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Analisis Strategi Pemasaran Produk Abon Ikan (Suatu Kasus Pada UMKM Citra Permata Kendari)

JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian · Vol. 4 No. 2 (2019) · pp. 45–51

DOI
10.33772/jia.v4i2.6514
ISSN
2527-273X
Published
2019-03-31
Publisher
Department of Agribusiness, Halu Oleo University
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

The purpose of the research is to formulate the appropriate marketing strategy through the marketing mix concept involve the owner as of the internal and the consumer as the external parties in the organization. Analytic Hierarchy Process (AHP) was used as the method to solve the problems thought the selection of several priorities. The result showed that the order of marketing mix priority that has been chosen by the internal parties are as follow: Promotion, product, place, and price. Also, the ultimate goal can be determined by several criteria of the marketing mix. Those criteria are bazaar/exhibition, quality, cleanliness and comfort, packaging/serving.

Keywords

Collaboration network of the authors

40 authors · 109 co-authorship links · 2 across different organisations

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

  • Universitas Halu Oleo
  • 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
Munirwan ZaniUniversitas Halu Oleo6
Lukman YunusAffiliation unknown3
Muhammad Arief DirgantoroUniversitas Halu Oleo3
Fayadh Mahdi HalidaAffiliation unknown2
Yusna IndarsyihUniversitas Halu Oleo2
La RiandaAffiliation unknown2
Muhammad Aswar LimiUniversitas Halu Oleo2
Bahari BahariUniversitas Sulawesi Tenggara1
Jusmiaty JusmiatyAffiliation unknown1
Azhar BafadalUniversitas Halu Oleo1
Murdjani KamaluddinAffiliation unknown1
Putu ArimbawaAffiliation unknown1
Misnawati MisnawatiAffiliation unknown1
Mirsat MirsatAffiliation unknown1
Yusna IndarsihAffiliation unknown1
Sahrul RamadanAffiliation unknown1
Ghina Rahmayanti MakmurAffiliation unknown1
Harapin HafidUniversitas Halu Oleo1
Nurholis NurAffiliation unknown1
Syamsuddin SyamsuddinAffiliation unknown1
R. Marsuki IswandiAffiliation unknown1
Dewi Maulana MuninggarAffiliation unknown1
Haji SaedimanUniversitas Halu Oleo1
Asnani AsnaniAffiliation unknown1
Evi UntariAffiliation unknown1
La Ode Abdul RahmanAffiliation unknown1
Ayub Mangala PandangaranAffiliation unknown1
Abdul GafaruddinUniversitas Halu Oleo1
Slamet Setya BudiAffiliation unknown1
wa Ode YusriaAffiliation unknown1
Indah Pratiwi MasselengAffiliation unknown1
Fahria Nadiryati SadimantaraUniversitas Halu Oleo1
Musdalifah MusdalifahAffiliation unknown1
Samsul Alam FykaUniversitas Halu Oleo1
Irmawati IrmawatiAffiliation unknown1
Wa Ode Fifi Sofiani SiregarAffiliation unknown1
Syahroni SyahroniAffiliation 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/JIA/oai, first harvested 31 Okt 2026, last seen 1 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Analisis Strategi Pemasaran Produk Abon Ikan (Suatu Kasus Pada UMKM Citra Permata Kendari)</dc:title>
	<dc:creator>Nurmaida, Esti Agesta</dc:creator>
	<dc:creator>Tuwo, Muhammad Akib</dc:creator>
	<dc:creator>Surni, Surni</dc:creator>
	<dc:subject xml:lang="en-US">Analytic Hierarchy Process (AHP), Marketing Mix Strategy, Shredded fish</dc:subject>
	<dc:description xml:lang="en-US">The purpose of the research is to formulate the appropriate marketing strategy through the marketing mix concept involve the owner as of the internal and the consumer as the external parties in the organization. Analytic Hierarchy Process (AHP) was used as the method to solve the problems thought the selection of several priorities. The result showed that the order of marketing mix priority that has been chosen by the internal parties are as follow: Promotion, product, place, and price. Also, the ultimate goal can be determined by several criteria of the marketing mix. Those criteria are bazaar/exhibition, quality, cleanliness and comfort, packaging/serving.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2019-03-31</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/JIA/article/view/6514</dc:identifier>
	<dc:identifier>10.33772/jia.v4i2.6514</dc:identifier>
	<dc:source xml:lang="en-US">JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian; Vol 4, No 2 (2019); 45 - 51</dc:source>
	<dc:source>2527-273X</dc:source>
	<dc:source>10.37149/jia.v4i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ojs.uho.ac.id/index.php/JIA/article/view/6514/pdf</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2019 JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
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