MARKETING COMMUNICATION STRATEGY CONDUCTED BY KOLTIVARE HYDROPONIC FARM BEKASI, WEST JAVA

Sonia Az Zahra; Hepi Hapsari; Mahra Arari; Pandi Pardian

doi:10.14710/agrisocionomics.v6i2.13670

DOI: https://doi.org/10.14710/agrisocionomics.v6i2.13670

MARKETING COMMUNICATION STRATEGY CONDUCTED BY KOLTIVARE HYDROPONIC FARM BEKASI, WEST JAVA

*Sonia Az Zahra - Faculty of Agriculture, Padjajaran University, Indonesia, Indonesia

Hepi Hapsari - Faculty of Agriculture, Padjajaran University, Indonesia, Indonesia

Mahra Arari - Faculty of Agriculture, Padjajaran University, Indonesia, Indonesia

Pandi Pardian - Faculty of Agriculture, Padjajaran University, Indonesia, Indonesia

BibTex Citation Data :

@article{Agrisocionomics13670,
    author = {Sonia Zahra and Hepi Hapsari and Mahra Arari and Pandi Pardian},
    title = {MARKETING COMMUNICATION STRATEGY CONDUCTED BY KOLTIVARE HYDROPONIC FARM BEKASI, WEST JAVA},
    journal = {Agrisocionomics: Jurnal Sosial Ekonomi Pertanian},
  volume = {6},
    number = {2},
    year = {2022},
    keywords = {hydroponics, marketing communications, strategy},
    abstract = { The Covid-19 pandemic has had an impact on changing people's consumption patterns to become healthier as seen from the increase in sales of vegetables by 1,900% during the PPKM 2021 period. This is an opportunity for vegetable entrepreneurs, such as the Koltivare Hydroponic Farm company. This study aimed to analyze: 1) The use of marketing communication strategies used by Koltivare Hydroponic Farm, 2) The impact of marketing communications on the volume of demand for vegetables. This research used a qualitative design with the analysis technique of the Miles and Huberman models based on triangulation of data collection techniques. The results of this study indicate that the Koltivare Hydroponic Farm company uses six forms of marketing communications: 1)Advertising which is a form of non-personal communication that aims to provide information and persuasion, both goods and services, 2) Direct marketing is communication that focuses more on direct relationships that are very close to the target market, 3) Interactive marketing is marketing that utilizes technological developments, such as internet, 4) Personal selling is a form of direct communication carried out by sellers to prospective buyers, 5) Sales promotion, namely attracting buyers to make purchases, and 6) Public relations is the creation of a positive image in maintaining relations between business companies and the community. Marketing communication activities that had the most impact on increasing sales volume and market expansion are personal selling, namely activities that meet directly with the target market so that consumers can immediately see the quality of the products purchased and interactive marketing through social media because this activity is able to attract buyers. },
   issn = {2621-9778},   pages = {382--392}  doi = {10.14710/agrisocionomics.v6i2.13670},
    url = {https://ejournal2.undip.ac.id/index.php/agrisocionomics/article/view/13670}
}

Citation Format:

Abstract

The Covid-19 pandemic has had an impact on changing people's consumption patterns to become healthier as seen from the increase in sales of vegetables by 1,900% during the PPKM 2021 period. This is an opportunity for vegetable entrepreneurs, such as the Koltivare Hydroponic Farm company. This study aimed to analyze: 1) The use of marketing communication strategies used by Koltivare Hydroponic Farm, 2) The impact of marketing communications on the volume of demand for vegetables. This research used a qualitative design with the analysis technique of the Miles and Huberman models based on triangulation of data collection techniques. The results of this study indicate that the Koltivare Hydroponic Farm company uses six forms of marketing communications: 1)Advertising which is a form of non-personal communication that aims to provide information and persuasion, both goods and services, 2) Direct marketing is communication that focuses more on direct relationships that are very close to the target market, 3) Interactive marketing is marketing that utilizes technological developments, such as internet, 4) Personal selling is a form of direct communication carried out by sellers to prospective buyers, 5) Sales promotion, namely attracting buyers to make purchases, and 6) Public relations is the creation of a positive image in maintaining relations between business companies and the community. Marketing communication activities that had the most impact on increasing sales volume and market expansion are personal selling, namely activities that meet directly with the target market so that consumers can immediately see the quality of the products purchased and interactive marketing through social media because this activity is able to attract buyers.

Fulltext View|Download

Keywords: hydroponics, marketing communications, strategy

Article Metrics:

Article Info

Section: Articles

Language : EN

In Vol 6, No 2 (2022): November 2022

Recent articles

THE ROLE OF WOMEN FARMER GROUPS IN HOUSEHOLD INCOME IN KEDIRI MARKETING COMMUNICATION STRATEGY CONDUCTED BY KOLTIVARE HYDROPONIC FARM BEKASI, WEST JAVA EMPOWERING GOMBENGSARI COFFEE FARMERS TOWARDS SUSTAINABLE AGROTOURISM More recent articles

Roidah, I. S. 2014. Pemanfaatan lahan dengan menggunakan sistem hidroponik. Jurnal Bonorowo, 1(2), 43-49
Yuliana, F. 2020. Studi perbandingan strategi pemasaran sayuran hidroponik dan sayuran konvensional di Kota Palangka Raya. Doctoral Dissertation, IAIN Palangka Raya
Rizka, N. S. & Sismanto. 2016. Pertumbuhan dan Hasil Pakchoi (Brassicca rapa L.) Pada Dua Sistem Hidroponik dan Empat Jenis Nutrisi. Jurnal Kelitbang, 4(1), 1-9
Nopiyanto, Y. E., & T. Sugihartono. 2020. Pola Hidup Sehat dengan Olahraga dan Asupan Gizi Untuk Meningkatkan Imun Tubuh Menghadapi Covid-19. Jurnal Ilmiah Pengembangan dan Penerapan IPTEKS, 18(2), 90-100
Jatmiko, J. 2012. Komunikasi Pemasaran Sebagai Strategi Memperluas Pasar. Komunikologi. Jurnal Ilmiah Ilmu Komunikasi, 9(2), 89-98
Isnaini, S. 2010. Implementasi komunikasi pemasaran terpadu sebagai penyampai pesan peningkatan penjualan akibat komunikasi pemasaran usaha kecil menengah (UKM) di Indonesia." Jurnal Masyarakat Kebudayaan dan Politik, 22(4), 324-332
Chrismardani, Y. 2014. Komunikasi pemasaran terpadu: implementasi untuk UMKM. Neo-Bis, 8 (2), 179-189
Sugiyono. 2011. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta
Susanti, S., D. Purnomo, W. Gunawan, & D. Sari. 2018. Pemasaran Produk Komoditas Lokal Berbasis Komunitas Melalui Penggunaan Media (Studi kasus FruitsUp, UMKM di Jatianangor). Sosiohumaniora, 20(3), 277-281
Asnawi, A. C., S. Laili, & T. Rahayu. 2021. Metode Hidroponik secara DFT (Deep Flow Technique) dan NFT (Nutrient Film Technique) pada beberapa Media Tanam terhadap Pertumbuhan Tanaman Bayam merah (Alternanthera amoena Voss). Jurnal Sains Alami, 3(2), 40–45. https://doi.org/10.33474/j.sa.v3i2.8433
Isnaini, S. 2004. Implementasi Komunikasi Pemasaran Terpadu sebagai Penyampai Pesan Promosi Usaha Kecil Menengah (UKM) di Indonesia. Jurnal Masyarakat Kebudayaan Dan Politik, 22(4), 324–332
Priansa, D. 2020. Komunikasi Pemasaran Terpadu Pada Era Media Sosial. Buku Ilmu Komunikasi, 94-99

Last update:

No citation recorded.

Last update:

No citation recorded.

Starting from 2021, the author(s) whose article is published in the Agrisocionomics journal attain the copyright for their article. By submitting the manuscript to Agrisocionomics, the author(s) agree with this policy. No special document approval is required.

The author(s) guarantee that:

Their article is original, written by the mentioned author(s),
Has never been published before,
Does not contain statements that violate the law, and
Does not violate the rights of others, is subject to copyright held exclusively by the author(s), and is free from the rights of third parties, and that the necessary written permission to quote from other sources has been obtained by the author(s).

The author(s) retain all rights to the published work, such as (but not limited to) the following rights:

Copyright and other proprietary rights related to the article, such as patents,
The right to use the substance of the article in its own future works, including lectures and books,
The right to reproduce the article for its own purposes,
The right to archive all versions of the article, and
The right to enter into separate additional contractual arrangements for the non-exclusive distribution of published versions of the article (for example, posting them to institutional repositories or publishing them in a book), acknowledging its initial publication in this journal.

If the article was prepared jointly by more than one author, each author submitting the manuscript warrants that they have been given permission by all co-authors to agree to copyright and license notices (agreements) on their behalf, and agree to notify the co-authors of the terms of this policy. Agrisocionomics will not be held responsible for anything that may arise because of the writer's internal dispute. Agrisocionomics will only communicate with correspondence authors.

Authors should also understand that once published, their articles (and any additional files, including data sets, and analysis/computation data) will become publicly available. The license of published articles (and additional data) will be governed by the Creative Commons Attribution license as currently featured on the Creative Commons Attribution-ShareAlike 4.0 International License. Agrisocionomics allows users to copy, distribute, display and perform work under license. Users need to attribute the author(s) and Agrisocionomics to distribute works in journals and other publication media. Unless otherwise stated, the author(s) is a public entity as soon as the article is published.