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

Authors

  • Helentina Situmorang Department of Plantation Crop Production Technology,Faculty of Cultivation, Politeknik Pertanian Negeri Payakumbuh, Tanjung Pati, 26271, Indonesia
  • Noveri Department of Plantation Crop Production Technology,Faculty of Cultivation, Politeknik Pertanian Negeri Payakumbuh, Tanjung Pati, 26271, Indonesia
  • Misfit Putrina Department of Plantation Crop Production Technology,Faculty of Cultivation, Politeknik Pertanian Negeri Payakumbuh, Tanjung Pati, 26271, Indonesia

Keywords:

online marketing, palm sugar, Mutiara Farmers Group

Abstract

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

. Yelfiarita et al. 2022. Comparative Analysis of Palm Sugar and Ant Sugar Agro-Industry Income (Case Study of Mutiara Farmer Group in Laerh Sago Halaban District, West Sumatra). Journal of Agribusiness and Agricultural Socio-Economic Sciences 2022:7(6): 198-205 indexed by Sinta 4.

. Situmorang, Helentina et al. 2023. Efforts to Improve Palm Sugar Marketing through Digital Marketing in the Palm Sugar Industry of the Mutiara Farmers Group, Lima Puluh Kota Regency. Journal of Science and Technology Applications 7 (2), 2023:124-132.

. Situmorang, Helentina, Noveri and Misfit Putrina. 2023. Analysis of Palm Sugar Production Cost in Lareh Sago Halaban District, Lima Puluh Kota Regency (Case Study of Mutiara Farmer Group). Final Research Report 2023. Payakumbuh State Agricultural Polytechnic.

. Cahya A.D. et al. 2021. Analysis of Online Marketing, Product Quality, and Service Quality on Purchasing Decisions in the Midst of the Covid-19 Pandemic. Journal of Management and Entrepreneurship Studies, 2021, 3 (2), 102-110.

. Kotler, Philip, & Gary. Armstrong. 2014. Principles of Marketing. Jakarta. Pearson.

. Tjiptono, Fandy, & Chandra Greforius. 2016. Marketing Services (principles, applications, and research). Yogyakarta. Andi

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Published

2025-01-25

How to Cite

Helentina Situmorang, Noveri, & Misfit Putrina. (2025). 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. International Journal of Sciences: Basic and Applied Research (IJSBAR), 76(1), 23–27. Retrieved from https://gssrr.org/index.php/JournalOfBasicAndApplied/article/view/17292

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Articles