Abstract:This study aims to reveal the socio-economic background of the household that led the farmer’s household to transform into a farmer at the same time as a healthy vegetable trader, as well as to design the marketing mix strategy plus motivation and management (4’P + 2’M). Data collection uses a triangular method, which is a combination of structured interview, in-depth interviews, and observation techniques at farms and places where healthy vegetables are sold. Data analysis used mixed models, namely quantitati… Show more
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