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Journal > JURNAL ILMU-ILMU PETERNAKAN > Marketing Mix Analysis Affecting The Success of Selling Chicken Eggs in Blitar

 

JURNAL ILMU-ILMU PETERNAKAN
Vol 18, No 2 (2008)
Marketing Mix Analysis Affecting The Success of Selling Chicken Eggs in Blitar
Wahyuningsih, Wahyuningsih ( Mahasiswa Program Studi Ilmu Ternak Program Pasca Sarjana Universitas Brawijaya)
Fanani, Zaenal ( Program Studi Sosial Ekonomi Peternakan Fakultas Peternakan Universitas Brawijaya)
Nugroho, Bambang Ali ( Program Studi Sosial Ekonomi Peternakan Fakultas Peternakan Universitas Brawijaya)
Article Info   ABSTRACT
Published date:
16 Oct 2010
 
The objective of this research was to understand (i) the effect of marketing mix on the success of selling chicken eggs, (ii) which variables dominated the effect and (iii) what strategy has to be implemented with regard to the dominant marketing mix variables.This research was carried out in PT Jatinom Indah Farm, Desa Jatinom Kecamatan Kanigoro Blitar. The method used was survey to obtain primary and secondary data. Method of sampling was purposive sampling. Data was analysed descriptively following multiple regression analysis.The results showed that the response of respondence toward variables were 1). Products; there were seven indicators with positive responses having tendency of 5 score (26,8%) and four score (41,8%). Indicators with greatest scores were size, quality and guarantee. 2) Price; there were seven indicators with almost positive responses having four score (38,5%) and 3 score (39,0%). Indicators with greatest scores above 50 % were; Price level, customers, and geography, 3). Distribusion also with seven indicators got positive responses, namely with four score (56,4%) and five score (27,3%). Indicators with greatest responses were location, distribution channels and transportasion and 4) Promosion with seven indicators got less than positive responses which were at three score (31,1%) and two score (42,9%). Indicator had greatest score was personal selling.Multiple regression analysis showed that the estimated equation was: Å· = 2,200 + 0,032 X1 + 0,073X2 + 0,022X3 + 0,047X4, R Square of 0,083 or 80,30%. The F test indicated that the success of egg selling was highly significantly influenced by marketing mix. While partial correlation showed that the most dominant variable was price, so that the price strategy had to take into account market segmentation and positioning, because the product was graded together with inspection and laboratory test before being marketed to suit the customer needs at competitive price. It was concluded that marketing mix variables Product, Price, Place and Promotion, all together affected the success of selling (80,3%). While partial correlation analysis indicated the success was dominantly affected by Price, so that the suggested strategies were market segmentasion and positioning. It was suggested to maintain and improve product quality as well as promotion (JIIPB 2008 Vol 18 No 2: 147-159).Keywords: Marketing mix, selling, chicken egg, product price, promotion
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