Strategi Pemasaran Produk Hortikultura oleh Petani di Kabupaten Labuhan Batu
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Penelitian ini bertujuan untuk mengidentifikasi strategi pemasaran produk hortikultura yang digunakan oleh petani di Kabupaten Labuhanbatu dan menganalisis kendala yang dihadapi dalam implementasi strategi tersebut. Pendekatan penelitian yang digunakan adalah kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi lapangan, dan dokumentasi. Informan yang terlibat dalam penelitian ini adalah 6 orang yang dipilih secara purposive dengan kriteria memiliki pengalaman minimal dua tahun dalam budidaya dan pemasaran produk hortikultura Hasil penelitian menunjukkan bahwa sebagian besar petani masih menggunakan metode pemasaran konvensional, seperti penjualan langsung ke pengepul dan pasar lokal, dengan keterbatasan dalam pemanfaatan teknologi informasi. Selain itu, kendala utama yang dihadapi adalah kurangnya akses informasi pasar, infrastruktur yang belum memadai, dan kelembagaan yang lemah. Penelitian ini memberikan rekomendasi terkait peningkatan literasi digital, perbaikan infrastruktur, dan penguatan kelembagaan petani untuk meningkatkan efektivitas strategi pemasaran produk hortikultura di Kabupaten Labuhanbatu.
Marketing Strategy of Horticultural Products by Farmers in Labuhanbatu Regency
Abstract
This study aims to identify horticultural product marketing strategies used by farmers in Labuhanbatu Regency and analyze the obstacles faced in implementing these strategies. The research approach used is qualitative with a case study method. Data were collected through in-depth interviews, field observations, and documentation. The informants involved in this study were 6 people who were selected purposively with the criteria of having at least two years of experience in cultivating and marketing horticultural products. The results of the study show that most farmers still use conventional marketing methods, such as direct sales to collectors and local markets, with limitations in the use of information technology. In addition, the main obstacles faced are the lack of access to market information, inadequate infrastructure, and weak institutions. This study provide recommendations regarding increasing digital literacy, improving infrastructure, and strengthening farmer institutions to increase the effectiveness of horticultural product marketing strategies in Labuhanbatu Regency.
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