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Strategi Pemasaran Efektif Gula Semut di PT Pradja Agro Indoland

JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian · Vol. 9 No. 5 (2024) · pp. 401–411

DOI
10.37149/jia.v9i5.1418
ISSN
2527-273X
Published
2024-10-10
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

PT Pradja Agro Indoland is an agribusiness company dealing with coconut commodities, including crystal sugar. Currently, coconut crystal sugar has high potency because of its benefits. Several coconut crystal sugar companies compete to market their products domestically and abroad. The increasingly tight industrial competition requires PT Pradja Agro Indoland to formulate appropriate marketing strategies to find a profitable marketing position. This research aims to identify internal and external factors in PT Pradja Agro Indoland's coconut crystal sugar marketing, formulate alternative coconut crystal sugar marketing strategies, and determine appropriate strategic priorities for PT Pradja Agro Indoland to implement in marketing coconut crystal sugar products. This research uses a descriptive method, with 14 critical informants determined by purposive sampling, where the key informants were the people who knew about the marketing of coconut crystal sugar in PT Pradja Agro Indoland. Data collection using the interview method was done from March to June 2024. Data were analyzed using analytical tools, including the IFE matrix, EFE matrix, IE matrix, SWOT matrix, and QSPM, to determine the priority strategy. The research results show that the main strength in marketing coconut crystal sugar at PT Pradja Agro Indoland is its FFL (Fair For Life) and ROC (Regenerative Organic Certified) certification and perfect product quality control. The main weakness of PT Pradja Agro Indoland is that factory employees do not have work continuity. The foremost opportunity of the external factor for PT Pradja Agro Indoland is many farmers. The primary threat is the difficulty of regenerating penderes farmers. The strategic priority that PT Pradja Agro Indoland can implement based on the QSP matrix analysis is to expand the target market.

Keywords

Collaboration network of the authors

15 authors · 22 co-authorship links

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  • Affiliation unknown
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Co-authorOrganisationJoint articles
Agustono AgustonoAffiliation unknown3
Salsabila Aprilia HudoyoAffiliation unknown1
Umi BarokahAffiliation unknown1
Nur Mei AzizahAffiliation unknown1
Isti KhomahAffiliation unknown1
Clarashinta KusumaAffiliation unknown1
Clarisa Candra UtamaAffiliation unknown1
Lory Br Ginting MuntheAffiliation unknown1
Darsono DarsonoNational Research and Innovation Agency1
Ambarwati NurjanahAffiliation unknown1
Minar FerichaniAffiliation unknown1
Muhamad AzharAffiliation 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 Gula Semut  di PT Pradja Agro Indoland</dc:title>
	<dc:creator>Ningsih, Cita Ayu Setia</dc:creator>
	<dc:creator>Riptanti, Erlyna Wida</dc:creator>
	<dc:creator>Fajarningsih, Rhina Uchyani</dc:creator>
	<dc:subject xml:lang="en-US">coconut crystal sugar</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">PT Pradja Agro Indoland is an agribusiness company dealing with coconut commodities, including crystal sugar. Currently, coconut crystal sugar has high potency because of its benefits. Several coconut crystal sugar companies compete to market their products domestically and abroad. The increasingly tight industrial competition requires PT Pradja Agro Indoland to formulate appropriate marketing strategies to find a profitable marketing position. This research aims to identify internal and external factors in PT Pradja Agro Indoland's coconut crystal sugar marketing, formulate alternative coconut crystal sugar marketing strategies, and determine appropriate strategic priorities for PT Pradja Agro Indoland to implement in marketing coconut crystal sugar products. This research uses a descriptive method, with 14 critical informants determined by purposive sampling, where the key informants were the people who knew about the marketing of coconut crystal sugar in PT Pradja Agro Indoland. Data collection using the interview method was done from March to June 2024. Data were analyzed using analytical tools, including the IFE matrix, EFE matrix, IE matrix, SWOT matrix, and QSPM, to determine the priority strategy. The research results show that the main strength in marketing coconut crystal sugar at PT Pradja Agro Indoland is its FFL (Fair For Life) and ROC (Regenerative Organic Certified) certification and perfect product quality control. The main weakness of PT Pradja Agro Indoland is that factory employees do not have work continuity. The foremost opportunity of the external factor for PT Pradja Agro Indoland is many farmers. The primary threat is the difficulty of regenerating penderes farmers. The strategic priority that PT Pradja Agro Indoland can implement based on the QSP matrix analysis is to expand the target market.</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>2024-10-10</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/1418</dc:identifier>
	<dc:identifier>10.37149/jia.v9i5.1418</dc:identifier>
	<dc:source xml:lang="en-US">JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian; Vol. 9 No. 5 (2024); 401 - 411</dc:source>
	<dc:source>2527-273X</dc:source>
	<dc:source>10.37149/jia.v9i5</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/1418/284</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2024 Cita Ayu Setia Ningsih, Erlyna Wida Riptanti, Rhina Uchyani Fajarningsih</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>