Strategi Bauran Pemasaran Bibit Kelapa Sawit Bersertifiat di Provinsi Lampung

Abstract

Palm oil is one of the leading plantation crops of Lampung which has increased in terms of
the area. Successful palm oil plantations are those that have produced fruit with quality and
quantity guaranteed in quality. With the vast area of oil palm, the need for quality palm
seeds to produce quality production, in order to reduce production failure. Quality palm
seedlings can be proven by using seed certificates, commonly called certified seeds. The
purpose of a seed certificate is to avoid fraud from seed breeders regarding seed types.
Currently the use of certified seeds at farmers level is still very low. The study aims to
analyze the marketing mix strategy of certified palm oil seedlings. The method used was
descriptive qualitative by describing and interpreting marketing strategy using marketing
mix concept. Formulating a certified palm oil seed marketing strategy based on an
assessment of the role of variables in the marketing mix implemented. The product strategy
was expected to maintain the quality of certified palm oil seedlings. In the pricing strategy
was to increase the price compliance with the quality of certified palm oil seedlings and
apply discounts for consumers, especially small farmers. For the distribution line mix
strategy should be able to shorten the distribution channel of certified palm oil seedlings and
supervise the distribution process to the hand of farmers. Then, implementing a promotional
mix strategy with more publicized promotional activities and expanding the dissemination of
information on certified palm oil seedlings.

Keywords: certified, marketing mix, palm oil, seedling, strategy