Sikap peternak ayam broiler di Daerah Istimewa Yogyakarta terhadap strategi bauran pemasaran PT. Charoen Pokphand Indonesia

MARTANA, Hari Besari, Dr.Ir. Irham, MSc

2002 | Tesis | Magister Manajemen Agribisnis

Semakin banyaknya pesaing dalam bisnis pakan ternak, akan semakin kompleks permasalahan yang dihadapi oleh perusahaan. Masalah yang dihadapi antara lain masalah teknis perusahaan dan masalah pasarnya sendiri. Masalah pasar antara lain adalah fluktuasi harga produk daging ayam broiler, ha1 ini menyebabkan program-program yang telah dijalankan oleh PT. Charoen Pokphand Indonesia kadang-kadang tidak berjalan sesuai rencana. Hal ini menarik untuk dianalisis apakah strategi bauran pemasaran yang dijalankan oleh PT Charoen Pokphand Indonesia tersebut masih sesuai untuk diterapkan pada kondisi peternak saat penelitian ini dilakukan. Hipotesis yang diajukan adalah: 3. 4. Sikap para peternak ayam broiler di DU terhadap strategi bauran pemasaran PT Charoen Pokphand Indonesia adalah positip. Ada perbedaan sikap dalam merespon kebijakan bauran pemasaran antara peternak besar, sedang, dan kecil. Penelitian ini menggunakan alat analisis “Fishbein’s Attitude Model”, yaitu model analisa yang menerangkan sikap konsumen terhadap suatu produk muncul atas dasar keyakinan yang dimiliki dan evaluasi yang dilakukan oleh konsumen terhadap produk tersebut. Kemudian dilanjutkan dengan menggunakan alat analisis uji ANOVA untuk mengetahui perbedaan sikap diantara kelompok pet ernak. Hasil penilitian memmjdckan sikap p e t d ayam broiler di Daerah Istimewa Jogjakarta terhadap strategi bauran pemasaran pakan ayam broiler HG- 1 1 dan HG- 12 PT Charoen Pokphand Indonesia adalah baik. Pengujian sewa terpisah masing-masing strategi bauran pemasaran (produk, harga, distribusi, dan promosi) menunjukkan sikap petemak positif atau baik. Hasil analisis Anova menunjukkan ada perbedaan sikap diantara kelompok responden dalam merespon strategi bwan pemasaran PT. Charoen Pokphand Indonesia. Secara keseluruhan, strategi bauran pemasaran yang diterapkan oleh PT Charoen Pokphand Indonesia mash cukup relevan, tetapi perlu peninjauan kembali pa& strategi harga khususnya dalam ha1 w a pembayaran yang sangat ketat dan harga yang lebih mahal dari petemak lain Sedangkan strategi distribcsi mempunyai skor yang paling tinggi diantara empat strategi yang ada, sehingga strategi ini perlu dipertahankan dan ditingkatkan lagi kualitasnya

The increasing number of competitors within the cattle food business will draw faced by the cattle food company even much more complex. Beside technical problems, companies will also have to deal with market problems. Among these market problems is the price fluctuation of the broiler meat product, which may cause the programs that are already planned by PT.Charoen Pokphand Indonesia can not work as it use to be. This is an interesting phenomenon to analyze whether the mixture marketing strategy run by PT.Charoen Pokphand Indonesia is still relevant to be applied, regarding the Indonesian breeders condition nowadays, especially during the conduct of this research. The hypotheses in this research were: 1. The attitude of the broiler breeders in DIY upon PT.Charoen Pokphand Indonesia mixture marketing strategy is considered positive. 2. There were differences in responding the strategy, between the larger-scaled breeders, medium and the smaller ones. This research employed Fishbein 's Attitude Model in analyzing data, an analyzing tool which reviewed and explained the consumer's attitude toward a product that was drawn by his/her belief and evaluation upon this product. An ANOVA test was then applied in reviewing the differences of attitude among the various scale breeders, The research results showed that the attitude of the broiler breeders in DIY upon PT.Charoen Pokphand Indonesia mixture marketing strategy on HG-I 1 and HG-12 cattle food is positive. Separate test upon each strategy (product, pricing, distribution and promotion) also showed that the breeders' attitude was positive. While ANOVA analysis showed the Qfferences between the group of respondents in responding to the PT.Charoen Pokphand Indonesia mixture marketing strategy. At whole, the mixture marketing strategy applied by PTCharoen Pokphand Indonesia is still relevant, although some reviews are needed upon the pricing strategy especially on the payment method which were tighter and more expensive than the other cattle food company. While the distribution strategy reached the highest score among the four existing policies, which is why this strategy shall be continuously applied and it's quality be enhanced. Key words : strategy, marketing strategy, mivturz marketing

Kata Kunci : Manajemen Agribisnis,Strategi Bauran Pemasaran,Peternak Ayam Broiler