Siti Afni ANISAH
Undergraduate Alumni in Faculty of Agriculture, Universitas Gadjah Mada, Jl Flora Bulaksumur, Yogyakarta 55281, Indonesia
siti.afni.anisah@mail.ugm.ac.id
Lestari Rahayu WALUYATI
Senior Lecturer in Faculty of Agriculture, Universitas Gadjah Mada, Jl Flora Bulaksumur, Yogyakarta 55281, Indonesia
lestarirahayu_wlyt@ugm.ac.id
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
agus.dwi.n@mail.ugm.ac.id
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.
Keywords: Chili, Likert, Marketing Mix, Sleman Auction Market
JEL classification: D12, D44, Q13
pp. 181-191