STRATEGI BAURAN PEMASARAN (MARKETING MIX) DALAM MENINGKATKAN PERKEMBANGAN USAHA BENIH DI PT. BENIH CITRA ASIA KECAMATAN CIMANGGU KABUPATEN CILACAP

ADITYA, HUSNI ISNANDAR (2022) STRATEGI BAURAN PEMASARAN (MARKETING MIX) DALAM MENINGKATKAN PERKEMBANGAN USAHA BENIH DI PT. BENIH CITRA ASIA KECAMATAN CIMANGGU KABUPATEN CILACAP. Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

As one of the seed companies in Indonesia, PT. Seed Citra Asia carries out various activities in order to meet the needs of seeds from production to marketing of seeds. Bintang Asia products are legally guaranteed because the logo, brand, product name, and packaging design have been patented at the Indonesian Ministry of Law and Human Rights at the Directorate General of Intellectual Property Rights, The products of PT. Benih Citra Asia has also been registered with the Indonesian Ministry of Agriculture and has gained Ministerial Decree. Its products are protected by the Plant Variety Protection Act no. 29 of 2000. (Anwar A, Sudarsono and Satriyas I: 2005) The objectives and formulation of the problem of this research are: 1) Finding out how the process of seed germination at PT. Seed Citra Asia at PT. Seed Citra Asia, Cimanggu District, Cilacap Regency, 2) Finding out the segmentation strategy and marketing targeting of seed products at PT. Seed Citra Asia, 3) Finding out the marketing mix strategy applied at PT. Benih Citra Asia. The method used in this research was the descriptive method. The formulations of the problem are described as follows: 1) How the process of seeding at PT. Seed Citra Asia was, 2) about the segmentation strategy and marketing targeting of seed products at PT. Seed Cita Asia, 3) about the marketing mix strategy applied at PT. Asian Image Seed. The findings revealed how to seed chile, melon, cucumber, and watermelon seeds. From the beginning of the land processing to the harvest, as well as understanding how PT. Seed Citra Asia implements segmentation and targeting strategies in order to maximize these strategies and discover how PT. Seeds of the Asian Image implements the marketing mix, this time with 4P variables, namely Price, Place, Promotion, and Product. So that PT. Seeds Citra Asia can increase the development of its seed business.

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