Supply Chain Analysis For Super Honey Bee Product Online Marketing Media (A case study At Kembang Joyo Malang Regency)

Irawan, Rofik (2019) Supply Chain Analysis For Super Honey Bee Product Online Marketing Media (A case study At Kembang Joyo Malang Regency). Sarjana thesis, Universitas Brawijaya.

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui aliran produk, finansial, dan informasi produk madu sekaligus mengidentifikasi kinerja rantai pasok melalui pendekatan efisiensi pemasaran di PT. Kembang Joyo, Kota Malang. Dengan responden penelitian peternak, Kembang Joyo, retail dan konsumen akhir. Metode penelitian menggunakan survey. Sampling data menggunakan aksidental, purposive dan snowball. Data yang digunakan primer dan sekunder lalu dianalisa dengan pendekatan deskriptif kualitatif, marketing mix (product, price, place, and promotion) dan 3 indikator efisiensi pemasaran yang disesuaikan dengan pembahasan online marketing. Berdasarkan hasil penelitian ini dapat diketahui bahwa terdapat tiga aliran rantai pasok yakni aliran produk yang mengalir dari hulu ke hilir, aliran finansial yang mengalir dari hilir ke hulu, dan aliran informasi yang mengalir dari hulu ke hilir dan sebaliknya mengalir dari hilir ke hulu. Manajemen rantai pasok Kembang Joyo memilki 7 saluran pemasaran dengan pencampuran sistem antara online dan offline. Efisiensi pemasaran didasarkan pada nilai share margin yang diterima pada setiap saluran pemasaran dimana terdistribusi secara merata. Dengan demikian, dapat disimpulkan bahwa kinerja rantai pasok di PT. Kembang Joyo menunjukkan hasil yang tidak efisien.

English Abstract

Kembang Joyo as one of Agriculture Company that already implement Online marketing technology to improve product marketing ability that close related with supply chain on their product, more precisely super honey bee product. In the business process, absolutely there is any integration procurement of raw material until marketing/selling the product to the consumer including Beekeeper/Farmer, Retailer and other stakeholder. Calculation of supply chain performance needed to know the feasibility of supply chain in Kembang Joyo. The purpose of this research is to determine the flow of supply chain including material flow, financial flow, information flow and also the feasibility of supply chain. Research is carried out around one month, during 10 December 2018 until 7 January 2019. Research method that used in this research is survey, which is consist of direct survey and indirect survey. Data analyzed by marketing efficiency. Marketing efficiency analysis is used to determine the efficiency that can be seen based on the marketing margin distribution value and share value in the supply chain. Testing can be done by using marketing efficiency analysis. The concept of marketing efficiency is the distribution of share margin that prevalent at all of supply chain actor and in each of marketing channel. Based on the results of this study, it can be concluded that there are three supply chain flow, Product Flow flowing upstream to downstream start by Farmer (Kembang Joyo and Non Kembang Joyo) to the Kembang Joyo Processing and then flowing to several retailer that consist of Karangploso Outlet, Carrefour, Agent 1, and Eco Green Park. Karangploso outlet sell the honey bee product to the several consumer via online and offline, that are the final consumer and agent 2. Agent 1, Carrefour and Eco Green Park sell the honey bee product directly (offline) to the final consumer. Most of online product transaction delivered by Van Car and sometimes by Grab or GOJEK. Financial Flow have direction flowing downstream to upstream that started from Final consumer and also agent 2 to the retailer, especially to the Karangploso outlet just for agent 2, and then flowing to the Kembang Joyo Processing and the last is flowing to the Farmer. Most of payment system is conducted by E-Banking (Transfer), and offline by cash or credit card. And Information Flow have direction flowing upstream to downstream and opposite. Upstream to downstream started by Farmer (Kembang Joyo and Non Kembang Joyo) to Kembang Joyo Processing and then flowing to several retailer and forwarded to the final consumer and agent 2. Downstream to upstream started from Final consumer and also agent 2 to the retailer and then flowing to the Kembang Joyo Processing and the last is flowing to the Farmer. Most of information flow via online using WhatsApp and Website. And Supply chain in Kembang Joyo mixing between online and offline or not 100% online and this supply chain have seven marketing channel to deliver the honey bee product to the final consumer. The distribution of share margin is not prevalent in supply chain actor, especially in farmer/beekeeper level that showed the share margin is not logic and too small for the upstream area in this case is farmer/beekeeper level. So, based on it’s consideration we can conclude that the feasibility in Kembang Joyo is not efficient yet. The suggestion is Kembang Joyo should be manage the online marketing cost in Karangploso outlet to make this channel more efficient. Second is Kembang Joyo should distribute the share margin in every channel with same value or at least with logic value. And Kembang Joyo should be keep the use of technology especially E-Marketing in order to make the product still existence.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FAPET/2019/379/051910169
Uncontrolled Keywords: Supply Chain, Online Marketing, Marketing Efficiency
Subjects: 600 Technology (Applied sciences) > 638 Insect culture > 638.1 Bee keeping (apiculture) / Bee culture > 638.16 Honey processing / Bee products / Honey > 638.160 688 Honey--Marketing
Divisions: Fakultas Peternakan > Peternakan
Depositing User: soegeng sugeng
Date Deposited: 02 Oct 2020 02:14
Last Modified: 02 Oct 2020 02:14
URI: http://repository.ub.ac.id/id/eprint/176902
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