadap keuntungan usaha melalui
regresi linear sederhana dan pendapatan usaha menggunakan R/C Ratio. Penelitian
ini menggunakan data primer yang berasal dari perusahaan dan didukung oleh data
sekunder yang relevan. Hasil penelitian menunjukkan YUM Organic Farm berhasil
mendapatkan mitra usaha baru yaitu restoran organik yang terletak di Tangerang
Selatan. Pola kemitraan usaha antara YUM Organic Farm dengan healthy resto
berbentuk mitra dagang umum. Hasil regresi linear sederhana menyatakan
pendapatan bermitra berpengaruh signifikan terhadap keuntungan usaha YUM
Organic Farm dengan nilai koefisien 0,017 < 0,05. Analisis finansial menunjukkan
dengan penambahan mitra usaha baru, total keuntungan meningkatkan sebesar Rp
4.132.656. Nilai rata-rata R/C Ratio meningkat sebesar 0,06 dan dinyatakan
menguntungkan dengan rata-rata R/C Ratio yaitu 1,63 atau R/C > 1. YUM Organic Farm strives to develop organic vegetable marketing through business partnerships. Planning strategies need to be formulated for companies to gain new business partners. This study aims to establish a marketing strategy using the marketing mix (4P) method, analyzing the influence of partnering income on business profit through simple linear regression and business income using R/C Ratio. This study used company-originated primary data and supported by relevant secondary data. Research results show that YUM Organic Farm has managed to get a new business partner, namely an organic restaurant located in South Tangerang. The pattern of business partnership between YUM Organic Farm and health resto is in the form of a general trading partner. Simple linear regression results state that partnering income has a significant effect on YUM Organic Farm's business profit with a coefficient value of 0,017 < 0,05. Financial analysis shows that with the addition of new business partners, the total profit increased by IDR 4,132,656. The average R/C Ratio increased by 0.06 and was declared favourable with an average R/C Ratio of 1,63 or R/C > 1. |
URI: | http://repository.ipb.ac.id/handle/123456789/155066 |
Appears in Collections: | UT - Agribusiness Management |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
cover_J0310201039_42e531179219440bb592b4ff6191c967.pdf | Cover | 2.55 MB | Adobe PDF | View/Open |
fulltext_J0310201039_4626a8351039496984e378f315ec5c9d.pdf Restricted Access | Fulltext | 7.81 MB | Adobe PDF | View/Open |
lampiran_J0310201039_8d09573d97b94f52aea695ad6e605ff7.pdf Restricted Access | Lampiran | 4.87 MB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.