Authors:
Anie Eka Kusumastuti, Jaisy Aghniarahim Putritamara, Siti Azizah, Irfan H. Djunaidi, Rositawati Indrati, Heni Setyo Prayogi, Artharini Irsyammawati |
Abstract:
Product assessment decisions are determined based on the cooperative's quantity and quality of
milk-based on a grading system. Farmers are powerless in bargaining, so they often experience a
gap between income and costs that have been incurred, even those costs are still in the form of
unpaid loans. This was experienced by several farmers who finally decided not to join as
members of the cooperative and chose to cultivate independently and formed a livestock group
called "Sumber Abadi" however, it turns out that farmers are having difficulties again when they
have to access the market because so far the market is determined by partners. This study aims to
create a model that is ready to be applied based on the condition of farmers using the concept of
Sustainability Marketing Enterprises (SME), which consists of 4c diamonds, triangles, and
circles. Dairy products are the main object of MSMEs in the healthy drink category, with the
number of public requests increasing, especially during the pandemic. Still, the MSME sector
during the pandemic is experiencing a significant decline due to the declining purchasing power
of the people. The method uses purposive sampling and snowball sampling. Data analysis by
identifying used business landscape analysis through mapping key performance indicators, then
continued with TOWS and AHP analysis. So the SME model is applied to the Sumber Abadi
livestock group. It is hoped to become a strategic solution for livestock groups in marketing dairy products and their processed products in times of crisis. |
