A Study Of Maintenance, Packaging, And Marketing Techniques Using The Functional Approach In The Marketing Of Ornamental Plants In Kendari City

Ahmad Zulfikar; Bahari Bahari; Munirwan Zani

doi:10.63922/ijeter.v4i03.5864

Ahmad Zulfikar Alumnus of Agribusiness, Faculty of Agriculture, Halu Oleo University, Kendari City, Indonesia
Bahari Bahari Lecturer, Faculty of Agriculture, Halu Oleo University, Kendari City, Indonesia
Munirwan Zani Lecturer, Faculty of Agriculture, Halu Oleo University, Kendari City, Indonesia

DOI: https://doi.org/10.63922/ijeter.v4i03.5864

Keywords: Ornamental Plants, Maintenance, Packaging, Marketing Channels, Marketing Margin, Marketing Efficiency, Marketing Function Approach

Abstract

This study aims to analyze ornamental plant farming characteristics, including maintenance techniques, packaging systems, marketing channels, marketing costs, profits, efficiency, and marketing functions in Kendari City, Southeast Sulawesi. This research was conducted using a descriptive approach with qualitative and quantitative analysis methods. Data were collected through observation, direct interviews with ornamental plant farmers and traders, and literature studies. The respondents consisted of five ornamental plant farmers, one collector trader, and two retailers selected using the census method. The results showed that ornamental plant farmers in Kendari City applied maintenance techniques involving watering, pest control, and fertilization according to field conditions. The packaging methods used were relatively simple, including clear plastic, plastic bags, raffia twine, and cardboard. Three marketing channels were identified, with marketing channel III obtaining the highest marketing margin and profit, reaching Rp30,000/unit and Rp26,600/unit, respectively, for cabbage palm. Meanwhile, marketing channel I showed the highest efficiency level of 100%, indicating an efficient marketing system. The lowest efficiency value was found in marketing channel III for cabbage palm at 40%, categorized as inefficient. Based on the functional approach, ornamental plant marketing activities included exchange functions, physical functions, and facilitating functions. These findings indicate that improving marketing efficiency requires better integration of production, packaging, and marketing activities

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