The Promotion Strategy for Virgin Coconut Oil Products in The Pangsan Ayu Group, Petang District, Badung District
DOI:
https://doi.org/10.22441/jurnal_mix.2025.v15i1.018Kata Kunci:
Promotion Strategy, Virgin Coconut Oil, Digital Marketing, Marketing MethodAbstrak
Objectives: Virgin Coconut Oil (VCO) is oil obtained from the processing of coconuts, this VCO has many benefits, especially for health and beauty. However, this product still faces obstacles in the marketing process. Digital marketing is one solution that can be offered to the Pangsan Ayu group. The purpose of this research is to determine the marketing system used and to determine the appropriate marketing method used by the Pangsan Ayu group.
Methodology The research was conducted using a survey method through the use of questionnaires and in-depth interviews. The quantitative and qualitative data obtained were analyzed using statistical analysis with SPSS version 25 application. Primary data was obtained from questionnaires given to 96 respondents, consisting of 90 consumers, 4 producers (Pangsan Ayu group) and 2 representatives of the Pangsan Village government.
Finding: The research results show that: The group has carried out the planning stage before carrying out the production process 83.3%. Apart from that, the group has also received training (33.3%) and is skilled in processing VCO (33.3%) and the group has divided work tasks (66.7%) in carrying out production.
Conclusion: All consumers, 100% of the 90 people who were respondents, said they had used Pangsan Ayu VCO, had purchased it by order, so they recommended using VCO. Most of the 66.7% VCO oil is sold at IDR 35,000, this price is considered cheap at 34.4% and some say the price is moderate at 61.1%. VCO quality is good at 44.4%, attractive at 44.4% and the information conveyed on the packaging label is complete. Most of Pangsan Ayu's VCO products are 51.1% for beauty and 44.4% for health.
Referensi
Adithia, S., & Jaya, M. P. P. (2021). Strategi Pemasaran Digital Produk Minuman Kopi di Masa Pandemi. Journal of Research on Business and Tourism, 1(1), 37. https://doi.org/10.37535/104001120213
Afrilia, A. M. (2018). Digital Marketing Sebagai Strategi Komunikasi Pemasaran “Waroenk Ora Umum” Dalam Meningkatkan Jumlah Konsumen. Jurnal Riset Komunikasi, 1(1), 147–157. https://doi.org/10.24329/jurkom.v1i1.21
Bruce, E., Shurong, Z., Ying, D., Yaqi, M., Amoah, J., & Egala, S. B. (2023). The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana. Sustainability, 15(6), 4760. https://doi.org/10.3390/su15064760
Danil, Firdaus, M., & Hartono, S. (2014). Produksi dan Pemasaran Kakao di Kabupaten Padang Pariaman, Provinsi Sumatra Barat. 11(15), 41–51.
Fadilah, N., & Hidayati, D. R. (2017). Cocoa Marketing Management At Banjarsari Plantation of PTP XI Jember. Neo-Bis, 11(1).
Ginting, G., Tariningsih, D., & Lestari, P. (2020). Strategi Pemasaran Madu Kele-Kele di Home Industri Bapak Yustika Desa Kuwum Kecamatan Mengwi Kabupaten Badung. AGRIMETA, 10(20), 49–55. http://e-journal.unmas.ac.id/index.php/agrimeta/article/view/1791%0Ahttps://e-journal.unmas.ac.id/index.php/agrimeta/article/download/1791/1425
Henrietta, H. M., Kalaiyarasi, K., & Raj, A. S. (2022). Coconut Tree (Cocos nucifera) Products: A Review of Global Cultivation and its Benefits. Journal of Sustainability and Environmental Management, 1(2), 257–264. https://doi.org/10.3126/josem.v1i2.45377
Hikmah, N., Nurdin, A. S., Irmayanti, L., & Hanafi, M. Y. (2020). Strategi Pengembangan Usaha Lebah Madu Kelompok Tani Mau Sigaro Hutan Kemasyarakatan Desa Gamsungi Kabupaten Halmahera Barat. Jurnal Hutan Dan Masyarakat, 12(1), 58. https://doi.org/10.24259/jhm.v12i1.9921
Huwae, Karien, M. M., Moniharapon, S., & Worang, F. G. (2017). Analisis Pengaruh Citra Merek, Kualitas Produk, Dan Strategi Harga Terhadap Keputusan Pembelian Di Avenue Mega Mall Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 5(3), 3160–3169.
Kusuma, M. A., & Putri, N. A. (2020). Review: Asam Lemak Virgin Coconut Oil (VCO) dan Manfaatnya untuk Kesehatan. Jurnal Agrinika : Jurnal Agroteknologi Dan Agribisnis, 4(1), 93. https://doi.org/10.30737/agrinika.v4i1.1128
Mangku, I. G. P., Suriati, L., Sudita, D. N., Situmeang, P., & Udayana, I. G. B. (2022). Pembinaan dan Pendampingan Pengembangan VCO Pada Kelompok “ PANGSAN AYU ” Desa Pangsan Kecamatan Petang Kabupaten Badung. Jurnal Widya Laksana, Vol.11, No.2, 11(2), 199–208.
Mangku, I. G. P., Udayana, I. G. B., Rudianta, I. N., & Upadani, G. A. W. (2021). The Innovation of Coconut Processing To Virgin Coconut Oil ( VCO ) Using of the Centrifugal Method. International Academic Journal of Nutrition & Food Sciences, 2(1), 22–27.
Maylinda, S., & Sari, I. P. (2021). Optimalisasi Integrated Digital Marketing Dalam Strategi Pemasaran Umkm Imago Raw Honey. JABE (Journal of Applied Business and Economic), 7(4), 521. https://doi.org/10.30998/jabe.v7i4.9940
Mutia, Elfiana, & Martina. (2017). Strategi Pemasaran Biji Kakao Hasil Fermentasi di Kopbun Kecamatan Juli Kabupaten Bireuen. Jurnal S. Pertanian, 1(3), 240–250.
Nur, M. M. A., Mulyono, J., & Soetrisnanto, D. (2012). VCO production from fresh old coconut bunch by circulating and pumping method. International Journal of Renewable Energy Development, 1(1), 28–31. https://doi.org/10.14710/ijred.1.1.28-31
Romadonny, J., & Rosmadi, M. L. N. (2018). Pengaruh merek, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian Bola Sepak. Ikraith-Humaniora, 2, 82–89.
Sarah, D., Suryana, R. N., & Kirbrandoko, K. (2019). Strategi Bersaing Industri Madu (Studi Kasus: CV Madu Apiari Mutiara). Jurnal Aplikasi Bisnis Dan Manajemen, 5(1), 71–83. https://doi.org/10.17358/jabm.5.1.71
Sulestiyono, D., Aresteria, M., & Lestiani, L. I. . (2021). Medium Enterprise (MSME) Opportunities and Challenges In The Pandemic Era: A Literature Review. … Ekonomi, Manajemen Dan …, 2(17), 19–31. https://jema.unw.ac.id/index.php/jema/article/view/62%0Ahttps://jema.unw.ac.id/index.php/jema/article/download/62/22
Upadani, I. G. A. W., & Krisnawan, G. N. . (2022). Marketing Strategy of Honey in Sarining Trigona Pertiwi Beekeeper Bongkasa Pertiwi Village. SEAS (Sustainable Environment Agricultural Science), 6(2), 94–101. https://doi.org/10.22225/seas.6.2.5730.94-101
Usman, M. (2023). Pengujian Daya Terima (Uji Hedonik ) Pada Empat Merek Produk Yoghurt Yang Dijual Pada Pasar Modren (Supermarket) Di Kecamatan Medan Kota. Jurnal Agroindustri Pangan, 2(2), 1–16. https://doi.org/10.47767/agroindustri.v2i2.523
Wakerkwa, A. P. Z., & Munandar, A. (2022). Analisis Swot untuk Menentukan Strategi Pemasaran pada CV.Iman Nurcahaya. Rekayasa Industri Dan Mesin (ReTIMS), 3(2), 63. https://doi.org/10.32897/retims.2022.3.2.1762
Widari Upadani, I. G. A. (2023). Identifikasi Faktor yang Berkontribusi dalam Strategi Pemasaran Kopi di Kelompok Harapan Maju di Kintamani, Bangli. Jurnal MeA (Media Agribisnis), 8(2), 157. https://doi.org/10.33087/mea.v8i2.196
Zhang, Y., Kan, J., Tang, M., Song, F., Li, N., & Zhang, Y. (2022). Chemical Composition, Nutritive Value, Volatile Profiles and Antioxidant Activity of Coconut (Cocos nucifera L.) Haustorium with Different Transverse Diameter. Foods, 11(7). https://doi.org/10.3390/foods11070916
Adithia, S., & Jaya, M. P. P. (2021). Strategi Pemasaran Digital Produk Minuman Kopi di Masa Pandemi. Journal of Research on Business and Tourism, 1(1), 37. https://doi.org/10.37535/104001120213
Afrilia, A. M. (2018). Digital Marketing Sebagai Strategi Komunikasi Pemasaran “Waroenk Ora Umum” Dalam Meningkatkan Jumlah Konsumen. Jurnal Riset Komunikasi, 1(1), 147–157. https://doi.org/10.24329/jurkom.v1i1.21
Bruce, E., Shurong, Z., Ying, D., Yaqi, M., Amoah, J., & Egala, S. B. (2023). The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana. Sustainability, 15(6), 4760. https://doi.org/10.3390/su15064760
Danil, Firdaus, M., & Hartono, S. (2014). Produksi dan Pemasaran Kakao di Kabupaten Padang Pariaman, Provinsi Sumatra Barat. 11(15), 41–51.
Fadilah, N., & Hidayati, D. R. (2017). Cocoa Marketing Management At Banjarsari Plantation of PTP XI Jember. Neo-Bis, 11(1).
Ginting, G., Tariningsih, D., & Lestari, P. (2020). Strategi Pemasaran Madu Kele-Kele di Home Industri Bapak Yustika Desa Kuwum Kecamatan Mengwi Kabupaten Badung. AGRIMETA, 10(20), 49–55. http://e-journal.unmas.ac.id/index.php/agrimeta/article/view/1791%0Ahttps://e-journal.unmas.ac.id/index.php/agrimeta/article/download/1791/1425
Henrietta, H. M., Kalaiyarasi, K., & Raj, A. S. (2022). Coconut Tree (Cocos nucifera) Products: A Review of Global Cultivation and its Benefits. Journal of Sustainability and Environmental Management, 1(2), 257–264. https://doi.org/10.3126/josem.v1i2.45377
Hikmah, N., Nurdin, A. S., Irmayanti, L., & Hanafi, M. Y. (2020). Strategi Pengembangan Usaha Lebah Madu Kelompok Tani Mau Sigaro Hutan Kemasyarakatan Desa Gamsungi Kabupaten Halmahera Barat. Jurnal Hutan Dan Masyarakat, 12(1), 58. https://doi.org/10.24259/jhm.v12i1.9921
Huwae, Karien, M. M., Moniharapon, S., & Worang, F. G. (2017). Analisis Pengaruh Citra Merek, Kualitas Produk, Dan Strategi Harga Terhadap Keputusan Pembelian Di Avenue Mega Mall Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 5(3), 3160–3169.
Kusuma, M. A., & Putri, N. A. (2020). Review: Asam Lemak Virgin Coconut Oil (VCO) dan Manfaatnya untuk Kesehatan. Jurnal Agrinika : Jurnal Agroteknologi Dan Agribisnis, 4(1), 93. https://doi.org/10.30737/agrinika.v4i1.1128
Mangku, I. G. P., Suriati, L., Sudita, D. N., Situmeang, P., & Udayana, I. G. B. (2022). Pembinaan dan Pendampingan Pengembangan VCO Pada Kelompok “ PANGSAN AYU ” Desa Pangsan Kecamatan Petang Kabupaten Badung. Jurnal Widya Laksana, Vol.11, No.2, 11(2), 199–208.
Mangku, I. G. P., Udayana, I. G. B., Rudianta, I. N., & Upadani, G. A. W. (2021). The Innovation of Coconut Processing To Virgin Coconut Oil ( VCO ) Using of the Centrifugal Method. International Academic Journal of Nutrition & Food Sciences, 2(1), 22–27.
Maylinda, S., & Sari, I. P. (2021). Optimalisasi Integrated Digital Marketing Dalam Strategi Pemasaran Umkm Imago Raw Honey. JABE (Journal of Applied Business and Economic), 7(4), 521. https://doi.org/10.30998/jabe.v7i4.9940
Mutia, Elfiana, & Martina. (2017). Strategi Pemasaran Biji Kakao Hasil Fermentasi di Kopbun Kecamatan Juli Kabupaten Bireuen. Jurnal S. Pertanian, 1(3), 240–250.
Nur, M. M. A., Mulyono, J., & Soetrisnanto, D. (2012). VCO production from fresh old coconut bunch by circulating and pumping method. International Journal of Renewable Energy Development, 1(1), 28–31. https://doi.org/10.14710/ijred.1.1.28-31
Romadonny, J., & Rosmadi, M. L. N. (2018). Pengaruh merek, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian Bola Sepak. Ikraith-Humaniora, 2, 82–89.
Sarah, D., Suryana, R. N., & Kirbrandoko, K. (2019). Strategi Bersaing Industri Madu (Studi Kasus: CV Madu Apiari Mutiara). Jurnal Aplikasi Bisnis Dan Manajemen, 5(1), 71–83. https://doi.org/10.17358/jabm.5.1.71
Sulestiyono, D., Aresteria, M., & Lestiani, L. I. . (2021). Medium Enterprise (MSME) Opportunities and Challenges In The Pandemic Era: A Literature Review. … Ekonomi, Manajemen Dan …, 2(17), 19–31. https://jema.unw.ac.id/index.php/jema/article/view/62%0Ahttps://jema.unw.ac.id/index.php/jema/article/download/62/22
Upadani, I. G. A. W., & Krisnawan, G. N. . (2022). Marketing Strategy of Honey in Sarining Trigona Pertiwi Beekeeper Bongkasa Pertiwi Village. SEAS (Sustainable Environment Agricultural Science), 6(2), 94–101. https://doi.org/10.22225/seas.6.2.5730.94-101
Usman, M. (2023). Pengujian Daya Terima (Uji Hedonik ) Pada Empat Merek Produk Yoghurt Yang Dijual Pada Pasar Modren (Supermarket) Di Kecamatan Medan Kota. Jurnal Agroindustri Pangan, 2(2), 1–16. https://doi.org/10.47767/agroindustri.v2i2.523
Wakerkwa, A. P. Z., & Munandar, A. (2022). Analisis Swot untuk Menentukan Strategi Pemasaran pada CV.Iman Nurcahaya. Rekayasa Industri Dan Mesin (ReTIMS), 3(2), 63. https://doi.org/10.32897/retims.2022.3.2.1762
Widari Upadani, I. G. A. (2023). Identifikasi Faktor yang Berkontribusi dalam Strategi Pemasaran Kopi di Kelompok Harapan Maju di Kintamani, Bangli. Jurnal MeA (Media Agribisnis), 8(2), 157. https://doi.org/10.33087/mea.v8i2.196
Zhang, Y., Kan, J., Tang, M., Song, F., Li, N., & Zhang, Y. (2022). Chemical Composition, Nutritive Value, Volatile Profiles and Antioxidant Activity of Coconut (Cocos nucifera L.) Haustorium with Different Transverse Diameter. Foods, 11(7). https://doi.org/10.3390/foods11070916
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that this paper has not been published in the same form elsewhere.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
