STRATEGI PEMASARAN AYAM PROBIO (broiler) PADA KELOMPOK PETERNAK AYAM (KPA) BERKAT USAHA BERSAMA (BUB) KOTA METRO

Zulkarnain - Zulkarnain, Nyoman Sulindre, Djoko Umar Said

Abstract


The cultivation and processing of chicken probio (broiler) in Lampung Province was initiated by Kelompok Peternak Ayam (KPA) Berkat Usaha Bersama (BUB) in Metro City. KPA BUB established since March 22, 2008 with the number of members of farmers as many as 30 people. KPA BUB acts as a facilitator for its members. This study aims to analyze the Probio Chicken Marketing Strategy (Broiler) On Kelompok Peternak Ayam(KPA) Berkat Usaha Bersama (BUB) Metro City. The problems to be analyzed are as follows; How is the marketing strategy implemented by Chicken Breeder Group (KPA) Berkat Usaha Bersama (BUB) Metro City. The method used in this research is sample technique taken by non probability sampling that is snowball sampling technique with population of 30 chicken breeder probio then taken amount of sempel counted 25 responden consist of 20 farmer and 5 practitioner and analysis tool used in this research is a descriptive analysis using SWOT analysis technique. The research will be conducted at Kelompok Peternak Ayam (KPA) Berkat Usaha Bersama (BUB) Metro City. Data used primary data and secondary data related to the research. The results of this study showed that the SWOT matrix obtained coordinates (0.32, 0.37) is the Strengh-Opporturnities (SO) strategy in which the coordinates are entered in Quadrant I, Strategies that can be used are 1) Developing probio chicken products and good service to consumers by seeing the growing market growth will increase the number of chicken production probio. 2) Good service to consumers and the quality of products produced then the sales cycle is increasing with the increasing pattern of consumer behavior that will develop the needs of the society of chicken consumption probio. 3) The strength of business and good management by utilizing the location of a strategic plant for promotion / advertising will increase the amount of production so the community needs for chicken probio can be met.

Keywords: marketing strategy, chicken probio (broiler)


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DOI: http://dx.doi.org/10.25181/jofsa.v2i1.759

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Journal of Food System and Agribusiness
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