IGA OKA SURYAWARDANI
Program Studi Agribisnis, Fakultas Pertanian, Universitas Udayana Jalan PB Sudirman 80232

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STRATEGI PEMASARAN TERUMBU KARANG BUDIDAYA PADA CV BALI AQUARIUM, BADUNG, PROPINSI BALI SURYAWARDANI, IGA OKA; PATNI, PUTU KIRANA; USTRIYANA, I NYOMAN GEDE
SOCA (SOCIO-ECONOMIC OF AGRICULTURRE AND AGRIBUSINESS) Vol. 7, No. 1 February 2007
Publisher : Program Studi Agribisnis, Fakultas Pertanian, Universitas Udayana Jalan PB.Sudirman Denpasar, Bali, Indonesia. Telp: (0361) 223544 Email: soca@unud.ac.id

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ABSTRACT The objectives of this research are to understand the marketing strategy undertaken by CV. Bali Aquarium, and to develop alternative marketing strategy that can be implemented by CV. Bali Aquarium. CV. Bali Aquarium undertakes an export business of coral. The coral production is undertaken by coral propagation technology that is located far away from the original coral habitat. The results indicate that CV. Bali Aquarium has developed marketing strategy of segmentation, targeting, positioning, differentiation, marketing mix (product, price, and place), selling, service and process. However, brand image and promotion have not been developed yet. Alternative marketing strategy that needs to be developed and implemented by CV. Bali Aquarium is brand image and promotion. This proposed marketing strategy should take advantage of the coral propagation technology used by the company in its coral transplantation production. This technology is considered to be safe to the environment and sustainable; therefore it will strengthen its position to the customer’s mind. Keywords: Positioning, Differentiation, Brand Image, Propagation Technology. ABSTRAK Penelitian ini bertujuan untuk mengetahui strategi pemasaran yang dikembangkan oleh CV. Bali Aquarium, dan untuk mengembangkan alternatif strategi yang bisa diterapkan oleh CV. Bali Aquarium. CV. Bali Aquarium merupakan perusahaan yang mengekspor terumbu karang. Produksi terumb karang dilakukan dengan menggunakan teknik propagasi di lokasi penangkaran yang juah dari habitat asli terumbu karang. Hasil penelitian menunjukkan bahwa CV. Bali Aquarium telah mengembangkan strategi segmentation, targeting, positioning, differentiation, marketing mix (product, price, place), selling, service and process. Namun, brand image dan promosi belum dikembangkan oleh CV. Bali Aquarium. Alternatif strategi yang bisa dikembangkan oleh CV. Bali Aquarium adalah memperkokoh brand image perusahaan dengan memanfaatkan keunggulan teknik propagasi dalam menjaga kelestarian terumbu karang dan keberlanjutan lingkungan. Keunggulan teknik propagasi ini juga dapat dimanfaatkan dalam kegatan promosi sehingga positioning CV. Bali Aquarium semakin kuat di benak kosumen. Keywords: Posisi, Differensiasi, Brand Image, Teknologi Perbanyakan.
PEMILIHAN PRIORITAS STRATEGI PEMASARAN COKLAT OLAHAN BERDASARKAN METODE ANALYTICAL HIERARCHY PROCESS (Studi Kasus di Perusahaan Magic Chocolate, Kabupaten Gianyar, Provinsi Bali) RETNONINGSIH, FITRIA; SURYAWARDANI, IGA OKA; PARINING, NYOMAN
E-Journal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism) Vol.5, No.1, Januari 2016
Publisher : E-Journal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism)

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Abstract Analytical Hierarchy Process (AHP) Appliance on Choosing of Marketing Strategy Priority at Processed Chocolate (Case Study in Magic Chocolate, District Gianyar, Province Bali). Magic Chocolate is one of the home industries of processing cocoa in Bali with a venture business making chocolate as one of the refined products and seeks to grow its business through the marketing strategies appropriate. The purpose of this study was to determine the priority in the marketing strategy for the Magic Chocolate. Data collected by interviews and questionnaires. Data analysis methods that used in this research is using Analytical Hierarchy Process (AHP) with computer program Expert Choice. The study concluded that the priorities of business marketing strategy for the Magic Chocolate,  first is the raw material (0,214), and then is the processing technology (0,188) and the third is a variety of products and packaging (0,183). The priority criteria of business marketing strategy obtained by the competitive prices (0,313), followed by an increase in demand (0,293), employment and improve household incomes (0,203), quality of products (0,191). Keywords : marketing strategy, Analytical Hierarchy Process, Magic Chocolate.
Peningkatan Efisiensi Produksi Baglog Melalui Percepatan Waktu Siklus Produksi di Usaha Lancar Abadi Pendekatan Critical Path Method MAHARANI, NI MADE KENCANA; SURYAWARDANI, IGA OKA; USTRIYANA, I NYOMAN GEDE
E-Journal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism) Vol.5, No.1, Januari 2016
Publisher : E-Journal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism)

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Abstract The Enhancement of Baglog Production Efficiency through Acceleration Time of Production Cycle Critical Path Method Approach Lancar Abadi Company which has produced oyster mushrooms media (baglog) is involving many business players. The research objectives are to find out (1) mechanism of Supply Chain Management; (2) actual time and critical path on one cycle of production through Critical Path Method; and (3) crush time due to addition cost through Critical Path Method. The research uses descriptive quantitative method with model Performance of Activity approachment and Critical Path Method. Cost, time, capacity, and capability dimentions in Performance of Activity has been used to described performance activities that are part of the process in Supply Chain Management. The results show that (i) the baglog materials has been directly bought to the company by the suppliers, meanwhile, baglog had been directly obtained by the consumer through making an order to the Lancar Abadi Company;   (ii) The selected critical path consisting of the preparation, sifting, composting, draining, mixing, filling, until the mycelium growth with total 514 hours/cycle (iii) By the addition of acceleration cost about  Rp262.968,98, the company was able to speed up the production cycle about 32,57 hours (1.36 days). So that, company will be able to increase the additional 1.12 production cycle times/year which was equivalent to 899 baglog/year. Keyword : Critical path method, supply chain management,  baglog, performance of activity
Strategi Pemasaran Kopi pada Perusahaan Kopi Banyuatis DEWI, NI LUH ADE DESI SINTIYA; SURYAWARDANI, IGA OKA; SARJANA, I DEWA GEDE RAKA
E-Journal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism) Vol.5, No.1, Januari 2016
Publisher : E-Journal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism)

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Abstract Marketing Strategy of Banyuatis Coffee Company This research  identify internal environment (strengths and weaknesses) and  external environment (opportunities and threats), business position and marketing strategy that should be implemented by Banyuatis Coffee Company method of analysis was used based on the company environment  that consists of Internal Factor Evaluation, External Factor Evaluation and Boston Consulting Group and swot analysis. The result show that the total score of Internal Factor Evaluation matrix is 2.76.  The result show the total score of the External Factor Evaluation matrix is 2.75. Result  from Boston Consulting Group matrix analysis swot that the growth rate of Banyuatis Coffe Campany is 23,9% and the value of relative market share in 2013 was 0.70 and in 2014 at 0.67. Position Banyuatis Coffee Company is in cell question mark which shows that the position of relatively low market share but to compete in an industry that is rapidly growing market. Based on the position of the company, can be produced alternative company strategies that should be applied to companies that market penetration strategies, market development and product development.  Keywords:  marketing strategy, coffee, internal environment, external environment.
Pengaruh Kepuasan dan Kepercayaan terhadap Loyalitas Konsumen Kedelai Jepang Edamame Pendekatan Structural Equation Modeling NIDYATANTRI, NI MADE MARTA; SURYAWARDANI, IGA OKA; AGUNG, DEWA GEDE
E-Journal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism) Vol.5, No.1, Januari 2016
Publisher : E-Journal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism)

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Abstract Satisfaction Influence and Loyalty Consumer Confidence in Japanese Soy Edamame. Structural Equation Modeling Approach Edamame is a product of horticultural vegetables which are not included nuts. It has a larger size than the size of soybean products. This study was conducted at CV. Bariball Agriculture. This company have business in field of Agribusiness of Edamame product. The purpose of this study is to investigate the influence of satisfaction, trust, and loyalty consumer confidence in Japanese soy Edamame, analyze the relationship of satisfaction and trust on consumer loyalty of Japanese Soybean Edamame, and analyze the impact indicators of taste, price, coverage product, promotion, packaging product, and practical influence of customer satisfaction and believe indicator believe of products, organic products, and the benefits of the product to consumer confidence. Structural equation modelling (SEM) was designed to understand and SPSS 22 and AMOS 22. The result show customer satisfaction has significant influence on customer loyalty of Japanese Soybean Edamame with p = 0.038. Customer trust has significant influence on customer loyalty of Japanese Soybean Edamame with p=0.000. Customer satisfaction has a significant correlation with costumer trust with p=0,000. The result show indicators taste, price, coverage product, promotion, packaging product, and practical has significant influence on satisfaction. Indicators are believe product, organic product, and benefit of product has significant influence on trust. Keywords: Japan soybean Edamame, satisfaction, trust, loyality, SEM