STRATEGI PEMASARAN OLEH PETANI SAYURAN DI KECAMATAN BATUR KABUPATEN BANJARNEGARA

Pujiharto, Pujiharto (2014) STRATEGI PEMASARAN OLEH PETANI SAYURAN DI KECAMATAN BATUR KABUPATEN BANJARNEGARA. ARTIKEL PROSIDING.

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Abstract

This study is carried out in Batur District, Banjarnegara Regency, with the following objectives: (1) identify farmer’s marketing strategy in attaining the goals of agribusiness; (2) investigate factors influencing the farmer’s marketing strategy. The study shows that most vegetable farmers are not optimally practicing mixed-marketing strategy yet. This is obvious from the fact that the strategies of production, pricing, distribution, and promotion have not been highly conducted. To be more specific, among the factors strongly influencing farmer’s behavior in production strategy are farmer’s motivation and vegetable market, while factors influencing the pricing strategy are farmer’s attitude and motivation, vegetable market, and means of production. Furthermore, farmer’s promotion strategy is highly influenced by factors such as external income offered by non-agribusiness occupations and farmer’s attitude and group’s cohesiveness.Generally speaking, farmer highly considers the importance of the mastery of marketing strategy for their vegetable products as being beneficial, especially for the purpose of obtaining higher selling values so that the sharp fluctuation of price could be avoided. The higher the mastery, the broader the market segments that farmer could penetrate.

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