PEMASARAN AGRIBISNIS
Konsep, Strategi, Rantai Nilai, dan Transformasi Digital
Kata Kunci:
pemasaran agribisnis, rantai nilai, perilaku konsumen, strategi pemasaran, digital marketing, efisiensi pemasaran, pemasaran berkelanjutanAbstrak
Buku Pemasaran Agribisnis membahas konsep, proses, dan strategi pemasaran dalam sistem agribisnis secara terintegrasi. Pembahasan dimulai dari landasan pemasaran agribisnis, sistem dan lembaga pemasaran, struktur pasar, perilaku konsumen, saluran serta rantai pemasaran, hingga pembentukan harga, margin pemasaran, farmer’s share, dan efisiensi pemasaran. Aspek strategis dikembangkan melalui segmentasi, targeting, positioning, bauran pemasaran, branding, kemasan, pengembangan produk, digital marketing, serta pemasaran agribisnis berkelanjutan. Buku ini juga menempatkan rantai nilai, traceability, standardisasi, sertifikasi, circular economy, dan perubahan preferensi konsumen sebagai bagian penting dalam perkembangan pemasaran agribisnis modern. Bagian akhir mengintegrasikan seluruh konsep melalui perencanaan dan penyusunan strategi pemasaran usaha agribisnis yang mencakup analisis situasi, SWOT, penetapan tujuan, penyusunan program, anggaran, implementasi, evaluasi, dan marketing plan. Pendekatan yang digunakan menekankan bahwa keberhasilan agribisnis tidak hanya ditentukan oleh kemampuan menghasilkan produk, tetapi juga oleh kemampuan menciptakan nilai, menjangkau pasar yang tepat, membangun kepercayaan konsumen, serta mengelola hubungan antarpelaku secara efisien dan berkelanjutan. Buku ini ditujukan bagi mahasiswa, dosen, peneliti, penyuluh, petani, peternak, dan pelaku usaha yang membutuhkan pemahaman pemasaran agribisnis secara konseptual sekaligus aplikatif.
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Hak Cipta (c) 2026 Tampe Tuah Malem Ginting, S.P.,M.P, Surya Sevi Wijayanna Lumban Tobing, S.P., M.P (Penulis)
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