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International Journal of Environmental, Sustainability, and Social ScienceInternational Journal of Environmental, Sustainability, and Social Science

Penelitian ini bertujuan menganalisis strategi pemasaran yang diterapkan di bisnis sayuran hidroponik Pekanbaru. Metodologi kualitatif deskriptif dengan pendekatan studi kasus diaplikasikan menggunakan observasi, wawancara, dan dokumentasi untuk memperoleh pemahaman komprehensif tentang praktik pemasaran. Hasilnya menunjukkan bahwa strategi pemasaran yang efektif didasarkan pada konsep 4P (Produk, Harga, Promosi, dan Tempat), di mana kualitas produk dan kebaruan menjadi keunggulan kompetitif utama, harga dirancang kompetitif dan terjangkau, promosi terutama lewat media sosial sebagai saluran edukasi publik, dan distribusi melibatkan kerja sama dengan pengecer, restoran, serta layanan pengantaran online. Kajian menegaskan bahwa kombinasi pemasaran digital dan konvensional secara sinergis memperkuat kepercayaan konsumen, meningkatkan daya saing, serta merangsang penjualan di pasar agribisnis yang dinamis.

Penggunaan strategi pemasaran digital dan konvensional secara bersamaan terbukti efektif meningkatkan penjualan sayuran hidroponik di Pekanbaru.Disarankan agar pelaku usaha terus mengembangkan variasi produk, mengoptimalkan pemasaran digital, dan meningkatkan pelayanan pelanggan.Langkah-langkah tersebut diharapkan dapat memperkuat daya saing bisnis hidroponik di masa depan.

Pertama, kaji dampak penggunaan platform e‑commerce seperti Shopee dan Tokopedia terhadap peningkatan volume penjualan hidroponik di Pekanbaru agar dapat memahami pola pembelian konsumen online. Kedua, evaluasi penerapan teknologi IoT dalam sistem hidroponik, terutama integrasi sensor pertumbuhan dan otomatisasi distribusi, untuk menilai kontribusi teknologi terhadap efisiensi produksi dan pemasaran. Ketiga, lakukan survei persepsi konsumen mengenai green marketing hydroponik, dengan menanyakan seberapa besar nilai tambah hal-hal seperti kemasan ramah lingkungan dan edukasi kesehatan, sehingga strategi pemasaran dapat disesuaikan agar lebih relevan dengan nilai-nilai konsumen modern.

  1. The SAGE Handbook of Qualitative Data Collection. sage handbook qualitative data collection record type... doi.org/10.4135/9781526416070The SAGE Handbook of Qualitative Data Collection sage handbook qualitative data collection record type doi 10 4135 9781526416070
  2. HYDROPONICS WORLDWIDE. hydroponics worldwide ishs acta symposium growing author merle jensen actahortic... doi.org/10.17660/ActaHortic.1999.481.87HYDROPONICS WORLDWIDE hydroponics worldwide ishs acta symposium growing author merle jensen actahortic doi 10 17660 ActaHortic 1999 481 87
  3. Formulation of Hydroponic Green Vegetable Marketing Strategies in Indonesia as An Effort to Enhance Competitiveness... doi.org/10.31098/ijebce.v4i2.2155Formulation of Hydroponic Green Vegetable Marketing Strategies in Indonesia as An Effort to Enhance Competitiveness doi 10 31098 ijebce v4i2 2155
  1. #hkbp nommensen#hkbp nommensen
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  1. #responden paritas rendah#responden paritas rendah

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