MARKETING STRATEGY FOR CRISPY MUSHROOMS FROM WHITE OYSTER MUSHROOM CULTIVATION IN WARINGINSARI VILLAGE, BANJAR CITY (CASE STUDY ON REGINDA JAMUR UMKM)
Abstract
The cultivation of white oyster mushrooms (Pleurotus ostreatus) is growing rapidly in Indonesia along with the increasing demand for healthy and nutritious food products. One form of processed white oyster mushrooms is crispy mushrooms, which have a wide market potential. This study aims to analyze the factors that influence the marketing of crispy mushrooms, understand the role of marketing in increasing competitiveness, and formulate the right marketing strategy to increase sales at UMKM Reginda Jamur Crispy, Waringinsari Village, Banjar City. This study uses a field study method with observation, interviews, and documentation. The results of the study indicate that product quality, price, promotion, and branding factors are very influential in marketing. Recommended marketing strategies include digital marketing, promotion through social media, and offering product packages at attractive prices. The implementation of this strategy is expected to increase the competitiveness and sales of crispy mushroom products in local and regional markets.
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