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Could A New Agricultural Auction Market Implement A Good Marketing Mix?

Author

Listed:
  • Siti Afni ANISAH

    (Undergraduate Alumni in Faculty of Agriculture, Universitas Gadjah Mada, Jl Flora Bulaksumur, Yogyakarta 55281, Indonesia)

  • Lestari Rahayu WALUYATI

    (Senior Lecturer in Faculty of Agriculture, Universitas Gadjah Mada, Jl Flora Bulaksumur, Yogyakarta 55281, Indonesia)

  • Agus Dwi NUGROHO

    (Junior Lecturer in Faculty of Agriculture, Universitas Gadjah Mada, Jl Flora Bulaksumur, Yogyakarta 55281, Indonesia. PhD Student in Doctoral School of Economic and Regional Sciences, Hungarian University of Agriculture and Life Sciences, Godollo, Hungary)

Abstract

As a new marketer, the Sleman auction market must compete with existing traders to meet consumer demand. One way to solve this problem by implementing a good marketing mix. This study aims to find out the implementation of the marketing mix in the Sleman auction market. The study was conducted in the Sleman Regency, Indonesia, from January to March 2020. The study used primary data from interviews with all auction market traders using a questionnaire and observation of various auction market activities. The data in this study was analyzed by the Likert scale. The study showed that implementing the marketing mix in the Sleman auction market was categorized as high. This is possible due to the managers' professionalism, support from external parties, complete infrastructure, and good relationships with other stakeholders. However, the Sleman auction market managers must increase the promotion using social media, improve auction market service training, increase the number of contract workers, transparent when delivering information to traders, and fix the Standard Operating Procedure.

Suggested Citation

  • Siti Afni ANISAH & Lestari Rahayu WALUYATI & Agus Dwi NUGROHO, 2021. "Could A New Agricultural Auction Market Implement A Good Marketing Mix?," Regional Science Inquiry, Hellenic Association of Regional Scientists, vol. 0(2), pages 181-191, June.
    • Handle: RePEc:hrs:journl:v:xiii:y:2021:i:2:p:181-191
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    More about this item

    Keywords

    Chili; Likert; Marketing Mix; Sleman Auction Market;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D44 - Microeconomics - - Market Structure, Pricing, and Design - - - Auctions
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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