MARKETING PERFORMANCE EVALUATION OF PURUN AGROINDUSTRY AS PEATLAND FRIENDLY COMODITIES IN SOUTH SUMATERA PROVINCE INDONESIA
Dessy Adriani1, Elisa Wildayana1, Yulius1, Nurilla Elysa Putri1, Idham Alamsyah1, Maryanah Hamzah1, Maryadi1, Melati Andarini2

1 Researcher/Lecturer of Agriculture Faculty, Unversitas Sriwijaya
2 Researcher Assistence of of Agriculture Faculty, Unversitas Sriwijaya
Coresponding Author: dessyadriani[at]fp.unsri.ac.id.

Abstract

Reseachs related to purun crafting development should be encourage for peatland sustainability. For long time, purun crafting was marketed traditionally only to traders who already have bonding to the crafters. The objectives of research were (1) to evaluate the differences between performance and importance of marketing actors, and (2) to design the plan of purun marketing model. This research was conducted in Pedamaran Area, Ogan Homering Ilir, South Sumatera on September 2017. The result showed the performance go marketing of purun agroindustry has not yet all have a level of performance thats corresponds to the importance of all marketing actor. There are gaps between performance and importance of marketing performance for : commitment in cooperation, profit, sales, price, information and skill improvement. The plan of purun marketing model are building cooperation institution formally, improving input for increasing benefit, introducing electronic commerce.

Keywords: marketing performances, evaluation, purun, peatland, indonesia

Topic: Marketing Management