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Effectiveness of Cashew Product Marketing Strategy at UD Cashew Mubaraq Lombe, Lahundape Village, West Kendari District, Kendari City

Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian · Vol. 2 No. 2 (2022) · pp. 100–116

DOI
10.33772/tekper.v2i2.20423
ISSN
2721-5709
Published
2022-06-07
Publisher
Jurusan Ilmu dan Teknologi Pangan, Fakultas Pertanian,
Language
eng

Abstract

UD Cashew Mubaraq Lombe is a trading business that provides a variety of snacks typical of the Southeast Sulawesi region made from cashew nuts. A good marketing strategy is needed to introduce the products at UD Mete Mubaraq Lombe to the public. Marketing strategy is also one of the factors that can direct the level of marketing effectiveness that can be achieved. The effectiveness of the marketing strategy is the extent to which the company achieves the goals that have been agreed upon or previously set. Thus it can be interpreted that if marketing can be carried out correctly as planned or targeted according to the company's goals that have been set, it can be said that the marketing is effective. This study aims to describe the marketing strategy applied by UD Cashew Mubaraq Lombe in increasing the competitive advantage of the products being marketed and to determine the marketing strategy of UD Cashew Mubaraq Lombe's products. The research was carried out in the Lahundape Village, West Kendari District, Kendari City. The study is conducted using qualitative descriptive analysis. The dependent variables are product (X1), price (X2), promotion (X3), place (X4), service (X5), process (X6), people (X7), and physical evidence (X8). The independent variable (Y) is the marketing strategy applied by UD Mete Mubaraq Lombe. The results showed that all the methods used by UD Cashew Mubaraq effectively increased sales volume.

Keywords

Collaboration network of the authors

40 authors · 141 co-authorship links · 6 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 Gadjah Mada
  • Universitas Syiah Kuala
  • Syarif Hidayatullah State Islamic University Jakarta
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
La RiandaAffiliation unknown14
Salahuddin SalahuddinUniversitas Gadjah Mada9
Sarinah SarinahAffiliation unknown6
Tjandra BuanaAffiliation unknown5
Awaluddin HamzahUniversitas Halu Oleo5
Bunyamin BunyaminAffiliation unknown5
Yoenita JayadisastraUniversitas Halu Oleo4
Putu ArimbawaAffiliation unknown4
Hartina BatoaAffiliation unknown3
Nur Isiyana WiantiAffiliation unknown3
Suriana SurianaAffiliation unknown3
Darsilan DimaAffiliation unknown3
Muhammad SyukriUniversitas Syiah Kuala3
Muslim TadjuddahAffiliation unknown2
LA KARIMUNAUniversitas Halu Oleo2
Hermanto HermantoUniversitas Halu Oleo2
Sitti HAJJAH AwaliyahAffiliation unknown2
Muhammad Aswar LimiUniversitas Halu Oleo2
Ni Wayan SutrianiAffiliation unknown2
Ima Astuty WunawarsihAffiliation unknown2
Alimin AliminSyarif Hidayatullah State Islamic University Jakarta2
Sarawa MammaUniversitas Halu Oleo2
Abdul DjoharAffiliation unknown2
Pratiwi Andriyani MekuoAffiliation unknown1
Fadillah NasyratullahAffiliation unknown1
Usman RianseAffiliation unknown1
Hefbron HefbronAffiliation unknown1
Dasmin SiduAffiliation unknown1
Srofela SrofelaAffiliation unknown1
Mira Safira MamulatyAffiliation unknown1
Iskandar IskandarAffiliation unknown1
Safran SafranAffiliation unknown1
Rosmawaty RosmawatyAffiliation unknown1
Anita BeatrixAffiliation unknown1
Herlina HerlinaUniversitas Halu Oleo1
Siti Nur RahmaAffiliation unknown1
L. DaudAffiliation 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 1 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Effectiveness of Cashew Product Marketing Strategy at UD Cashew Mubaraq   Lombe, Lahundape Village, West Kendari District, Kendari City</dc:title>
	<dc:creator>Rismayanti, Desty</dc:creator>
	<dc:creator>Abdullah, Sukmawati</dc:creator>
	<dc:creator>Sakir, Sakir</dc:creator>
	<dc:subject xml:lang="en-US">fectiveness, strategy, marketing, cashew</dc:subject>
	<dc:description xml:lang="en-US">UD Cashew Mubaraq Lombe is a trading business that provides a variety of snacks typical of the Southeast Sulawesi region made from cashew nuts. A good marketing strategy is needed to introduce the products at UD Mete Mubaraq Lombe to the public. Marketing strategy is also one of the factors that can direct the level of marketing effectiveness that can be achieved. The effectiveness of the marketing strategy is the extent to which the company achieves the goals that have been agreed upon or previously set. Thus it can be interpreted that if marketing can be carried out correctly as planned or targeted according to the company's goals that have been set, it can be said that the marketing is effective. This study aims to describe the marketing strategy applied by UD Cashew Mubaraq Lombe in increasing the competitive advantage of the products being marketed and to determine the marketing strategy of UD Cashew Mubaraq Lombe's products. The research was carried out in the Lahundape Village, West Kendari District, Kendari City. The study is conducted using qualitative descriptive analysis. The dependent variables are product (X1), price (X2), promotion (X3), place (X4), service (X5), process (X6), people (X7), and physical evidence (X8). The independent variable (Y) is the marketing strategy applied by UD Mete Mubaraq Lombe. The results showed that all the methods used by UD Cashew Mubaraq effectively increased sales volume.</dc:description>
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	<dc:date>2022-06-07</dc:date>
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	<dc:identifier>10.33772/tekper.v2i2.20423</dc:identifier>
	<dc:source xml:lang="en-US">Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian; Vol 2, No 2 (2021): Agustus - Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian; 100 - 116</dc:source>
	<dc:source>2721-5709</dc:source>
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	<dc:language>eng</dc:language>
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