PROPOSED MARKETING MIX STRATEGY IN ORGANIC FERTILIZER TRADING COMPANY BY UTILIZING BIG DATA ANALYTICS (CASE STUDY : PT SIMCO TRIDATAMA)
The agricultural industry plays a pivotal role in a country’s food security and sustainability. While fertilizer products are essential for providing nutrition to crops, in practice, the excessive use of chemical fertilizers can lead to detrimental effects on soil quality, including physical,...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/80898 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The agricultural industry plays a pivotal role in a country’s food security and
sustainability. While fertilizer products are essential for providing nutrition to
crops, in practice, the excessive use of chemical fertilizers can lead to detrimental
effects on soil quality, including physical, chemical, and biological damage,
ultimately reducing soil fertility. To address this concern, the adoption of organic
fertilizers is promoted to enhance soil quality and nutrient content, aiming for a
balanced approach in optimizing plant nutrition while minimizing the adverse
impacts associated with the overuse of chemical fertilizers.
The post-Covid shift in consumer behavior towards online purchasing has
influenced the agricultural sector, with a notable surge in plant-related product sales
on Tokopedia (a prominent E-Commerce platform in Indonesia). Supported by data
on the number of millennial farmers in Indonesia who are technologically literate,
there is an opportunity for companies in the agricultural sector to leverage Big Data
generated by E-Commerce websites. PT Simco Tridatama as a trading company
that usually operates in the Business-to-Business (B2B) sector has problems in
determining the right marketing mix strategy for retail and e-commerce market
penetration which has an impact on fluctuations in sales of organic fertilizer
products.
This research aims to improve the marketing mix strategy (4ps) of organic fertilizer
through the application of Big Data Analytics employing a Knowledge Discovery
in Database (KDD) framework. Data collection from E-Commerce is conducted
using the Web Scraping method, followed by processing and Data Mining
techniques such as Pivot Tables, K-Means, and Multidimensional Scaling (MDS).
Interpretation of data from data mining results serves as a solution for formulating
improvement strategies for the company |
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