PENETRASI PASAR HASIL PERTANIAN KEBUNSAYUR SURABAYA

Berkala Ilmiah AGRIDEVINA

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Field Value
 
Title PENETRASI PASAR HASIL PERTANIAN KEBUNSAYUR SURABAYA
 
Creator Eliyana, Firda
Nurhadi, Eko; UPN "Veteran" Jawa Timur
Yektiningsih, Endang; UPN "Veteran" Jawa Timur
 
Subject lettuce, market absorption, market penetration, market penetration strategy, market share
 
Description Kebun sayur Surabaya is the first hydroponic vegetable producer in the city of Surabaya as well as a supplier of fresh vegetables in several segments of hotels, restaurants and cafes in Surabaya. To penetrate this segment is not easy, it requires a long process and various efforts to be able to penetrate the segment amid increasingly fierce market competition. This study aims to analyze: 1) market penetration conducted by Kebunsayur Surabaya towards hotels, restaurants and cafes, 2) differences in the absorption capacity of Kebunsayur Surabaya lettuce in hotels, restaurants and cafes, 3) Market penetration strategy that has been carried out by Kebunsayur Surabaya towards hotels, restaurants and cafes, 4) Market share controlled by Kebunsayur Surabaya in hotels, restaurants and cafes in Surabaya. The results showed that: (1) The form of market penetration carried out by Kebunsayur towards hotels, restaurants and cafes was by attracting non-users or potential consumers who were in their market environment (2) there were differences in the absorption of lettuce between hotels, restaurants and cafes in Kebunsayur Surabaya, (3) the market penetration strategy that has been carried out by Kebunsayur is in accordance with the Ihalauw 2017 theory, (4) The market share of Kebunsayur lettuce at Resto A has decreased from 39% (before the pandemic) to 29% (during the pandemic), while the lettuce from Kebunsayur is able to control 100% market share in JW Marriot and Cattura Expresso DOI : https://doi.org/10.33005/adv.v9i2.2455
 
Publisher UPN VETERAN JAWA TIMUR
 
Contributor
 
Date 2020-12-25
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://ejournal.upnjatim.ac.id/index.php/sear/article/view/2455
10.33005/adv.v9i2.2455
 
Source Berkala Ilmiah AGRIDEVINA; Vol 9, No 2 (2020): BERKALA ILMIAH AGRIBISNIS AGRIDEVINA; 90 - 102
 
Language en
 
Rights Agridevina is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
 

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