Analysis of Online Marketing of Palm Sugar (Case Study of Mutiara Labuah Gunuang Farmer Group, Lareh Sago Halaban District), Lima Puluh Kota Regency, West Sumatera, Indonesia
Keywords:
online marketing, palm sugar, Mutiara Farmers GroupAbstract
Mutiara Farmers Group has marketed palm sugar products offline and online. However, online marketing is still not optimal. Therefore, this study aims to analyze online marketing and consumer responses to the Mutiara Farmers Group's palm sugar. The study was conducted in June-October 2024 using an interview method using a questionnaire and analyzed qualitatively. The results of this study obtained that 45 percent of respondents bought palm sugar online (WhatsApp) and 55 percent around the Payakumbuh and Pekanbaru areas offline. Online marketing is still limited because the distance of the palm sugar factory is far from the shipping location. All respondents chose palm sugar because it is pure palm sugar. Therefore, there needs to be a palm sugar storage warehouse near the shipping location.
References
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