Citronella Grass (Cymbopogon nardus redle) Marketing Strategy in Gumay Ulu District, Lahat Regency, South Sumatra
DOI:
https://doi.org/10.5713/srijab.v1i2.34Keywords:
Marketing strategy, Workforce quality, Marketing factors, Citronella grassAbstract
The purpose of this study is to identify the marketing tactics that affect citronella grass fragrance sales in the Gumay Ulu District, Lahat Regency, South Sumatra. Interviews and questionnaires were both employed as the primary data gathering methods in this study. The results revealed that capital, labor, raw materials, and time of operation are the factors that have the most impact on the marketing of citronella grass manufacturing in Gumay Ulu District, Lahat Regency. Based on the results of a study, which showed that table t had a value of 1.143,06 while the analysis had a value of 26,00, it can be concluded that some of these elements have a favorable impact on the marketing of fragrant citronella grass in Gumay Ulu District, Lahat Regency. Entrepreneurs of citronella grass are advised to expand capital, enhance the caliber of personnel, and employ premium raw materials in order to improve the results of marketing.
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Method and Its Application in Organizations. Singaporean Journal of Business,
Economics and Management Studies, 1(12), 69–74.
https://doi.org/10.12816/0003830
Andoko, E. (2019). Analysis of Indonesia' Government Strategy for Rural Development
through Agriculture. FFTC Agricultural Policy Platform: 1-8,
http://ap.fftc.agnet.org/index.php.
Andriyanto, I., & Nurjanah. (2015). Strategi Klaster Industri Menghadapi Pasar Global.
Jurnal Bisnis dan Manajemen Islam, 03(01): 85-114.
Aprini, N. (2021). Pengantar Corporate Farming. (Pagar Alam: LD Media).
Arsil, P., Li, E., & Bruwer, J. (2014). Perspectives on Consumer Perceptions of Local
Foods: A View From Indonesia. Journal of International Food & Agribusiness
Marketing, 26(2):107-124. https://10.1080/08974438.2012.755725
Basset, M. A., Mohamed, M., Sangaiah, A. K., & Jain, V. (2018). An integrated
neutrosophic AHP and SWOT method for strategic planning methodology
selection. Benchmarking, 25(7), 2546–2564. https://doi.org/10.1108/BIJ-08-
2017- 0232
Bimantio, M.P., & Wardoyo, A.D.H. (2020). Sensitivity and Feasibility Analysis of Citronella
Oil Business. SOCA: Jurnal Sosial Ekonomi Pertanian, 14(2): 313 – 324
Buyukozkan, G., & Ilıcak, O. (2019). Integrated SWOT analysis with multiple preference
relations: Selection of strategic factors for social media. Kybernetes, 48(3),
451–470. https://doi.org/10.1108/K-12-2017- 0512
Cassel, E., & Vargas, R. M. F. (2006). Experiments and Modeling of the Cymbopogon
winterianus Essential Oil Extraction by Steam Distillation. Journal of the
Mexican Chemical Society, 50(3), 126–129.
Daryanto. (2011). Manajemen Pemasaran. (Bandung: Sari Kuliah).
David, F. R., & David, F. R. (2015). Strategic Management: Concepts and Cases 5/E.
(New York: Harlow Pearson).
Dinas Pertanian Kabupaten Lahat. (2020). Laporan Tahunan Dinas Pertanian Tanaman
Pangan dan Hortikultura. (Kabupaten Lahat: Dinas Pertanian).
Fatimah, N. (2012). Serai Wangi: Tanaman Perkebunan yang Potensial. (Surabaya: Mitra
Tani)
Freddy, R. (2006). Teknik Mengukur dan Strategi meningkatkan Kepuasan Pelanggan.
(Jakarta: Gramedia Pustaka Utama).
Gurel, E. (2017). SWOT Analysis: A Theoritical Review. Journal of International Social
Research, 10(51): 994-1006. https://doi.org/10.17719/jisr.2017.18233
Hamid, H. (2018). Peran Pemerintah Daerah dalam Pemberdayaan Petani Padi di
Kecamatan Pallangga, Kabupaten Gowa, Provinsi Sulawesi Selatan. E-Journal
Khazanah Ilmu Berazam, 1(3): 32-48.
Hamni, (2013). Potensi Pengembangan Teknologi Proses Produksi Sereh Wangi. Jurnal
Mechanical, 4(1): 34-45.
Istiqomah, & Andriyanto, I. (2017). Analisis SWOT dalam Pengembangan Bisnis (Studi
pada Sentra Jenang di Desa Wisata Kaliputu Kudus), Bisnis, 5(2): 363-382.
Kumar, A., Srivastava, A., Kumar, J. R. P., & Tiwari, R. K. (2018). Analyzing Indian
research and development organizations : a SWOT analysis. International
Journal of Innovation Science, 10(3), 298–315. https://doi.org/10.1108/IJIS04-2017-0029
Mubyarto. (2008). Pengantar Ekonomi Pertanian. (Jakarta: LP3ES).
Rangkuti, F. (2017). Analisis SWOT Teknik Membedah Kasus Bisnis. (Jakarta: Gramedia
Pustaka Utama).
Riantari, N.M.A., Widyantara, I.W., & Sarjana, I.D.G.R. (2015). Prospek Pengembangan
Usahatani Jeruk Siam di Desa Pupuan Kecamatan Tegallalang Kabupaten
Gianyar. E-Jurnal Agribisnis dan Agrowisata, 4(4): 250-258
Rohansyah. (2015). Kontribusi Penggunaan Tenaga Kerja dalam Keluarga terhadap
Pendapatan Usahatani Padi (Oriza Sativa, L) Varietas Siam Mutiara pada Lahan
Pasang Surut di Desa Batik Kecamatan Bakumpai Kabupaten Barito Kuala
Provinsi Kalimantan Selatan. Media Sains, 8(2): 168-173
Stanton, W.J. (2001). Prinsip Pemasaran. (Jakarta: Erlangga).
Sugiyono. (2009). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R
& D. (Bandung: Pustaka Pelajar)
Wright, E. W., Hillon, Y. C., Garrido-lopez, M., Fowler, D., Wright, E. W., Hillon, Y. C., &
Fowler, D. (2018). A new scorecard for strategic planning. Journal of Business
Strategy. https://doi.org/10.1108/JBS-08-2017- 0107
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