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Marketing Mix Analysis of Banana Chips in Darma Jaya Agroindustry in Jambi City

JALOW | Journal of Agribusiness and Local Wisdom · Vol. 8 No. 2 (2025) · hlm. 13–20

DOI
10.22437/jalow.v8i2.46525
ISSN
2621-1300, 2621-1297
Terbit
2025-07-26
Penerbit
Program Studi Agribisnis bekerja sama dengan PERHEPI
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This research aims to (1) Describe the general picture of Darma Jaya Agroindustry (2) Analyze the marketing mix strategy applied by Darma Jaya Agroindustry. The analysis method used is quantitative descriptive with an assessment using a Likert scale (4,3,2,1). The number of respondents in this research was 30 consumers of Agroindustry Darma Jaya banana chips. The result of this research show that: (1) The production process activities of Agroindustry Darma Jaya are carried out by processing the main raw material in the form of horn bananas into banana chips in various flavors, with a workforce of 15 people. Production is carried out every day and the products are distributed to distributors and resellers. (2) The application of the marketing mix elements of 7P Agroindustry Darma Jaya, namely the aspects of product, price, place, people, and process, shows a good category based on the tendency of the averafe score. However, it still has aspects that fall into the less good category, namely promotion and physical evidence. Thefore, Darma Jaya Agroindustry is advised to maintain and improve the quality of aspects that are already good and make improvements to aspects that are still less than optimal, especially in terms of promotion strategies and improving physical evidence. Keywords: Marketing mix, Banana chips, Agroindustry, Likert scale

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  • Universitas Jambi
  • Obihiro University of Agriculture and Veterinary Medicine
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
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Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Saidin NainggolanUniversitas Jambi5
Suandi SuandiUniversitas Jambi3
Elwamendri ElwamendriUniversitas Jambi2
Aulia FaridaUniversitas Jambi2
Yanuar FitriUniversitas Jambi2
Fitra YusafriyaniUniversitas Jambi2
Yusma DamayantiUniversitas Jambi2
Fuad MuchlisUniversitas Jambi1
Idris SardiUniversitas Jambi1
Ahmad Syariful JamilObihiro University of Agriculture and Veterinary Medicine1
Apriliana AprilianaUniversitas Jambi1
Saad MurdyUniversitas Jambi1
Dewi Sri NurchaeniUniversitas Jambi1
Riri Oktari UlmaUniversitas Jambi1
Sukris NopiUniversitas Jambi1
Armen MaraUniversitas Jambi1
Nancy Irawaty SianturiUniversitas Jambi1
A. RahmanAfiliasi tidak diketahui1
Wika HardiyantiUniversitas Jambi1
Adlaida MalikUniversitas Jambi1
Iin Widya NingsihUniversitas Jambi1
Ira WahyuniAfiliasi tidak diketahui1
Fenny Febiola SilalahiAfiliasi tidak diketahui1
Nadia SafitriUniversitas Jambi1
Vidiya TamaraUniversitas Jambi1
Inez AlmiraUniversitas Jambi1
Halisa ArnadiaUniversitas Jambi1
Mirawati YanitaUniversitas Jambi1
Windi OliviandariUniversitas Jambi1
Zakky FathoniAfiliasi tidak diketahui1
Dewi Sri NurchainiUniversitas Jambi1
Fendria SativaUniversitas Jambi1
Tut Wuri ErgayaUniversitas Jambi1
Nurlina NurlinaUniversitas Jambi1
Adinda Inayah SalwaUniversitas Jambi1

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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/JALOW/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Marketing Mix Analysis of Banana Chips in Darma Jaya Agroindustry in Jambi City</dc:title>
	<dc:creator xml:lang="en">Mayshinta, Rosa</dc:creator>
	<dc:creator xml:lang="en">Wahyuni, Ira</dc:creator>
	<dc:creator xml:lang="en">Effran, Endy</dc:creator>
	<dc:creator xml:lang="en">Fathoni, Zakky</dc:creator>
	<dc:creator xml:lang="en">Yulismi, Yulismi</dc:creator>
	<dc:subject xml:lang="en">Marketing mix</dc:subject>
	<dc:subject xml:lang="en">Banana chips</dc:subject>
	<dc:subject xml:lang="en">Agroindustry</dc:subject>
	<dc:subject xml:lang="en">Likert scale</dc:subject>
	<dc:description xml:lang="en">This research aims to (1) Describe the general picture of Darma Jaya Agroindustry (2) Analyze the marketing mix strategy applied by Darma Jaya Agroindustry. The analysis method used is quantitative descriptive with an assessment using a Likert scale (4,3,2,1). The number of respondents in this research was 30 consumers of Agroindustry Darma Jaya banana chips. The result of this research show that : (1) The production process activities of Agroindustry Darma Jaya are carried out by processing the main raw material in the form of horn bananas into banana chips in various flavors, with a workforce of 15 people. Production is carried out every day and the products are distributed to distributors and resellers. (2) The application of the marketing mix elements of 7P Agroindustry Darma Jaya, namely the aspects of product, price, place, people, and process, shows a good category based on the tendency of the averafe score. However, it still has aspects that fall into the less good category, namely promotion and physical evidence. Thefore, Darma Jaya Agroindustry is advised to maintain and improve the quality of aspects that are already good and make improvements to aspects that are still less than optimal, especially in terms of promotion strategies and improving physical evidence.
&amp;nbsp;
Keywords: Marketing mix, Banana chips, Agroindustry, Likert scale</dc:description>
	<dc:publisher xml:lang="en">Program Studi Agribisnis bekerja sama dengan PERHEPI</dc:publisher>
	<dc:date>2025-07-26</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/JALOW/article/view/46525</dc:identifier>
	<dc:identifier>10.22437/jalow.v8i2.46525</dc:identifier>
	<dc:source xml:lang="en">JALOW | Journal of Agribusiness and Local Wisdom; Vol. 8 No. 2 (2025): Journal of Agribusiness and Local Wisdom; 13-20</dc:source>
	<dc:source>2621-1300</dc:source>
	<dc:source>2621-1297</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/JALOW/article/view/46525/21728</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Rosa Mayshinta, Ira Wahyuni; Zakky Fathoni, Yulismi Yulismi</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>