Strategi promosi agro outlet Pasar Induk Kramat Jati Jakarta

Abstract

Kramat Jati market is the largest market and the largest in Indonesia and Southeast Asia. Market occupies an area of 14.7 hectares located on Jalan Raya Bogor, East Jakarta. As fruit and vegetable wholesale market in order as the central fruit and vegetable market to other markets in Jakarta. To support the operation of PD Pasar Jaya would require building support facilities as well as facilities Agro Outlet as an information center devoted to the areas of food sources. The purpose of this study are; analyze forms of promotional activities undertaken by the Agro Outlet, analyze what factors are overlooked in promotional activities for Agro Outlet, formulate any alternative promotional strategies that should be applied to Agro Outlet. The primary data obtained through interviews, direct observation (Observation) and the distribution of questionnaires directly to the relevant parties. The questions posed to the relevant parties adapted to the scope and programs undertaken so far. Problems faced so complex that research requires the right decision. This study uses Analytical Hierarchy Process (AHP) as a method of decision-making by experts in question are those who are experts in their field. Preparation of promotional mix strategies structures obtained through input among others; Jakarta Provincial Secretary, Commission of the economy Regional Representatives Council (Parliament) of Jakarta Regional Development Planning Agency (BAPPEDA) Jakarta Agro Outlet business management, Management Specialist / Agribusiness. Secondary data from various sources according to the research topic. Secondary data furnished by literature from a variety of sources; books, seminar and workshop proceedings, Journals, Central Bureau of Statistics, the data related to agricultural services, as well as the results of previous studies. Tracing the various secondary data is intended for information and basic theory related to the study investigators research topics are discussed. The method of data analysis using the Analytic Hierarchy Process using Expert Choice relief version 10 and Microsoft Excel. Expert Choice is a Software that is used in determining the choices in decision making with multi-criteria decision-making methodology based on that developed by Saaty. PHA used alternative selection method to capture the rational perception because PHA is capable of converting intangible factors (not measured) into the ordinary rules so that can be compared. Manager form of promotion done Agro Outlet, namely product, price, place, promotion, human resources, process, physical evidence, productivity and quality. Promotional activities that have been carried out such as advertising, sales promotion, public relations, personal selling and direct marketing. Recommended alternative promotional strategies appropriate priorities include: 1). Took part in promotional activities at the national level in the form of agricultural fairs, seminars and talk shows with a weight (0.396). 2). Designing promotional programs that vary according to the excellence and value of utilizing Agro Outlet (.316).