Enhancing Competitiveness Business Strategy of Organic Vegetables Using Analytical Hierarchy Process (AHP)

Abstract

Public awareness about healthy lifestyles gives the option to the people to understand the food they consume. The choice of organic vegetable is one of the alternatives to have a healthy body and healthy lifestyle for society. Unfortunately, not a lot of organic vegetable farmers in Indonesia who succeed to seize the vegetable organic market rather than non-organic, the competition with import product of organic vegetables into Indonesia prevent for farmers to thrive. This study aims to: 1) Analyze the factors affecting the competitiveness of organic vegetables market; 2) Analyze the appropriate strategy for increasing the competitiveness of organic vegetables market; 3) Analyze the factors priority strategies for improving the competitiveness of organic vegetables market. Porter's Generic Model and Analysis Analytical Hierarchy Process (AHP) are used to determine the best strategy. The research found that organic vegetable marketing channels are still dominated by conventional market; the higher cost for intensive cultivation of organic vegetables. The main strategies are derived from the analysis is focusing on market delivery. There needs to be retailers of organic vegetables either modern or traditional to display these products. The establishment of organic vegetable outlets and online marketing that are not dependent on large retail (hypermarket) become recommendations in this study.

Analysis of Marketing Opportunity Increase based on Consumer Criteria for Hydroponic Vegetable Producers in Surabaya

“…However, this depends on the decisions of each hydroponic vegetable producer. Business owners need to carry strategic management consisting of analyses, decisions and actions to create and maintain a competitive advantage (Widyastuti, 2017). Increased selection of hydroponics vegetable distribution is expected to be conducted by each producer so that they can achieve better profit in accordance with the cost of producing hydroponic vegetables.…”

Pemberdayaan Masyarakat Perkotaan Melalui Pemanfataan Lahan Perkarangan Untuk Meningkatkan Ketahanan Pangan dan Kesejahteraan Masyarakat di Kabupaten Aceh Besar

“…Cara budidaya vertikultul sangat cocok untuk wilayah perkotaan atau wilayah yang mempunyai lahan sempit. Budidaya vertikultur akan memberikan manfaat baik dari segi penggunaan lahan perkarangan dan hasil yang optimal (Chunxia et al, 2009;Widyastuti, 2017) Tujuan dari pengabdian masyarakat ini adalah untuk meningkatkan pengetahuan, sikap dan keterampilan Ibu-ibu PKK Desa Gue Gajah tentang teknik perakitan rak vertikultur, budidaya vertikultur, manajemen usaha yang benar, diversifikasi pangan olahan hasil vertikultur dan pemasaran secara professional menggunakan mobile application. Berdasarkan hasil pengamatan di lapangan dan hasil analisis situasi permasalahan yang yang ada dilapangan, yaitu: (1) Kurangnya pemahaman dan ketrampilan mengenai manajemen usaha, dan cara-cara mengembangkannya.…”

Kualitas dan Harga sebagai Variabel Terpenting pada Keputusan Pembelian Sayuran Organik

“…Seiring dengan tujuan menjaga kualitas, harga sayuran organik saat ini masih relatif mahal. Widyastuti (2017)menyatakan, harga relatif mahal disebabkan sistem pertanian Ekspektra : Jurnal Bisnis dan Manajemen, Volume 2, Nomor 1, Hal 17-28 ISSN: 2549-3604 (online), ISSN: 2549-6972 (print) DOI: http://dx.doi.org/10.25139/ekt.v2i1.675 organik membutuhkan perawatan khusus dan biaya produksi yang relative lebih mahal untuk menjaga kualitas produk dari kontaminasi bahan kimia sintetis.Pengaruh harga ini pula diduga menjadi faktor yang mempengaruhi keputusan pembelian sayuran organik. Bagaimanapun, konsumen akan mempertimbangkan kelayakan harga terhadap manfaat yang diterimanya.…”