STRATEGI PEMASARAN SUSU SAPI PERAH RAKYAT DI DESA KEMUNING LOR
Dwi Novi Ariyanti
Evita Soliha Hani
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Jember Regency, especially Kemuning Lor village is one of the area that is the dairy farms owned. The local community dairy farm is one of the sources of the milk which has high economic value and which plays important role in the life of the people in area. The prospect of dairy milk in the domestic market is good enough because as the time goes by, the consumers of this gradually increasing. However, cow's milk dairy farmers in the village folk Kemuning-Lor has problems become obstacles to date, namely the production has not been able to meet the needs of the market and lack of market information. This study aimed to determine: (1) cost efficiency in operations dairy cow dairy farm in the village folk Kemuning Lor, (2) marketing strategy dairy cow milk Kemuning people in the village of Lor. The methods that are used in this research are descriptive method and analitic. The sample is taken using Total Sampling. The results of the research reveal that (1) the utilization of the production cost of the dairy cow farming is efficient as shown by the R/C ratio of 1,2. This ratio represents the fact that the dairy farmers allocate the farming cost efficiently, (2) the implementation of the ‘product’ marketing principle is done by the strategy of positioning the product, the implementation of the ‘place/distribution’ marketing principle is done by the strategy of classifying the market and perishability, the implementation of the ‘price’ marketing principle is done by the strategy of setting the price on the demand basis in the form namely skimming pricing and, the implementation of the ‘promotion’ marketing principle is done by the strategy of promoting the dairy milk produced by the farmings at Kemuning Lor Village by person, which is most commonly known as personal selling, respectively.