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Marketing Strategy Analysis Jambu Mete Using Analytical Hierarchy Procces (AHP) Approach (Case Study: UD. Azwan In Matano Oe Village Tongkuno District, Muna District)

Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian · Vol. 2 No. 1 (2021) · pp. 18–27

DOI
10.33772/tekper.v2i1.17403
ISSN
2721-5709
Published
2021-04-25
Publisher
Jurusan Ilmu dan Teknologi Pangan, Fakultas Pertanian,
Language
eng

Abstract

This study aims to determine the objectives of UD's cashew marketing strategy. Azwan uses the AHP method. Determination of stakeholders from the marketing strategy using the AHP method and to determine the alternative of the marketing strategy in the cashew business using the AHP method. Data was collected using the following methods: (a) interviews, (b) questionnaire/questionnaire techniques, and (c) documentation. The results showed that the cashew marketing strategy of the importance of each goal was an increase in income with a weighted value of (0.488), an increase in demand with a weighted value of (0.292); an increase in product quality with a weighted value of (0.118), and a price increase. Competing with a weighted value of (0.102). The selection of the stakeholder with the highest weight as a reference recommendation that underlies the selection of the cashew marketing strategy of the importance of each stakeholder, namely farmers with a weight value of (0.360), the government with a weight value of (0.145), companies with a weighting value of (0.255), academics with a weighted value of (0.112), and finance with a value of (0.129). The assessment of alternative strategies resulted in the highest weighting successively for the design of increasing and utilizing existing resources with a weighted value of (0.223), product development strategies with a weighted value of (0.357), and the need for market share strategies with a weighting of (0.311).

Keywords

Collaboration network of the authors

40 authors · 91 co-authorship links · 7 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Universitas Syiah Kuala
  • National University of Malaysia
  • Universitas Sulawesi Tenggara
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Sakir SakirAffiliation unknown9
Yusna IndarsyihUniversitas Halu Oleo3
Asriani AsrianiUniversitas Halu Oleo3
Dhian HerdhiansyahAffiliation unknown3
LA KARIMUNAUniversitas Halu Oleo2
Ikram IkramAffiliation unknown2
Rosmawaty RosmawatyAffiliation unknown2
Sitti HAJJAH AwaliyahAffiliation unknown2
Weka Gusmiarty AbdullahUniversitas Halu Oleo2
SRI WAHYUNIAffiliation unknown2
Darno DarnoAffiliation unknown2
Ilham La OdeAffiliation unknown2
Febriani FebrianiAffiliation unknown2
Jannatin JannatinAffiliation unknown2
Ayu Putri WahyuningsihAffiliation unknown2
Lilia HalimNational University of Malaysia1
Lilia Ellany MohtarNational University of Malaysia1
S SoewarnoUniversitas Syiah Kuala1
Munirwan ZaniUniversitas Halu Oleo1
Lukman YunusAffiliation unknown1
La Ode Arfan DeduAffiliation unknown1
Haji SaedimanUniversitas Halu Oleo1
Farah AmiratAffiliation unknown1
Syahrun SyahrunUniversitas Sulawesi Tenggara1
La Ode Ali BasriAffiliation unknown1
Sufiana SufianaAffiliation unknown1
Tamrin TamrinUniversitas Halu Oleo1
I Gede MardiantaAffiliation unknown1
Lisa LisaUniversitas Halu Oleo1
Ade Sidratul HayatAffiliation unknown1
La Ode Muhammad Muslihun HusuniAffiliation unknown1
Sakinah Ambang Diandry LesmanaAffiliation unknown1
La Ode KasrunAffiliation unknown1
Muhammad TisaktiAffiliation unknown1
La RiandaAffiliation unknown1
Wa UlianaAffiliation unknown1
Yusna IndarsihAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ojs.uho.ac.id/index.php/JMIP/oai, first harvested 30 Okt 2026, last seen 30 Okt 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Marketing Strategy Analysis Jambu Mete Using Analytical Hierarchy Procces (AHP) Approach (Case Study: UD. Azwan In Matano Oe Village Tongkuno District, Muna District)</dc:title>
	<dc:creator>Safar, Muhamad</dc:creator>
	<dc:creator>Sarinah, Sarinah</dc:creator>
	<dc:creator>Syukri, Muhammad</dc:creator>
	<dc:subject xml:lang="en-US">Cashew, analysis of marketing strategy, analytical hierarchy processes</dc:subject>
	<dc:description xml:lang="en-US">This study aims to determine the objectives of UD's cashew marketing strategy. Azwan uses the AHP method. Determination of stakeholders from the marketing strategy using the AHP method and to determine the alternative of the marketing strategy in the cashew business using the AHP method. Data was collected using the following methods: (a) interviews, (b) questionnaire/questionnaire techniques, and (c) documentation. The results showed that the cashew marketing strategy of the importance of each goal was an increase in income with a weighted value of (0.488), an increase in demand with a weighted value of (0.292); an increase in product quality with a weighted value of (0.118), and a price increase. Competing with a weighted value of (0.102). The selection of the stakeholder with the highest weight as a reference recommendation that underlies the selection of the cashew marketing strategy of the importance of each stakeholder, namely farmers with a weight value of (0.360), the government with a weight value of (0.145), companies with a weighting value of (0.255), academics with a weighted value of (0.112), and finance with a value of (0.129). The assessment of alternative strategies resulted in the highest weighting successively for the design of increasing and utilizing existing resources with a weighted value of (0.223), product development strategies with a weighted value of (0.357), and the need for market share strategies with a weighting of (0.311).</dc:description>
	<dc:publisher xml:lang="en-US">Jurusan Ilmu dan Teknologi Pangan, Fakultas Pertanian,</dc:publisher>
	<dc:contributor xml:lang="en-US">Sarinah.,Muhammad Syukri</dc:contributor>
	<dc:date>2021-04-25</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ojs.uho.ac.id/index.php/JMIP/article/view/17403</dc:identifier>
	<dc:identifier>10.33772/tekper.v2i1.17403</dc:identifier>
	<dc:source xml:lang="en-US">Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian; Vol 2, No 1 (2021): April  - Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian; 18 -27</dc:source>
	<dc:source>2721-5709</dc:source>
	<dc:source>10.33772/tekper.v2i1</dc:source>
	<dc:language>eng</dc:language>
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	<dc:rights xml:lang="en-US">Copyright (c) 2021 Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian</dc:rights>
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