Moh Raihan Aditiya Primadito, Heru Setiyadi, Vifi Nurul Choirina

Saluran dan Bauran Pemasaran Produk Agribisnis di Peternakan Donba Enggar Kecamatan Pare Kabupaten Kediri

Introduction

Saluran dan bauran pemasaran produk agribisnis di peternakan donba enggar kecamatan pare kabupaten kediri. Telusuri saluran dan bauran pemasaran produk agribisnis (domba, pakan) di Peternakan Donba Enggar, Kediri. Analisis 4P menunjukkan saluran efisien dan strategi pemasaran modern.

Abstract

This study was conducted at Donba Enggar Farm, located in Pare District, from November to December 2024, with the aim of identifying the marketing channels and margins of agribusiness products at Donba Enggar Farm and analyzing the 4P marketing mix (product, place, price, promotion) using a qualitative descriptive method. This study aims to: (1) Identify the marketing channels and margins of agribusiness products implemented at Donba Enggar Farm, Pare District, Kediri Regency. (2) Analyze the marketing mix of agribusiness products at Donba Enggar Farm, Pare District, Kediri Regency. The data collection techniques used in this study are observation, interviews, and documentation study. This research employs a qualitative approach with a descriptive design. All agribusiness product channels at Donba Enggar Farm, including sheep and feed products, can be considered efficient because they have a farmer's share value of more than 40%. The marketing mix for Donba Enggar's livestock products—namely sheep and feed—includes the use of elevated stalls (stilt pens) and modern pen management. This is supported by a strategic location with good availability of feed materials. The prices set by Donba Enggar for each product generally follow market prices, except for the feed products, which are produced in-house by the farm.

Review

This study addresses a highly relevant topic in agribusiness marketing, focusing on the channels, margins, and marketing mix of products from Donba Enggar Farm. The objectives are clearly defined, aiming to identify specific marketing practices and analyze the 4P marketing mix within a practical, real-world context. The choice of a qualitative descriptive method, supported by observation, interviews, and documentation, appears well-suited for gaining in-depth insights into the operational aspects of the farm. A key strength highlighted in the abstract is the finding that all agribusiness product channels, including those for sheep and feed, are considered efficient due to a farmer's share value exceeding 40%, indicating effective practices at the farm level. While the methodology is appropriate, the abstract could benefit from a brief elaboration on how the "qualitative descriptive method" was applied to rigorously analyze the 4P marketing mix. For instance, how were observations and interviews structured to capture the nuances of product, price, place, and promotion strategies? The statement on channel efficiency, based on a "farmer's share value of more than 40%," could be strengthened by contextualizing this threshold—is this a widely accepted standard in the Indonesian agribusiness context, or specific to this study's interpretation? Furthermore, the description of the marketing mix (4Ps) is somewhat fragmented in the abstract. While "elevated stalls and modern pen management" relate strongly to the 'Product' aspect (quality assurance, animal welfare) and perhaps 'Place' (farm setup), the explicit connection to 'Promotion' and 'Price' strategies could be further clarified. The pricing strategy for in-house feed products is noted as an exception to market-driven pricing, which is an interesting finding that warrants deeper analysis regarding its competitive implications. Despite these minor points for elaboration, this study offers valuable insights into the marketing dynamics of an agribusiness farm in Kediri Regency. It presents a practical case study that can inform other small-to-medium scale agribusinesses about effective marketing channels and management practices. The research contributes meaningfully to the understanding of local agribusiness operations and the application of marketing principles in a specific regional context. Given its practical relevance and sound methodological approach, this paper is recommended for publication, provided the authors consider addressing the points raised above for greater clarity and depth in the full manuscript.

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