Marketing Strategy of The Pink Mete Product (Anacardium Occidentale L.) in The Home Industry in The Continental District of Muna

Rizal, Muahammad; Karimuna, La; Herdhiansyah, Dhian

doi:10.33772/tekper.v1i1.11670

Jurnal

Marketing Strategy of The Pink Mete Product (Anacardium Occidentale L.) in The Home Industry in The Continental District of Muna

Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian · Vol. 1 No. 1 (2020) · pp. 29–36

DOI: 10.33772/tekper.v1i1.11670
ISSN: 2721-5709
Published: 2020-04-05
Publisher: Jurusan Ilmu dan Teknologi Pangan, Fakultas Pertanian,
Language: eng

Abstract

This study aims to: (1) Learn how the processing of cashew products in the home industry (2) Learn what strategies are implemented to increase sales of cashew products in the home industry. This research has been conducted since January 2019. The population in this study is the whole cashew home industry. Sampling is done by Proportional Random Sampling. The samples in this study were 4 cashew home industries from 8 respondents. Primary data collection is done through direct interviews using questionnaires. The variables to be examined are the condition of the company including the condition of the company's external and internal environment which includes strengths, weaknesses, opportunities, and threats, as well as marketing variables such as products, prices, places promotion and distribution. Data is processed using SWOT analysis. The results of this study indicate that (1) The processing process of cashew products has 7 stages of management, while the stages are the raw material for cashew spindles, drying, skin cleavage, pruning cashew seeds, removal of the epidermis, drying (drying), packaging; (2) The home industry implements a strategy to support the diversification strategy, which means that the home industry in the contingent district is in a very good position to further develop the business, but does not demand the possibility of being alert to the existing threats. Marketing strategies that need to be applied to home industries in the Kontunaga District are to improve product quality, strengthen cooperation with the government, maintain good relations with consumers, improve the quality of human resources at the operational level, increase product promotion and distribution, market segmentation to be able to maintain and expand existing markets, creating new designs so that consumers have many choices and increasing production and marketing cooperation between similar business actors.

Keywords

Collaboration network of the authors

40 authors · 150 co-authorship links · 2 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
Affiliation unknown

Different organisations
Same organisation
Affiliation unknown
Thicker line = more joint articles · bigger circle = more articles

Show as table

Co-author	Organisation	Joint articles
Asriani Asriani	Universitas Halu Oleo	10
Ansharullah Ansharullah	Universitas Halu Oleo	9
La Rianda	Affiliation unknown	6
Muhammad Syukri Sadimantara	Universitas Halu Oleo	6
Hermanto Hermanto	Universitas Halu Oleo	5
Muhammad Syukri	Universitas Syiah Kuala	5
La Ode Alwi	Universitas Halu Oleo	4
SRI WAHYUNI	Affiliation unknown	4
MIRZA ARSIATY ARSYAD	Universitas Halu Oleo	3
Abdul Madiki	Universitas Halu Oleo	3
Nini Mila Rahni	Universitas Halu Oleo	3
RH Fitri Faradilla	Affiliation unknown	3
Tamrin Tamrin	Universitas Halu Oleo	3
Nur Asyik	Universitas Halu Oleo	3
Sakir Sakir	Affiliation unknown	3
Tresjia Corina Rakian	Universitas Halu Oleo	2
Sarawa Sarawa	Universitas Halu Oleo	2
Rachmawati Hasid	Universitas Halu Oleo	2
IMRAN SUBAIR	Universitas Halu Oleo	2
Abdu Rahman Baco	Affiliation unknown	2
SRI REJEKI	Universitas Halu Oleo	2
Andi Widyanti	Affiliation unknown	2
LA KONTU	Universitas Halu Oleo	1
MUHIDIN MUHIDIN	Universitas Halu Oleo	1
Afiati Bahrawi	Affiliation unknown	1
Andi Bahrun	Universitas Halu Oleo	1
Arham Arham	Affiliation unknown	1
Gusnawaty H.S. Gusnawaty H.S.	Affiliation unknown	1
Sumarlin Sumarlin	Universitas Halu Oleo	1
Hasbullah Syaf	Affiliation unknown	1
La Ode Santiaji Bande	Affiliation unknown	1
Jamili Jamili	Affiliation unknown	1
Riska Herlina	Affiliation unknown	1
Harjoni Kilowasid	Affiliation unknown	1
Aminuddin Mane Kandari	Universitas Halu Oleo	1
Mani Yusuf	Affiliation unknown	1
Kasmawati Kasmawati	Affiliation unknown	1

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 1 Nov 2026.

Original metadata (oai_dc)

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	<dc:title xml:lang="en-US">Marketing Strategy of The Pink Mete Product (Anacardium Occidentale L.)  in The Home Industry in The Continental District of Muna</dc:title>
	<dc:creator>Rizal, Muahammad</dc:creator>
	<dc:creator>Karimuna, La</dc:creator>
	<dc:creator>Herdhiansyah, Dhian</dc:creator>
	<dc:subject xml:lang="en-US">Jambu Mete, Industri Rumah Tangga, Pemasaran Usaha.</dc:subject>
	<dc:description xml:lang="en-US">This study aims to: (1) Learn how the processing of cashew products in the home industry (2) Learn what strategies are implemented to increase sales of cashew products in the home industry. This research has been conducted since January 2019. The population in this study is the whole cashew home industry. Sampling is done by Proportional Random Sampling. The samples in this study were 4 cashew home industries from 8 respondents. Primary data collection is done through direct interviews using questionnaires. The variables to be examined are the condition of the company including the condition of the company's external and internal environment which includes strengths, weaknesses, opportunities, and threats, as well as marketing variables such as products, prices, places promotion and distribution. Data is processed using SWOT analysis. The results of this study indicate that (1) The processing process of cashew products has 7 stages of management, while the stages are the raw material for cashew spindles, drying, skin cleavage, pruning cashew seeds, removal of the epidermis, drying (drying), packaging; (2) The home industry implements a strategy to support the diversification strategy, which means that the home industry in the contingent district is in a very good position to further develop the business, but does not demand the possibility of being alert to the existing threats. Marketing strategies that need to be applied to home industries in the Kontunaga District are to improve product quality, strengthen cooperation with the government, maintain good relations with consumers, improve the quality of human resources at the operational level, increase product promotion and distribution, market segmentation to be able to maintain and expand existing markets, creating new designs so that consumers have many choices and increasing production and marketing cooperation between similar business actors.</dc:description>
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	<dc:date>2020-04-05</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
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	<dc:identifier>https://ojs.uho.ac.id/index.php/JMIP/article/view/29-36</dc:identifier>
	<dc:identifier>10.33772/tekper.v1i1.11670</dc:identifier>
	<dc:source xml:lang="en-US">Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian; Vol 1, No 1 (2020): April - Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian; 29 - 36</dc:source>
	<dc:source>2721-5709</dc:source>
	<dc:source>10.33772/tekper.v1i1</dc:source>
	<dc:language>eng</dc:language>
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	<dc:rights xml:lang="en-US">Copyright (c) 2020 Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian</dc:rights>
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