STRATEGI PEMASARAN KEWIRAUSAHAAN PETANI PADI
Studi Kasus di Desa Caringin Kecamatan Cisoka, Tangerang – Banten
DOI:
https://doi.org/10.25170/wpm.v16i1.5941Keywords:
Integrated Marketing Communication, Rice Farmer Entrepreneurship, Marketing StrategyAbstract
The priority of Indonesia's agricultural sector is increasingly becoming an attraction for rice farmers to improve their standard of living. Therefore it is necessary to strengthen entrepreneurial characteristics and integrated marketing communications for rice farmers. The purpose of this study was to analyze the entrepreneurial characteristics of rice farmers and rice farmers' integrated marketing communications in increasing the capacity of rice farmers. This study also aims to formulate an entrepreneurial marketing strategy for rice farmers related to the development of rice farming and side businesses in Banten Province. The research population is paddy rice farmers in Banten Province. Based on the population, samples were taken in Caringin Village, Cisoka District, Tangerang, Banten. Methods of data analysis using Strength Weaknesses Opportunities Threats (SWOT) analysis and Quantitative Strategic Planning Matrix (QSPM) analysis. The results of the study show that the strategy in the development of rice farmer entrepreneurial marketing is to emphasize integrated marketing communications on products or side services of rice farmer businesses, especially in sales and promotion of exhibitions or events and direct sales.
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