STRATEGI PEMASARAN BERAS PADA AGROINDUSTRI DI KABUPATEN BOJONEGORO
STRATEGI PEMASARAN BERAS PADA AGROINDUSTRI DI KABUPATEN BOJONEGORO
Abstract
The research objective is to want to know what strategies are used for marketing rice in the agro-industry in Bojonegoro district. The hypothesis of this research is that it is assumed that rice marketing must have a marketing strategy for planning, pricing, and distributing. This research method using purposive sampling method. The research population taken as respondents is the agro-industry which sells rice throughout the year. In accordance with the criteria, the population is less than 100 people, so the sample is taken at 10% - 15%. Based on these opinions, the samples of this study were 5 rice agro-industries. The analysis used in this research is the SWOT analysis, which is a qualitative analysis carried out by examining internal and external factors. The conclusion from the calculation results of the SWOT analysis. Internal factors that affect the rice agro-industry business are utilizing the quality of the product with a good taste image and strategic location and adding packaging variants to develop rice marketing. External factors affecting agro-industry business are replacing manual technology with efficient technology to improve the quality of rice production. A good alternative strategy that can be done for the development of rice marketing in the rice agro-industry is the strength of opportunity strategy (Aggressive), which takes advantage of existing strengths to take advantage of opportunities.
Keywords: Rice Agrindustry, Bojonegoro Regency, SWOT Analysis.
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