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Strategi Pemasaran Efektif untuk Meningkatkan Produksi dan Pendapatan Usaha Jamur Tiram (Studi Kasus PT Timur Mushroom Farm Desa Kuajang Kecamatan Binuang Kabupaten Polewali Mandar Sulawesi Barat)

JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian · Vol. 9 No. 1 (2024) · pp. 27–37

DOI
10.37149/jia.v9i1.965
ISSN
2527-273X
Published
2024-02-06
Publisher
Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

Mushrooms are a horticultural plant with many benefits for the human body and are easily cultivated and processed into products. However, many people do not know how to process oyster mushrooms, especially in the Polewali Mandar area, so PT Timur Mushroom Farm was established as a company that develops oyster mushroom cultivation. The research aims to describe internal and external factors and formulate alternative strategies more effective for companies in increasing production and income. The study was conducted in 2023 by combining two methods or a mixture of qualitative and quantitative methods. The data source is primary data obtained through interviews with the owner of PT Timur Mushroom Farm, while the variables in the study are marketing strategy and marketing mix. Secondary data is obtained indirectly through intermediary media such as journal theses from parallel research. Informants in the study ranged from 3 people with data analysis methods in the form of IFE and EFE matrices to determine the company's internal and external factors. The SWOT matrix brings up new strategies that can help the company develop, and the QSPM matrix determines which alternative strategies are prioritized to increase production and company revenue. The results showed 17 internal and external factors in the company. Alternative strat.

Keywords

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25 authors · 59 co-authorship links

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Co-authorOrganisationJoint articles
A AmrullahAffiliation unknown4
Nurdin LanuhuAffiliation unknown2
Yulfirah YusufAffiliation unknown1
Hatta JamilAffiliation unknown1
M. Rusli RukkaAffiliation unknown1
Ferawati FerawatiAffiliation unknown1
Rahim DarmaAffiliation unknown1
Yunus MusaAffiliation unknown1
Ria IndrianiAffiliation unknown1
Nimade ViantikaAffiliation unknown1
Hastika HastikaAffiliation unknown1
Arin SaputriAffiliation unknown1
Rahmawaty NadjaAffiliation unknown1
Tamzil IbrahimAffiliation unknown1
Andi Anizha RahmadaniAffiliation unknown1
Pipi DiansariAffiliation unknown1
Didi RukmanaAffiliation unknown1
Astuti SiamaAffiliation unknown1
Siti Hardiyanti SyamAffiliation unknown1
Riswa AmpangalloAffiliation 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://ejournal.agribisnis.uho.ac.id/index.php/JIA/oai, first harvested 4 Nov 2026, last seen 4 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Strategi Pemasaran Efektif untuk Meningkatkan  Produksi dan Pendapatan Usaha Jamur Tiram  (Studi Kasus PT Timur Mushroom Farm Desa Kuajang Kecamatan Binuang Kabupaten Polewali Mandar Sulawesi Barat)</dc:title>
	<dc:creator>Mardianti, Niken Ayu</dc:creator>
	<dc:creator>Saadah, Saadah</dc:creator>
	<dc:creator>Nadja, Rahmawaty A</dc:creator>
	<dc:creator>Tenriawaru, A. Nixia</dc:creator>
	<dc:creator>Sulianderi, Ni Made Viantika</dc:creator>
	<dc:subject xml:lang="en-US">marketing mix</dc:subject>
	<dc:subject xml:lang="en-US">marketing strategy</dc:subject>
	<dc:subject xml:lang="en-US">QSPM</dc:subject>
	<dc:subject xml:lang="en-US">SWOT</dc:subject>
	<dc:description xml:lang="en-US">Mushrooms are a horticultural plant with many benefits for the human body and are easily cultivated and processed into products. However, many people do not know how to process oyster mushrooms, especially in the Polewali Mandar area, so PT Timur Mushroom Farm was established as a company that develops oyster mushroom cultivation. The research aims to describe internal and external factors and formulate alternative strategies more effective for companies in increasing production and income. The study was conducted in 2023 by combining two methods or a mixture of qualitative and quantitative methods. The data source is primary data obtained through interviews with the owner of PT Timur Mushroom Farm, while the variables in the study are marketing strategy and marketing mix. Secondary data is obtained indirectly through intermediary media such as journal theses from parallel research. Informants in the study ranged from 3 people with data analysis methods in the form of IFE and EFE matrices to determine the company's internal and external factors. The SWOT matrix brings up new strategies that can help the company develop, and the QSPM matrix determines which alternative strategies are prioritized to increase production and company revenue. The results showed 17 internal and external factors in the company. Alternative strat.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2024-02-06</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://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/965</dc:identifier>
	<dc:identifier>10.37149/jia.v9i1.965</dc:identifier>
	<dc:source xml:lang="en-US">JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian; Vol. 9 No. 1 (2024); 27 - 37</dc:source>
	<dc:source>2527-273X</dc:source>
	<dc:source>10.37149/jia.v9i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/965/187</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2024 Niken Ayu Mardianti, Saadah, Rahmawaty A. Nadja, A. Nixia Tenriawaru, Ni Made Viantika Sulianderi</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>