STRATEGI PEMASARAN CABAI RAWIT PETANI DI DESA RUBARU KECAMATAN RUBARU KABUPATEN SUMENEP

Daresman, Bahresy (2018) STRATEGI PEMASARAN CABAI RAWIT PETANI DI DESA RUBARU KECAMATAN RUBARU KABUPATEN SUMENEP. Skripsi thesis, Universitas Wiraraja.

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Abstract

Cayenne has a very good business opportunity because it is needed by many people and industry, the need for cayenne pepper continues to increase in line with the increasing population and the growing number of collecting industries that require raw materials for chili. In Rubaru Village, Rubaru Subdistrict is a village that has the potential to cultivate cayenne pepper. Therefore an analytical tool is needed that can be used to assess strategic situations and identify strategic choices for companies or organizations (Chili Rawit Farming). By knowing the strengths and weaknesses of cayenne farming that is carried out, it will be known that indicators to understand the position of cayenne farming in their environment, this is a very important stage as an effort to determine the relevant strategies that will be applied by farmers. The objectives of this study are: 1) Can know what are the strengths, weaknesses, opportunities and threats of marketing chili in Rubaru Village. 2) Can know the marketing strategy of cayenne in Rubaru Village, Rubaru District. Determination of respondent farmers was done by purposive sampling, namely respondents / farmers who knew or recognized the dynamics of the business of cayenne farming conducted. The research data was collected using survey techniques (conducting interviews guided or using prepared questionnaires), which were then carried out by SWOT Analysis. The results of this study are that the marketing strategy of cayenne in Rubaru Village has an aggressive strategy, namely a strategy by utilizing all the strengths to seize and take advantage of the maximum opportunities in its marketing. Keywords: Chili Raw Cultivation, Marketing Strategy.

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