PERANCANGAN STRATEGI PEMASARAN SAYURAN ORGANIK BERBASIS EDUKASI PELANGGAN

• Main Author: Rizki Aprilia Harahap, Asyifa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47975
• Institution: Institut Teknologi Bandung

In Indonesia, there are two types of agricultural systems, namely organic farming systems and conventional (non-organic) agriculture. The organic food market in Indonesia is not as big as the non-organic food market. This is due to the reluctance of farmers to switch from non-organic farming systems to organic farming systems. In addition to difficulties in the realm of production, the demand for organic vegetable products is also lower than non-organic vegetables. These two things are interrelated, the process of organic farming requires a greater cost so that the impact on the price of organic vegetables is more expensive than non-organic vegetables. This causes the intention to buy organic vegetables from consumers is still low. Therefore, optimal marketing strategies for organic vegetable based education are needed. In this study, a retesting of the intention to buy green product model that was written on previous research. Data is collected by distributing online questionnaires. The data obtained were processed using the Structural Equation Modeling (SEM) method. The results of data processing are analyzed and used as a basis for designing marketing strategies. Based on data processing, it was found that the marketing strategy design path that was tested was through the dimensions of Customer Education Effort (EDU) ? Green Products Benefits (MAN) ? Buying Attittude towards Green Products (SIK) ? Buying Intention towards Green Producsts (INT). In this study, the tested model was applied to one of the companies in the field of organic vegetables, namely Sayurbox. Based on the existing promotional activities done by Sayurbox, a marketing strategy in the form of experience store with simple construction has been designed. An experience store that was designed with elements of a promotion mix, namely publicity and personal selling.