Top Banner

of 133

STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

Apr 05, 2018

Download

Documents

Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    1/133

    X[UG[JDN YJAGXGUGF YULKZ@ GDULNFKZX[UN @JOGYG

    EJULUNJF[GXN J@XYLU

    X@UNYXN

    GDN[G YZXYG KJTN

    B8;9499:7

    BG@ZO[GX [J@FLOLDN YJU[GFNGF

    NFX[N[Z[ YJU[GFNGF ELDLU

    ELDLU

    5977

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    2/133

    Agu`j{nfd X{ug{jd~ blu J}ylu{ Lunjf{jk Hlhlfz{ Gdul!nfkzx{u~ Yulkzh{

    Gdn{g Yzxyg KjtnKjygu{ajf{ lb Gdulnfkzx{ungo [jhmflold~/ Bghzo{~ lb Gdunhzo{zugo [jhmflold~/

    Eldlu Gdunhzo{zugo Zfnrjuxn{~/ NYE Kguagdg Hgayzx/ YL EL] 559 Eldlu/ Tjx{ Cgrg/Nfklfjxng&

    jagno3 gdn{gyzxygkjtnI~agno&hla

    ^gfkug Gu`jagf gfk A& Sjnf Fgxz{nlfKjygu{ajf{ lb Gdulnfkzx{ungo [jhmflold~/ Bghzo{~ lb Gdunhzo{zugo [jhmflold~/

    Eldlu Gdunhzo{zugo Zfnrjuxn{~/ NYE Kguagdg Hgayzx/ YL EL] 559 Eldlu/ Tjx{ Cgrg/Nfklfjxng&

    GEX[UGH[

    Nfklfjxng mgx {mj ogudjx{ hlhlfz{ gujg nf {mj tluok/ gelz{ 8/=: anoonlf

    mjh{guj& N{ nx goxl {mj enddjx{ yulkzhju lb hlhlfz{ nf {mj tluok/ {mg{ yulkzhj gulzfk72/;>= enoonlf fz{x jwznrgojf{ -8/8 anoonlf {lf nf hlyug jwznrgojf{.& Mltjrju/ {mnx

    xn{zg{nlf kljx fl{ ajgf {mg{ Nfklfjxng ejhlaj {mj enddjx{ j}ylu{ju lb hlhlfz{ gdul!

    nfkzx{u~ yulkzh{ nf {mj tluok& [mj j}ylu{ rgozj lb hlhlfz{ gdul!nfkzx{u~ yulkzh{x lb

    Nfklfjxng nx lfo~ gelz{ 2:/:* lb {l{go Ymnonyynfj j}ylu{x lb hlhlfz{ gdul!nfkzx{u~

    yulkzh{x nf 599>& Nf bgh{/ Nfklfjxng gfk {mj Ymnonyynfjx mgrj {mj xnanogu

    hmgugh{junx{nhx gfk yogf{g{nlf kjrjolyajf{ yg{{jufx {mg{ guj alx{o~ klfj e~ {mj

    bguaju {mjaxjorjx& [mjujbluj/ {mnx ujxjguhm yzuylxj nx {l kj{juanfj yulxyjh{nrj lb

    hlhlfz{ gdul!nfkzx{u~ yulkzh{ {l ej kjrjolyjk nf j}ylu{ agu`j{ tn{m J}ylfjf{ngo

    Hlaygug{nrj Aj{mlk/ {l kj{juanfj yl{jf{ngo agu`j{ lb {mj yulxyjh{nrj yulkzh{x tn{mGfgo~{nhgo Mnjuguhm~ Yulhjxx/ gfk {l bluazog{j agu`j{nfd x{ug{jd~ blu hlhlfz{ gdul!

    nfkzx{u~ yulkzh{ j}ylu{ lunjf{jk tn{m Elx{lf Hlfxzo{nfd Dulzy -EHD. ag{un}/

    Nf{jufgo Bgh{lu Jrgozg{nlf -NBJ. ag{un}/ J}{jufgo Bgh{lu Jrgozg{nlf -JBJ. ag{un}/

    Nf{jufgo!J}{jufgo ag{un}/ gfk X{ujfd{m!Tjg`fjxx!Lyylu{zfn{~![mujg{ -XTL[.

    ag{un}&

    [mj ujxzo{ nfknhg{jk {mj xjojh{nlf lb yulxyjh{nrj yulkzh{x tn{m J}ylfjf{ngo

    Hlaygug{nrj Aj{mlk xmltjk {mg{ kjxnhhg{jk hlhlfz{ -KH. guj {mj alx{ yulxyjh{nrj

    yulkzh{ tn{m {mj agnf yl{jf{ngo agu`j{ nx Hmnfg& Egxjk lf ujxjguhm ujxzo{/ {mj ejx{

    agu`j{ x{ug{jd~ {l nfhujgxj j}ylu{ rgozj lb hlhlfz{ gdul!nfkzx{u~ yulkzh{x guj

    ujyogf{nfd {mj hlhlfz{ gujg/ nfhujgxj yulkzh{nlf yulhjxx jbbnhnjfh~/ nfhujgxj wzgon{~

    lb {mj yulkzh{x/ hujg{j dlrjufajf{ ludgfnsg{nlf {l guugfdj j}ylu{ lb hlhlfz{

    yulkzh{x bula anflu nfkzx{unjx gfk bguajux/ gh{nrj {l g{{jfk hlhlfz{ j}mnen{nlfx nf

    yl{jf{ngo agu`j{x/ kjrjoly j}ylu{ agu`j{ {l l{mju hlzf{unjx/ on`j ZXG/ Jgx{ Jzulyj/

    gfk Hmnfg/ gfk kjrjoly aluj rgozj!gkkjk yulkzh{x&

    @j~tlukx3 Agu`j{nfd x{ug{jd~/ hlhlfz{ gdul!nfkzx{u~ yulkzh{/ XTL[/ EHD

    aj{mlkx

    mailto:[email protected]:[email protected]
  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    3/133

    GDN[G YZXYG KJTN& B8;9499:7& X{ug{jdn Yjagxgugf Yulkz` Gdulnfkzx{un @jogyg

    Ejulunjf{gxn J`xylu& Kn egtgm enaenfdgf ^gfkug Gu`jagf kgf A& Sjnf Fgxz{nlf& 5977

    UNFD@GXGF

    Nfklfjxng ajuzyg`gf yulkzxjf `jogyg {juejxgu kn kzfng kjfdgf ozgx {gfgagf `jogyg xj`n{gu

    8/=: cz{g mg kgf yulkz`xn xj`n{gu 72/;>= anongu ez{nu `jogyg -8/8 cz{g {lf xj{gug `lyug. -GYHH/ 599>.&

    Fgazf/ mgo nfn {nkg` ogf{gx ajfcgkn`gf Nfklfjxng xjegdgn fjdgug yjfdj`xylu yulkz` gdulnfkzx{un

    `jogyg {juejxgu kn kzfng& Ajfzuz{ Hlhlfz{ X{g{nx{nhgo ^jguell`GYHH -599>./ {l{go ozgx ogmgf `jogyg

    ~gfd knanon`n Nfklfjxng mgf~g agayz ajfdmgxno`gf j`xylu xj!fnogn ZX+ :4=/>45 cz{g& Xjkgfd`gf

    Bnonynfg ~gfd mgf~g ajanon`n ozgx ogmgf {l{go xj`n{gu 8/;95 cz{g mg kjfdgf yulkz`xn 7:/24 anongu ez{nu

    `jogyg/ {j{gyn agayz ajfkzogfd kjrnxg j`xylu mnfddg ZX+ ==;/955 cz{g& Mgo nfn ajfgfkg`gf fnogn

    j`xylu `jogyg Nfklfjxng kgf yulkz` gdulnfkzx{unf~g mgf~g xj`n{gu 2:/: * kgun {l{go j`xylu `jogyg

    Bnonynfg kgf yulkz` gdulnfkzx{unf~g ygkg {gmzf 599>& Ygkgmgo/ Nfklfjxng kgf Bnonynfg ajanon`n

    `jxgaggf `gug`{junx{n` ylog yjfdjaegfdgf kgf yju`jezfgf ~gfd xjegdngf ejxgu knog`z`gf xjfknun

    lojm yj{gfn& Lojm `gujfg n{z/ yjuoz kn{jf{z`gf yulkz`!yulkz` ~gfd ajanon`n yulxyj` egdzx zf{z`

    kn`jaegfd`gf kgf knygxgu`gf kn ygxgu j`xylu xju{g ygxgu yl{jfxngo ~gfd mguzx kn{zcz& Xjognf n{z/

    knyjuoz`gf x{ug{jdn yjagxgugf ~gfd {jyg{ ~gfd xjxzgn kjfdgf `lfknxn nf{jufgo kgf j`x{jufgo

    gdulnfkzx{un `jogyg Nfklfjxng xgg{ nfn zf{z` kgyg{ ejuxgnfd kgf ajfnfd`g{`gf czaogm kgf fnogn j`xylu

    yulkz` gdulnfkzx{un `jogyg Nfklfjxng&

    Yjfjon{ngf nfn eju{zczgf zf{z` ajfdnkjf{nbn gxn kgf ajfjf{z`gf yulkz` gdulnfkzx{un `jogyg

    ~gfd yulxyj`{nb zf{z` knj`xylu/ ajfdnkjf{nbn`gxn kgf ajfjf{z`gf ygxgu yl{jfxngo zf{z` j`xylu

    yulkz` gdulnfkzx{un `jogyg ~gfd yulxyj`{nb/ xju{g ajuzazx`gf x{ug{jdn yjagxgugf ~gfd xjxzgn egdn

    j`xylu yulkz` gdulnfkzx{un `jogyg Nfklfjxng kgoga ajfdmgkgyn yjuxgnfdgf& Kg{g ~gfd kn`zayzo`gf

    kgoga yjfjon{ngf gkgogm kg{g yunaju kgf xj`zfkju& Kg{g yunaju knyjulojm ejukgxgu`gf mgxno

    tgtgfhgug kjfdgf ygug yg`gu `jogyg kgf yjfdnxngf `zjxnlfju& Kg{g xj`zfkju knyjulojm kgun Hlhlfz{X{g{nx{nhgo ^jgu 599> Gxngfgfk Ygxnbnh Hlhlfz{ Hlaazfn{~ -GYHH./ agu`j{ lbbnhj GYHH Cg`gu{g/

    Kjtgf @jogyg Nfklfjxng -Kj`nfkl./ Knuj`{lug{ Cjfkjugo Yju`jezfgf/ Egogn Ejxgu Nfkzx{un Gdul

    -EENG./ @jajf{ungf Yjunfkzx{ungf/ @jajf{ungf Yjukgdgfdgf/ xju{g nfbluagxn!nfbluagxn ognff~g ~gfd

    eju`gn{gf kjfdgf yjfjon{ngf ~gfd knyjulojm kgun ez`z!ez`z on{jug{zu/ ajkng agxxg/ agzyzf ajkng

    joj`{ulfn` -nf{jufj{.&

    Aj{lkj yjfdlogmgf kgf gfgonxnx kg{g kgoga yjfjon{ngf nfn knog`z`gf xjhgug eju{gmgy& Ygkg

    {gmgy gtgo/ knog`z`gf yjfjf{zgf yulkz` yulxyj`{nb ajfddzfg`gf Aj{lkj Yjuegfknfdgf J`xylfjfxngo

    -AYJ.& [gmgy xjogfcz{f~g gkgogm yjfjf{zgf ygxgu yl{jfxngo kjfdgf ajfddzfg`gf aj{lkj Gfgo~{nhgo

    Mnjuguhm~ Yulhjxx -GMY. kjfdgf egf{zgf yuldugaJ}yju{ Hmlnhj 5999& Xjogfcz{f~g/ {gmgy bluazogxn

    x{ug{jdn yjagxgugf kjfdgf ajfddzfg`gf yjfkj`g{gf `lfxjy agfgcjajf x{ug{jdnx& Kg{g kgf nfbluagxnknlogm xjhgug `zgon{g{nb kgf `zgf{n{g{nb& Gfgonxnx `zgon{g{nb ejuxnbg{ kjx`uny{nb kndzfg`gf zf{z`

    ajfdj{gmzn bg`{lu!bg`{lu nf{jufgo -`j`zg{gf kgf `jojagmgf. kgf bg`{lu!bg`{lu j`x{jufgo -yjozgfd kgf

    gfhgagf. gdulnfkzx{un `jogyg Nfklfjxng kgoga ajfdmgkgyn ygxgu j`xylu& Xjajf{gug gfgonxnx

    `zgf{n{g{nb knog`z`gf kgoga ajfdgfgonxnx ylnxnxn ylu{lblonl gdulnfkzx{un `jogyg ajfddzfg`gf Ag{un`x

    Elx{lf Hlfxzo{nfd Dulzy -EHD./ `jazkngf gfgonxnx `zgf{n{g{nb {gmgy nfyz{ ajogozn ag{un`x Nf{jufgo

    Bgh{lu Jrgozg{nlf -NBJ. kgf ag{un`x J}{jufgo Bgh{lu Jrgozg{nlf -JBJ./ {gmgy yjfhlhl`gf ajogozn

    ag{un`xNf{jufgo!J}{jufgo -NJ. kgf ag{un`x X{ujfd{m!Tjg`fjxx!Lyylu{zfn{~![mujg{-XTL[.&

    Mgxno yjfjon{ngf ajfzfcz``gf yjanonmgf yulkz` yulxyj`{nb kjfdgf Aj{lkj Yjuegfknfdgf

    J`xylfjfxngo knyjulojm mgxno egmtg kjxnhhg{jk hlhlfz{ -KH. ajuzyg`gf yulkz` ygonfd yulxyj`{nb

    kjfdgf x`lu 78=&=95&872& Zuz{gf `jkzg gkgogm anf~g` `jogyg kjfdgf x`lu 784&:78&5>7 kgf zuz{gf

    `j{ndg gkgogm rnudnf hlhlfz{ lno -RHL. kjfdgf x`lu 784&747&;>:&

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    4/133

    Mgxno yjanonmgf ygxgu yl{jfxngo kjfdgf ajfddzfg`gf aj{lkj GMY ajfzfcz``gf egmtg

    ygxgu yl{jfxngo z{gag kjxnhhg{jk hlhlfz{gkgogm Hmnfg kjfdgf x`lu xjejxgu 9/;24/ zuz{gf `jkzg kgf

    {jug`mnu gkgogm Djuagf~ kgf Yg`nx{gf kjfdgf x`lu agxnfd!agxnfd xjejxgu 9/88: kgf 9/7>=& Ygxgu

    yl{jfxngo z{gag anf~g` `jogyg czdg Hmnfg kjfdgf x`lu {ju{nfddn ~gn{z 9/:2>/ kjfdgf zuz{gf `jkzg kgf

    {jug`mnu gkgogm ZXG kgf @lujg kjfdgf x`lu agxnfd!agxnfd xjejxgu 9/554 kgf 9/59;& Xjkgfd`gfzf{z` yulkz` RHL/ Nfklfjxng agxnm ajfdj`xylu yulkz` RHL {juxjez{ kgoga czaogm xgfdg{ `jhno/

    ~gn{z xj`n{gu :99 `d xgaygn kjfdgf 7999 `d yju {gmzff~g/ xjmnfddg ygxgu yl{jfxngo RHL Nfklfjxng

    knyjulojm kgun kg{g j`xylu RHL Bnonynfg xjegdgn agu`j{ ojgkjuj`xylu RHL& Fjdgug ~gfd ajfcgkn

    ygxgu yl{jfxngo j`xylu RHL Nfklfjxng gkgogm fjdgug Gajun`g/ `gujfg fjdgug {juxjez{ ajuzyg`gf

    fjdgug ~gfd ygonfd ejxgu ajfdnaylu RHL kgun Bnonynfg kjfdgf czaogm yjaejongf ~gfd knog`z`gf

    ojenm kgun :9* {l{go j`xylu RHL Bnonynfg/ ~gn{z xjejxgu 79=5 {lf ygkg {gmzf 599>& Xjognf n{z/

    Gajun`g ajuzyg`gf fjdgug kjfdgf nfkzx{un yulkz` `jxjmg{gf kgf `lxaj{n` {juegf~g` kn kzfng/ ~gn{z

    agxnfd!agxnfd xjejxgu ==&;:5 kgf 78&:=; zfn{/ ~gfd agfg RHL xjfknun gyon`gxnf~g xjegdngf ejxgu

    zf{z` yulkz` `jxjmg{gf kgf `lxaj{n`&

    Ejukgxgu`gf ylxnxn gdulnfkzx{un kjxnhhg{jk hlhlfz{-KH.~gfd ejugkg ygkg ylxnxn kldx ygkggfgonxnx ag{un`x EHD/ ~gfd ejugkg ygkg xjo R ygkg ag{un`x NJ kgf ejukgxgu`gf go{jufg{nb x{ug{jdn ~gfd

    knezg{ ygkg ag{un`x XTL[ ~gfd knog`z`gf/ x{ug{jdn yjagxgugf ~gfd kgyg{ knog`z`gf zf{z`

    ajfnfd`g{`gf j`xylu KH Nfklfjxng gkgogm kjfdgf ajfnfd`g{`gf jbnxnjfxn yulxjx gdgu kgyg{

    ajayju`jhno eng~g kgf ajfnfd`g{`gf `jzf{zfdgf/ ajfnfd`g{`gf `zgon{gx yulkz` {juz{gag kgun xjdn

    xnbg{ mndnjfnxf~g kn`gujfg`gf kjxnhhg{jk hlhlfz{ ajuzyg`gf yulkz` ~gfd 799* yjfddzfggff~g

    zf{z` ajayulkz`xn ygfdgf xjmnfddg kgyg{ ajajfzmn yjuanf{ggf ygxgu j`xylu ~gfd xjag`nf

    ajfnfd`g{/ ajfnfd`g{`gf `jazkgmgf enul`ugxn kgoga yulxjx j`xylu!naylu dzfg ajfdg{gxn gfhgagf

    z{gag ~gfd agfg naylu kgun Xnfdgyluj ojenm azkgm/ ajayjuozgx kgjugm yjagxgugf `j ygxgu!ygxgu

    ~gfd eguz {zaezm xjyju{n Julyg [nazu/ Guge/ Hmnfg/ kgf Uzxng/ kgf ajfdjaegfd`gf yulkz`

    xjmnfddg ejufnogn {gaegm xjyju{n hll`njx/ enxhzn{x/ eg`ju~&

    X{ug{jdn yjagxgugf ~gfd kgyg{ knog`z`gf zf{z` ajfnfd`g{`gf j`xylu anf~g` `jogyg

    Nfklfjxng/ ejukgxgu`gf gfgonxnx ag{un`x EHD ~gfd ejugkg ygkg ylxnxn hgxm hlt/ ag{un`x NJ ~gfd

    ejugkg ygkg xjo R/ kgf ag{un`x XTL[ ~gfd {jogm knog`z`gf/ gkgogm kjfdgf ajog`z`gf yjujagcggf

    tnog~gm gujgo `jogyg Nfklfjxng/ ajfnfd`g{`gf `jazkgmgf enul`ugxn j`xylu yulkz` gdulnfkzx{un

    `jogyg Nfklfjxng ygkg `mzxzxf~g/ ajayjuozgx kgjugm yjagxgugf `j ygxgu!ygxgu ~gfd eguz {zaezm

    xjyju{n Julyg [nazu/ Guge/ Hmnfg/ kgf Uzxng/ ajayulalxn`gf anf~g` `jogyg xjegdgn anf~g` ~gfd

    {nkg` ejuegmg~g kgf ajanon`n `gfkzfdgf `lojx{julo ujfkgm/ xju{g ajfdjaegfd`gf yulkz` gf{gug ognf

    ajfcgkn yulkz` lojlhmjanhgox kgf yulkz` ygfdgf xjyju{n anf~g` dlujfd/ ajf{jdg/ kgf ognff~g

    xjmnfddg ojenm ejufnogn {gaegm&

    Rnudnf hlhlfz{ lno -RHL. ~gfd ejugkg ygkg xjo R ygkg ag{un`x NJ kgf ejukgxgu`gf go{jufg{nb

    x{ug{jdn mgxno kgun ag{un`x XTL[/ x{ug{jdn yjagxgugf ~gfd xjegn`f~g knog`z`gf zf{z` ajfnfd`g{`gfj`xylu RHL gkgogm kjfdgf ajfnfd`g{`gf `zgon{gx yulkz` kgf ajf~j{gug`gf `zgon{gx yulkz` RHL

    kjfdgf RHL Bnonynfg xjegdgn agu`j{ ojgkju ~gn{z ajayulkz`xn RHL kjfdgf `gfkzfdgf Gxga

    Ogzug{ xjejxgu 2:*/ ajayjuazkgm enul`ugxn j`xylu yulkz` `jogyg Nfklfjxng ygkg `mzxzxf~g/

    ajfhny{g`gf ojaegdg kgun yjajunf{gm ~gfd ajfdg{zu yulkz` RHL nfkzx{un `jhno kgf yj{gfn zf{z`

    knj`xylu/ ajfnfd`g{`gf yulalxn kjfdgf ajayju`jfgo`gf yulkz` RHL xjegdgn yulkz` `jxjmg{gf

    mndm wzgon{~ ludgfnh gfk fg{zugo yulhjxx `j fjdgug!fjdgug yl{jfxngo/ ajfcgonf `jan{uggf kjfdgf

    fjdgug ozgu -ZXG/ fjdgug!fjdgug Julyg. ~gfd knegf{z lojm yjajunf{gm/ ajfdjaegfd`gf yulkz`

    ajfcgkn yulkz` {zuzfgff~g xjyju{n yulkz` `lxaj{n`/ yulkz` xyg/ anf~g` dlxl`/ kgf ognff~g xjmnfddg

    ojenm ejufnogn {gaegm&

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    5/133

    YJUF^G[GGF AJFDJFGN X@UNYXN KGF

    XZAEJU NFBLUAGXN

    Xg~g ajf~g{g`gf kjfdgf xjejfgu!ejfguf~g egmtg x`unyxn kjfdgf czkzo X{ug{jdn

    Yjagxgugf Yulkz` Gdulnfkzx{un @jogyg Ejulunjf{gxn J`xylu gkgogm mgxno `gu~g

    xg~g xjfknun kjfdgf gugmgf Klxjf Yjaenaenfd G`gkjan`/ kgf ejoza kngcz`gf

    kgoga ejf{z` gygyzf ygkg yjudzuzgf {nfddn agfgyzf& Xzaeju nfbluagxn ~gfd

    ejugxgo g{gz kn`z{ny kgun `gu~g ~gfd kn{juen{`gf agzyzf {nkg` kn{juen{`gf kgun yjfzonx

    ognf {jogm knxjez{`gf kgoga {j`x kgf knhgf{za`gf kgoga Kgb{gu Yzx{g`g kn egdngf

    g`mnu x`unyxn nfn&

    Eldlu/ Ajn 5977

    ^gfd ajaezg{ yjuf~g{ggf

    Gdn{g Yzxyg Kjtn

    B8;9499:7

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    6/133

    Mg` hny{g anon` Gdn{g Yzxyg Kjtn/ {gmzf 5977Mg` hny{g knonfkzfdn

    Knogugfd ajfdz{ny kgf ajayjuegf~g` {gfyg nsnf {ju{zonx kgun

    Nfx{n{z{ Yju{gfngf Eldlu/ xjegdngf g{gz xjozuzmf~g kgoga ejf{z` gygyzf/

    egn` hj{g`/ bl{l`lyn/ an`ulbnoa/ kgf xjegdgnf~g

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    7/133

    ENLKG[G YJFZONX

    Yjfzonx ajanon`n fgag ojfd`gy Gdn{g Yzxyg Kjtn& Yjfzonx knogmnu`gf kn

    Cg`gu{g ygkg {gfddgo > Flrjaeju 7>=> kgun ygxgfdgf Xgnbzo Sgmun kgf Un{gMjugtg{n& Gfg` yju{gag kgun kzg ejuxgzkgug/ kjfdgf gkn` ~gfd ejufgag

    Azmgaagk Ugbon Xg{ungtgf&

    Yjfzonx ajanon`n og{gu ejog`gfd yjfknkn`gf xjegdgn ejun`z{3 [gagf

    @gfg`!`gfg` kn [@ Nxoga Fzuzo Wlagu/ Cg`gu{g [nazu -7>>;!7>>:./ ogoz

    knogfcz{`gf kjfdgf xj`logm kgxgu kn XK Fjdjun Hn`l`l 97 Ygdn/ Cg`gu{g

    Xjog{gf -7>>:!5997.& Yjfzonx ajogfcz{`gf xj`logm ogfcz{gf {nfd`g{ yju{gag kn

    XAY Fjdjun 77:/ Cg`gu{g Xjog{gf -5997!599;./ kgf ajogfcz{`gf xj`logm

    ajfjfdgm g{gx kn XAG Fjdjun 52 Cg`gu{g Xjog{gf -599;!5994.& Ygkg {gmzf 5994/ yjfzonx ajogfcz{`gf

    x{zkn xjegdgn agmgxnxtg Kjygu{jajf [j`floldn Nfkzx{un Yju{gfngf/ Bg`zo{gx [j`floldn Yju{gfngf kn

    Nfx{n{z{ Yju{gfngf Eldlu ajogozn cgozu Zfkgfdgf Xjoj`xn Agmgxnxtg NYE -ZXAN. &

    Xjogag agxg yjfknkn`gf kn Nfx{n{z{ Yju{gfngf Eldlu/ yjfzonx ajfcgkn gfddl{g Kjygu{jajf

    Yulkz`xn Hjf{zu~ NYE -5994./ gfddl{g Kjygu{jajf N[ Hjf{zu~ NYE -599=./ kgf ygkg {gmzf 599>

    yjfzonx ajfcgkn ujylu{ju [geolnk Anfk/ Mnayzfgf Agmgxnxtg [j`floldn Nfkzx{un -MNAGOLDNF.&

    Xjognf n{z yjfzonx czdg ajfcgkn gxnx{jf ujxylfxn [j`fn` Ly{nagxn ygkg xjajx{ju djfgy {gmzf gcgugf

    5979,5977& Yjfzonx czdg ajog`xgfg`gf Yug`{n` Ogygfd ygkg yjunlkj ezogf Czon!Gdzx{zx 5979 kn Y[&

    Nfklbllk Xz`xjx Ag`azu [e`&/ Eldgxgun Bolzu Anoox kjfdgf czkzo ogylugf yug`{n` ogygfd

    Ajayjogcgun Gxyj` Agfgcjajf Yjagxgugf Yulkz` Y[& Nfklbllk Xz`xjx Ag`azu [e`&/ Eldgxgun

    Bolzu Anoox& Xjogag ajfcgogfn yju`zongmgf kn NYE/ yjfzonx ajfkgyg{`gf ejgxnxtg yjfknkn`gf

    Egf{zgf Ejogcgu Agmgxnxtg -EEA. ygkg {gmzf 599>/ ejgxnxtg yjfknkn`gf Yjfnfd`g{gf Yujx{gxn

    G`gkjan` -YYG. ygkg {gmzf 5979 kgf 5977/ xju{g egf{zgf kgfg kgun Kjygu{jajf [j`floldn Nfkzx{un

    Yju{gfngf zf{z` yjfjon{ngf kgf x`unyxn yjfzonx ygkg {gmzf 5977&

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    8/133

    @G[G YJFDGF[GU

    Yzcn x~z`zu `j mgknug{ Googm XT[ g{gx fn`ag{ kgf ugmag{ ~gfd knejun`gf/ xjmnfddg yjfzonx

    enxg ajf~jojxgn`gf x`unyxn nfn kjfdgf azkgm kgf ogfhgu& Xmgogtg{ kgf xgoga yjfzonx xgaygn`gf

    `jygkg czfczfdgf Fgen Azmgaagk XGT xju{g `jozgudg kgf xgmgeg{f~g& Yjfzonx ajfdzhgy`gf

    {junag`gxnm g{gx kz`zfdgf/ enaenfdgf xju{g al{nrgxn kgun ejuegdgn ynmg` xjogag yjfzonxgf x`unyxn nfn

    mnfddg x`unyxn nfn kgyg{ {juxjojxgn`gf& Zhgygf {junag`gxnm knxgaygn`gf `jygkg 3

    7& Ygyg kgf Agag {juhnf{g/ Egyg` Xgnbzo Sgmun kgf Nez Un{g Mjugtg{n xju{g gkn` {juxg~gfd Ugbo~/~gfd {jogm ajaejun`gf xjdgog hnf{g kgf `gxnm xg~gfd/ al{nrgxn/ xjagfdg{/ klg kgf kz`zfdgf

    yjfzm jygkg yjfzonx&

    5& Ku& Nu& ^gfkug Gu`jagf/ A& Jfd& xjog`z klxjf yjaenaenfd yju{gag g{gx enaenfdgf kgfgugmgff~g `jygkg yjfzonx kgoga yjf~zxzfgf x`unyxn nfn xjmnfddg yjfzonx kgyg{ ajf~jojxgn`gf

    x`unyxn nfn&

    8& Nu& A& Sjnf Fgxz{nlf/ A& Gyy& Xh& xjog`z klxjf yjaenaenfd `jkzg g{gx enaenfdgf kgfgugmgff~g ~gfd knejun`gf `jygkg yjfzonx kgoga ajf~jojxgn`gf x`unyxn nfn&

    ;& Ygug yg`gu ~gfd {jogm ajaegf{z yjfzonx kgoga yjfjon{ngf dzfg ajf~zxzf x`unyxn nfn kgf {jogmajaejun ejuegdgn nfbluagxn kgf xgugf ~gfd ejumzezfdgf kjfdgf x`unyxn yjfzonx/ Yg` Kgrnk

    Goolojuzfd/ Yg` Xun Ezknxj{~gf{l/ Yg` Gaunsgo/ Nez Jaa~ ^zongf{mnjf/ Nez Gunj Ugmag{n`g/

    Nez Mjff~ Gunfgu{n/ kgf Yg` Nugtgkn Cgagugf&

    :& Djfddlfd {juxg~gfd/ Nhmg/ Kn{{g/ [ngug/ Gfsg/ Jfx`~/ [ngx/ kgf Xgenog ~gfd {jogm xgfdg{ejuyjugf kgoga ajaejun`gf kz`zfdgf xju{g egf{zgf egdn yjfzonx kgoga ajf~jojxgn`gf x`unyxn

    nfn&

    2& Azmgaagk Mgbnk Bnuagfx~gm/ ~gfd {jogm ajaejun`gf egf{zgf xju{g kz`zfdgf xjogag nfn egdnyjfzonx kgoga ajog`xgfg`gf yjfjon{ngf kgf ajf~zxzf x`unyxn nfn&

    4& [jagf!{jagf xg{z enaenfdgf Yg` ^gfkug/ Nhgg/ Sgbnu/ Kjkj/ Gf~/ kgf J`g ~gfd {jogmajf~jagfdg{n yjfzonx kgf ajaejun`gf ejuegdgn agxz`gf egdn yjfzonx&

    =& Xgmgeg{!xgmgeg{ {juxg~gfd/ Guknj Gun~lfl/ Gdunrnfnj/ [~jf/ Uj~fg/ Gsn/ Ygyg Nwego/ J`l/ Rnfg~gfd {jogm ajf~jagfdg{n kgf ajaegf{z yjfzonx ajf~jojxgn`gf x`unyxn nfn&

    >& Xgmgeg{!xgmgeg{`z [NF ;; {juhnf{g ~gfd {jogm xgonfd ajf~jagfdg{n kgf ajaegf{z kgogaajf~jojxgn`gf x`unyxn&

    79& Xzfjdm {juxg~gfd ~gfd xjogoz ajfdmnezu kgf ajf~jagfdg{n yjfzonx/ Tjtj/ Knkn/ Hghg/ B~g/kgf Kjrnfg g`g Kjrg&

    77& @g`g`!`g`g` `jogx {juxg~gfd/ @g` Hnhn{/ @g` Ozx~/ @g` [~g/ @g` Unfg/ @g` Gdl/ @g`Unkzgf/ kgf @g` Dge~ ~gfd {jogm ajaejun`gf xjdgog nfbluagxn/ egf{zgf/ kgf xjagfdg{ egdn

    yjfzonx&75& Xjazg ynmg` ~gfd {nkg` kgyg{ knxjez{`gf xg{z yju xg{z&

    Yjfzonx ajf~gkgun egmtg kgoga yjfzonxgf x`unyxn nfn yjfzonx {nkg` ozyz{ kgun `jxgogmgf ~gfd

    agfzxngtn& Lojm `gujfg n{z/ yjfzonx xgfdg{ ajfdmgugy`gf xgugf/ agxz`gf/ agzyzf `un{n` gdgu x`unyxn

    nfn kgyg{ ajfkj`g{n `jxjayzufggf& Xjaldg x`unyxn nfn kgyg{ ejuagfbgg{ egdn yjfzonx agzyzf xjazg

    ynmg` ~gfd ajajuoz`gff~g&

    Eldlu/ Ajn 5977

    Yjfzonx

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    9/133

    YJFKGMZOZGF

    7&7 Og{gu Ejog`gfd

    Ozgx tnog~gm {gfgagf `jogyg kn Nfklfjxng ajuzyg`gf ozgx gujgo `jogyg {juejxgu kn kzfng&Ejukgxgu`gf Hlhlfz{ X{g{nx{nhgo ^jguell`599> Gxjgf Ygxnbnh Hlhlfz{ Hlaazfn{~ -GYHH./ {l{go ozgx

    yju`jezfgf `jogyg Nfklfjxng ygkg {gmzf 599> ajfhgygn 8/=: cz{g mg g{gz ajfhgygn 87/2* kgun {l{go

    ozgx gujgo `jogyg kn kzfng xj`n{gu 75/74 cz{g mg kgf xjegdngf ejxguf~g ->=*. ajuzyg`gf yju`jezfgf

    ug`~g{& Yjuxjegugf `jogyg {juxjez{ mgaynu ajug{g kn xjozuzm Nfklfjxng/ kjfdgf xjegugf {juegf~g`

    ejugkg kn Xzag{jug ~gfd ajfhgygn 85/;*/ Cgtg 57/=*/ Xzogtjxn 59*/ Agoz`z kgf Ygyzg >/5*/

    Fzxg [jfddgug 4/:*/ @gonagf{gf 4/8*/ kgf Egon xjejxgu 7/=*& Enog knonmg{ kgun ozgx ogmgf `jogyg

    ajfzuz{ yulynfxn/ `jezf `jogyg {juozgx ejugkg kn yulynfxn Ungz xjejxgu :;5&5;> mg -7;/7*./ knxzxzo

    Cgtg [jfdgm 5=7&;49 mg -4/8*./ kgf Xzogtjxn Z{gug 549&449 mg -4*. ygkg ylxnxn `j{ndg/ xjkgfd`gf

    tnog~gm kjfdgf yulkz`xn `jogyg {juegf~g` ejugkg kn yulynfxn Ungz xjejxgu :;2&448 {lf -72/:4*./

    knxzxzo Xzogtjxn Z{gug 5>8&995 {lf -=/>*./ kgf Xzogtjxn [jfdgm 542&288 {lf -=/;*. ygkg ylxnxn

    `j{ndg& Xjognf n{z/ Nfklfjxng czdg ajuzyg`gf yulkzxjf `jogyg {juejxgu kn kzfng kjfdgf yulkz`xn

    xj`n{gu 72/;>= anongu ez{nu `jogyg -5:/;* yulkz`xn `jogyg kzfng. g{gz xj{gug 8/8 cz{g {lf `lyug ygkg

    {gmzf 599>&

    @jogyg ajuzyg`gf `lalkn{n xlxngo kgf ajuzyg`gf egdngf kgun `jmnkzygf agx~gug`g{

    Nfklfjxng ~gfd knxjege`gf lojm xjozuzm egdngf `jogyg/ azogn kgun g`gu/ eg{gfd/ ezgm/ ezfdg/ kgf kgzf

    kgyg{ knagfbgg{`gf& Ezfdg `jogyg ajfdmgxno`gf fnug `jogyg ~gfd kgyg{ ajfdmgxno`gf dzog ajugm

    -dzog `jogyg.0 Kgdnfd ezgm `jogyg kgyg{ ajfdmgxno`gf `lyug/ anf~g` `jogyg/ xgf{gf/ kgf `jogyg yguz{

    `junfd -kjxnhhg{jk hlhlfz{.0 Xgez{ `jogyg kgyg{ ajfdmgxno`gf hlnu bneju/ `jxj{/ xgyz/ ag{ugx/ kgf

    egmgf yjaezg{ xyunfd ejk0 [jayzuzfd `jogyg kgyg{ knagfbgg{`gf ajfcgkn gugfd {jayzuzfd/ `guelf

    g`{nb/ kgf `jugcnfgf {gfdgf0 Gnu `jogyg kgyg{ knagfbgg{`gf xjegdgn egmgf hz`g/ fg{g kj hlhl/ `jhgy/

    kgf anfzagf ejujfjudn0 Eg{gfd `jogyg kgyg{ knagfbgg{`gf zf{z` egmgf egfdzfgf `jugfd`g g{gzg{gy0 Kgzf `jogyg kgyg{ ajfdmgxno`gf onkn zf{z` xgyz xju{g egugfd gf~gagf xjegdgn kj`lugxn0 G`gu

    `jogyg kgyg{ knagfbgg{`gf xjegdgn egmgf yjtgufg kgf leg{!leg{gf& Mgo {juxjez{ ~gfd ajf~jege`gf

    `jogyg knczoz`n xjegdgn ylmlf `jmnkzygf ~gfd xgfdg{ `g~g g`gf agfbgg{ egn` zf{z` ygfdgf/ xzaeju

    jfjudn/ egmgf eg`z ejuegdgn nfkzx{un `jxjmg{gf kgf `jhgf{n`gf/ agzyzf zf{z` `jyjuozgf uzagm

    {gfddg kgf egugfd `jugcnfgf&

    Zxgmg yju`jogyggf ajuzyg`gf xgogm xg{z ynogu yjuj`lflangf agx~gug`g{ Nfklfjxng

    `mzxzxf~g kn kgjugm yjkjxggf& @jdng{gf ygkg xj`{lu nfn {jogm ajaejun gfkno ~gfd hz`zy ejxgu kgoga

    yjf~jknggf ogygfdgf `jucg kgf yjf~jknggf egmgf eg`z nfkzx{un kgoga fjdjun/ yjulojmgf yjfkgyg{gf

    kgjugm/ xju{g ~gfd {nkg` `gogm yjf{nfdf~g gkgogm yjulojmgf kjrnxg& Egm`gf Agfddgegugfn -599>.

    ajf~g{g`gf yulkz` `jogyg xjegdgn xzaeju kjrnxg fjdgug ajogozn j`xylu kgf ajf~jugy {jfgdg `jucgxj`n{gu 2/> cz{g @@& Xjognf n{z/ `lalkn{n `jogyg nfn ajaejun`gf yjfkgyg{gf ygkg yj{gfn xjejxgu ;/48

    cz{g,{gmzf,mg& @lf{unezxn zxgmg yju jogyggf {jumgkgy yjuj`lflangf ug`~g{ kgf yjaegfdzfgf ujdnlfgo

    xgfdg{ ejugu{n& Egdn kgjugm yulkzxjf z{gag `jogyg/ xze xj`{lu yju`jogyggf ajuzyg`gf xzaeju z{gag

    yjfjunaggf kgf yjfkgyg{gf `jozgudg yj{gfn& Xjognf n{z/ zxgmg{gfn `jogyg kgf yjfdlogmgff~g/ mgaynu

    xjozuzmf~g knzxgmg`gf lojm yj{gfn `jhno/ knagfg {jukgyg{ xzuyozx {jfgdg `jucg& Kgoga `lfknxn xjyju{n

    nfn/ zxgmg yju`jogyggf ajuzyg`gf ogygfdgf `jucg z{gag& Lojm `gujfg n{z/ ajagcz`gf zxgmg

    yju`jogyggf ajayzf~gn ag`fg ~gfd xgfdg{ x{ug{jdnx/ {nkg` mgf~g kgoga `lf{j`x j`lflan {j{gyn czdg

    kgoga lf{j`x xlxngo&

    Ajx`nyzf Nfklfjxng ajuzyg`gf fjdgug yjfdmgxno `jogyg {juejxgu kn kzfng/ `lfknxn nfn {nkg`

    ajfcgkn`gf fjdgug nfn xjegdgn yjfdmgxno yulkz` gdulnfkzx{un `jogyg {juejxgu kn kzfng& Agfddgegugfn

    -599>. ajf~g{g`gf xjogag nfn `lalkn{gx `jogyg mgf~g knagfbgg{`gf yulkz` yunajuf~g xgcg/

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    10/133

    xjkgfd`gf yjfdjaegfdgf kgf yjagfbgg{gf yulkz` mnonu kgf mgxno xgaynfd ejoza egf~g` knog`z`gf&

    Xjognf n{z/ yulkz`xn yulkz` gdulnfkzx{un `jogyg Nfklfjxng mgf~g ajfkzkz`n ylxnxn `jkzg xj{jogm

    Bnonynfg kgf kgun xjdn ugdga yulkz`xn xju{g kjrnxg ~gfd knmgxno`gf/ ylxnxn Nfklfjxng czdg agxnm ejugkg

    kn egtgm Nfkng kgf Xunogf`g& Cjfnx yulkz` gdulnfkzx{un `jogyg ~gfd {jogm agayz knjx`ylu lojm

    Nfklfjxng mgf~g xj`n{gu = cjfnx yulkz` `jogyg/ xjajf{gug Bnonynfg {jogm agayz ajfdj`xylu xj`n{gu 7;cjfnx yulkz` gdulnfkzx{un `jogyg& Ygkgmgo ajfzuz{ Cgagugf -599>./ yl{jfxn enxfnx kgun `jogyg hz`zy

    ejxgu/ ajfdnfdg{ Nfklfjxng ajuzyg`gf fjdgug kjfdgf ozgx kgf yulkz`xn `jogyg {juejxgu kn kzfng&

    Yl{jfxn yulkz`xn kgun ezgmf~g ~gn{z anf~g` `jogyg 7&;:9&52: {lf,{gmzf/ gaygx `jogyg 7&7=2&;29

    {lf,{gmzf/ gnu `jogyg ;&2;:&524&:99 on{ju,{gmzf -gxzaxn yjuez{nu 899 ao./ xgez{ `jogyg 4&799&999

    {lf,{gmzf/ kgf {jayzuzfd 5&:=9&49; {lf,{gmzf& Xjognf n{z/ kjfdgf gkgf~g `lfxjy fnogn {gaegm - gkkjk

    rgozj. kgyg{ ajaejun`gf kgayg` ylxn{nb kgoga yjfnfd`g{gf fnogn `jogyg& Xjognf ajfcgkn`gf yulkz`

    {juxjez{ ejufnogn czgo ojenm agmgo/ `lfxjy fnogn {gaegm czdg ajaejun`gf `jzf{zfdgf ojenm egdn

    gdulnfkzx{un `jogyg kn Nfklfjxng kgf ygug yj{gfn `jogyg&

    Ajfzuz{ Hlhlfz{ X{g{nx{nhgo ^jguell` GYHH -599>./ {l{go ozgx ogmgf `jogyg ~gfd knanon`n

    Nfklfjxng mgf~g agayz ajfdmgxno`gf j`xylu xj!fnogn ZX+ :4=/>45 cz{g& Xjkgfd`gf Bnonynfg ~gfdmgf~g ajanon`n ozgx ogmgf {l{go xj`n{gu 8/;95 cz{g mg kjfdgf yulkz`xn 7:/24 anongu ez{nu `jogyg/ {j{gyn

    agayz ajfkzogfd kjrnxg j`xylu mnfddg ZX+ ==;/955 cz{g& Mgo nfn ajfgfkg`gf fnogn j`xylu `jogyg

    Nfklfjxng kgf yulkz` gdulnfkzx{unf~g mgf~g xj`n{gu 2:/: * kgun {l{go j`xylu `jogyg Bnonynfg kgf

    yulkz` gdulnfkzx{unf~g ygkg {gmzf 599>& Ygkgmgo jx{nagxn `jez{zmgf klajx{n` -`lfxzaxn. `jogyg kn

    Nfklfjxng mgf~g xj`n{gu >/>2: anongu ez{nu `jogyg g{gz xj`n{gu 29/;* kgun {l{go yulkz`xn `jogyg

    Nfklfjxng/ ~gfd agfg ejugu{n agxnm {juxnxg :>/2* `jogyg ~gfd kgyg{ knagfbgg{`gf zf{z` knlogm kgf

    knj`xylu xjegdgn yjfgaegm kjrnxg fjdgug xju{g xjegdgn yjfnfd`g{gf mgudg czgo yulkz` `jogyg

    Nfklfjxng {juxjez{& Agxnm ujfkgmf~g czaogm j`xylu yulkz` gdulnfkzx{un `jogyg Nfklfjxng kgyg{ knonmg{

    kgun kg{g czaogm j`xylu yulkz` gdulnfkzx{un `jogyg Nfklfjxng knegfknfd Bnonynfg ygkg {gmzf 599>

    ygkg [gejo 7 kn egtgm nfn&

    [gejo 7& Kg{g J`xylu Yulkz` Gdulnfkzx{un @jogyg [gmzf 599>

    Yulkz` Gdulnfkzx{unNfklfjxng

    -{lf.

    Bnonynfg

    -{lf.

    Anf~g` @jogyg :49&877 =52&584

    Kjxxnhg{jk Hlhlfz{ ;2&2>> 772&;57

    Gugfd [jayzuzfd kgf @guelf

    G`{nb7>>&9;: 8;&4;4

    Xzaeju3 GYHH/ 599>

    Xjognf kg{g kn g{gx ~gfd ajfzfcz``gf agxnm ujfkgmf~g fnogn j`xylu yulkz` gdulnfkzx{un`jogyg/ Hlhlfz{ X{g{nx{nhgo ^jgu Ell` GYHH -599>. czdg ajfzfcz``gf czaogm j`xylu yulkz`

    gdulnfkzx{un `jogyg Nfklfjxng ~gfd {nkg` x{geno egm`gf hjfkjuzfd ajfzuzf/ xjyju{n anf~g` `jogyg

    ygkg {gmzf 5992 ajfdgogan yjfzuzfgf czaogm j`xylu xjegf~g` 552&7=2 {lf ~gfd agfg xjejozaf~g

    4;:&4;5 {lf ygkg {gmzf 599:/ `jazkngf fgn` `jaegon ajfcgkn 48>&>58 ygkg {gmzf 5994 kgf {zuzf

    `jaegon xgaygn ajfcgkn :49&877 {lf ygkg {gmzf 599>& J`xylu kjxxnhg{jk hlhlfz{ ajfdgogan

    `jfgn`gf kgun {gmzf 599: xgaygn {gmzf 5994/ ~gn{z kgun ;>&>=; {lf xgaygn kjfdgf :>&==; {lf/ fgazf

    `jazkngf ajfdgogan yjfzuzfgf xjhgug {juzx ajfjuzx kgun {gmzf 5994 xgaygn 599> ajfcgkn ;2&2>>

    {lf& Mgo nfn kgyg{ knonmg{ ygkg [gejo 5& Xjognf n{z/ Tneltl kgf Unfn -5979. ajf~g{g`gf/ ejukgxgu`gf

    kg{g @jajf{ungf Yjunfkzx{ungf/ ygkg {gmzf 5979 fnogn j`xylu yulkz` `jogyg kgf logmgf Nfklfjxng

    mgf~g xjejxgu ZX+ ;54/72 cz{g& Xjajf{gug n{z/ Bnonynfg ajanon`n fnogn j`xylu kzg `gon onyg{ Nfklfjxng

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    11/133

    ~g`fn ZX+ =;7/98= cz{g& Mgo nfn ajfzfcz``gf Nfklfjxng xgaygn xgg{ nfn agxnm {j{gy `gogm ejuxgnfd

    kjfdgf Bnonynfg kgoga mgo j`xylu yulkz` gdulnfkzx{un `jogyg&

    [gejo 5& Kg{g J`xylu Yulkz` Gdulnfkzx{un @jogyg Nfklfjxng [gmzf 599:!599>

    [gmzf Anf~g` @jogyg -A[. Kjxnhhg{jk Hlhlfz{-A[.

    599: 4;:&4;5 ;>&>=;

    5992 :7>&::2 :>&;>2

    5994 48>&>58 :>&==;

    599= 2;>&5:: :4&2=>

    599> :49&877 ;2&2>>

    Xzaeju3 GYHH/ 599>

    J`xylu yulkz` gdulnfkzx{un `jogyg ~gfd rlozajf~g {nkg` x{geno kgf kjfdgf czaogm ~gfd czdg

    {nkg` ojenm ejxgu knegfknfd fjdgug xgnfdgff~g ~gfd ajanon`n ozgx gujgo yulkz`xn ojenm `jhno

    ajf~jege`gf knyjuoz`gff~g x{ug{jdn yjagxgugf ~gfd {jyg{ zf{z` kgyg{ ejuxgnfd kgf ajagcz`gf

    `jaegon j`xylu yulkz` gdulnfkzx{un `jogyg Nfklfjxng& Lojm `gujfg n{z/ kgoga zyg~g ajaegfdzf

    zxgmg yju`jogyggf Nfklfjxng `jkjygf/ zf{z` kgyg{ ajaylxnxn`gf zxgmg yju`jogyggf kgf yulkz` mgxno

    logmgf `jogyg Nfklfjxng agayz ajfklanfgxn ygxgu ozgu fjdjun xju{g ajanon`n kg~g xgnfd ~gfd {nfddn

    knyjuoz`gf x{ug{jdn yjagxgugf ~gfd jbj`{nb ~gfd kgyg{ kn{jugy`gf lojm xjazg ynmg` ~gfd {ju`gn{ kgoga

    yjaegfdzfgf yju`jogyggf& X{ug{jdn yjagxgugf ~gfd jbj`{nb {juxjez{ g`gf ajfcgkn`gf gdulnfkzx{un

    `jogyg Nfklfjxng ajfcgkn ojenm agcz/ j`xylu yulkz` gdulnfkzx{un `jogyg Nfklfjxng ajfnfd`g{/ kjrnxg

    ajfcgkn eju{gaegm/ xju{g Nfklfjxng ajfcgkn fjdgug ~gfd {nkg` mgf~g {ju`jfgo xjegdgn fjdgug kjfdgf

    ozgx gujgo `jogyg {juejxgu kn kzfng fgazf czdg xjegdgn fjdgug kjfdgf j`xylu yulkz` gdulnfkzx{un

    `jogyg {juejxgu kn kzfng& Kjfdgf bluazogxn x{ug{jdn yjagxgugf yulkz` gdulnfkzx{un `jogyg ~gfd

    yl{jfxngo zf{z` ygxgu j`xylu nfn fgf{nf~g knmgugy`gf kgyg{ ajaejun`gf agfbgg{ ~gfd ejxgu egdn

    ynmg`!ynmg` {ju`gn{ zf{z` ajfjf{z`gf x{ug{jdn yjagxgugf gdulnfkzx{un `jogyg xjhgug {juygkz kgf

    {junf{jdugxn dzfg ajagcz`gf zxgmg yju`jogyggf Nfklfjxng&

    7&5 [zczgf Yjfjon{ngf

    [zczgf yjfjon{ngf nfn knyzxg{`gf ygkg bluazogxn x{ug{jdn yjagxgugf yulkz` gdulnfkzx{un

    `jogyg kgoga ajfdmgkgyn ygxgu j`xylu dzfg ajfnfd`g{`gf kg~g xgnfd kgf czaogm xju{g fnogn j`xylu

    yulkz` gdulnfkzx{un `jogyg& [zczgf yjfjon{ngf nfn gkgogm3

    7& Ajfdnkjf{nbn`gxn kgf ajfjf{z`gf yulkz` gdulnfkzx{un `jogyg ~gfd yulxyj`{nb zf{z`kn`jaegfd`gf kn ygxgu j`xylu&

    5& Ajfdnkjf{nbn`gxn kgf ajfjf{z`gf ygxgu yl{jfxngo zf{z` j`xylu yulkz` gdulnfkzx{un `jogyg~gfd yulxyj`{nb&

    8& Ajuzazx`gf x{ug{jdn yjagxgugf ~gfd xjxzgn egdn j`xylu yulkz` gdulnfkzx{un `jogyg kgogaajfdmgkgyn yjuxgnfdgf&

    7&8 Uzgfd Onfd`zy

    Uzgfd onfd`zy kgun yjfjon{ngf nfn gkgogm gfgonxnx bg`{lu!bg`{lu ~gfd ejuyjfdguzm kgoga

    yjfjf{zgf yulkz` gdulnfkzx{un `jogyg ~gfd yulxyj`{nb zf{z` knj`xylu/ gfgonxnx bg`{lu!bg`{lu ~gfd

    ejuyjfdguzm kgoga yjfjf{zgf ygxgu yl{jfxngo egdn yulkz` gdulnfkzx{un `jogyg {juxjez{/ xju{g

    bluazogxn x{ug{jdn yjagxgugf ejukgxgu`gf ylxnxn `layj{n{nb ujog{nbf~g kgf ejukgxgu`gf gfgonxnx

    `j`zg{gf kgf `jojagmgf xju{g yjozgfd kgf gfhgagf kgun nfkzx{un yulkz` gdulnfkzx{un `jogyg ~gfd

    yulxyj`{nb zf{z` knj`xylu&

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    12/133

    7&; Agfbgg{ Yjfjon{ngf

    Yjfjon{ngf nfn knmgugy`gf kgyg{ ajaejun`gf nfbluagxn kgf xzaegfdgf yjan`nugf ~gfd

    ejuagfbgg{ xjegdgn egmgf yju{naegfdgf egdn ynmg`!ynmg` ~gfd {juoneg{ kgoga ugfd`g yjfjf{zgf

    `jencg`gf x{ug{jdn yjagxgugf j`xylu yulkz` gdulnfkzx{un `jogyg& Xjmnfddg kjfdgf gkgf~g x`unyxn nfn/

    gdulnfkzx{un `jogyg Nfklfjxng ajfcgkn ojenm agcz/ j`xylu yulkz` gdulnfkzx{un `jogyg Nfklfjxng

    ajfnfd`g{/ kjrnxg ajfcgkn eju{gaegm/ xju{g Nfklfjxng ajfcgkn fjdgug ~gfd {nkg` mgf~g {ju`jfgo

    xjegdgn fjdgug kjfdgf ozgx gujgo `jogyg {juejxgu kn kzfng fgazf czdg xjegdgn fjdgug kjfdgf j`xylu

    yulkz` gdulnfkzx{un `jogyg {juejxgu kn kzfng&

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    13/133

    NN& [NFCGZGF YZX[G@G

    5&7 @jogyg

    [gfgagf `jogyg -Hlhlx fzhnbjug O. {juagxz` bganon Ygoaghjgj/ lukl Guhjgojx/ kgf `jogx

    Alflhl{~ojklfj& [gfgagf `jogygagxnm ajuzyg`gf {gfgagf yju`jezfgf kn Nfklfjxng ~gfd ojenm ozgx

    knegfknfd`gf kjfdgf {gfgagf `jogyg xgtn{& [gfgagf nfn knzxgmg`gf ajogozn yju`jezfgf ug`~g{/

    yju`jezfgf xtgx{g agzyzf yju`jezfgf yjajunf{gm/ ~gfd agfg >=* ajuzyg`gf tnog~gm `jogyg anon`

    ug`~g{& Ozgx gujgo `jogyg nfn {juknun g{gx `jogyg rgunj{gx Kgoga/ Djfcgm/ kgf Mneunkg/ kjfdgf

    yjajonmguggf nf{jfxnb kgyg{ ajfhgygn yulkz`xn agxnfd!agxnfd 5/: {lf `lyug,mg,{mf kgf ; {lf

    `lyug,mg,{mf -Goolojuzfd kgf Agmazk/ 5995.&

    Ajfzuz{ Kcg{an`l j{ go -7>=:./ rgunj{gx {gfgagf `jogyg ~gfd kn`jfgo `zugfd ojenm gkg 799

    aghga& [gfgagf nfn azogn ejuezgm ygkg zazu 2 xgaygn 4 {gmzf/ xjkgfd`gf ygkg ejejugyg kgjugm

    xzkgm azogn ejuezgm ygkg zazu : {gmzf& Yulkz`xn yjfzm knhgygn ygkg zazu 79 {gmzf kgf `jgkggf nfn

    ejuogfdxzfd xgaygn zazu :9 {gmzf& Ylmlf `jogyg kn`g{g`gf {zg ygkg zazu =9 {gmzf kgf engxgf~g

    g`gf ag{n ygkg zazu 799 {gmzf&Ylyzogxn {gfgagf `jogyg Nfklfjxng gkgogm ~gfd {juejxgu kn kzfng/ ylmlf `jogyg {zaezm

    xj`n{gu 8/= cz{g mj`{gu kn Nfklfjxng/ ~gn{z xj`n{gu 87/4* kgun {l{go ylmlf `jogyg kzfng& [gfgagf `jogyg

    kn{jaz`gf {zaezm ygkg kjogygf yzozm fjdgug {ulynx {juz{gag kn kgjugm ~gfd kj`g{ kjfdgf ygf{gn

    gf{gug ognf kn fjdgug!fjdgug Gbun`g Egug{/ Agog~xng/ Bnonynfg/ Nfklfjxng/ Nfkng/ Xunogfd`g/ kgf Ygyzg

    Fzdnfn& Fgazf/ {gfgagf `jogyg {ju`lfxjf{ugxn kn Gxng Xjog{gf kgf Gxng [jfddgug {juz{gag Nfklfjxng/

    Nfkng/ Bnonynfg/ kgf Xunogfd`g -GYHH/ 599>.&

    Dgaegugf unfd`gx xjegugf yl{jfxn `jogyg Nfklfjxng nfn kgyg{ knonmg{ ygkg Dgaegu 7&

    Tnog~gm kjfdgf ozgx gujgo yjfdmgxno `jogyg kgun ~gfd {juozgx eju{zuz{!{zuz{ Yulynfxn Ungz/ Cgtg

    [jfdgm/ Xzogtjxn Z{gug/ Cgtg [nazu/ kgf Agoz`z Z{gug& Tnog~gm kjfdgf mgxno yulkz`xn ez{nu ezgm

    `jogyg eju{zuz{!{zuz{ kgun ~gfd {juegf~g` ~gn{z Yulynfxn Ungz/ Xzogtjxn Z{gug/ Xzogtjxn [jfdgm/ Cgtg

    [nazu/ kgf Agoz`z Z{gug&

    Dgaegu 7& Xjegugf Yl{jfxn @jogyg Nfklfjxng -GYHH/ 599>.

    Ungz:;5&5;> Mg:;2&448 [lf

    Cgtg [nazu588&2:5 Mg5:9&;>7 [lf

    Agoz`z

    Z{gug555&7;= Mg5;;&:>7 [lf

    XzogtjxnZ{gug549&449 Mg5>8&995 [lf

    Cgtg [jfdgm5=7&;49 Mg7=9&5>> [lf

    Xzogtjxn[jfdgm7=5&448Mg542&288 [lf

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    14/133

    Tnog~gm!tnog~gm {juxjez{ ajanon`n xjczaogm nfkzx{un kjfdgf x`gog ejxgu ~gfd ajfdlogm ezgm `jogyg

    ajfcgkn yulkz` logmgf ognf xjyju{n anf~g` `jogyg/ kjxnhhg{jk hlhlfz{/ rnudnf hlhlfz{ lno/ fg{g kj

    hlhl/ xgf{gf `una/ kgf ognf xjegdgnf~g& Ol`gxn ejejugyg nfkzx{un kjfdgf x`gog ejxgu {juxjez{ kgyg{

    knonmg{ ygkg Dgaegu 5 kn egtgm nfn&

    Dgaegu 5& Yj{g Yjf~jegugf Nfkzx{un Ejxgu Yjfdlogmgf @jogyg -Tgm~zkn/ 599>.

    Kgjugm {gfgagf `jogyg ~gfd {juyjf{nfd {juoj{g` gf{gug 559 Onf{gfd Z{gug kgf 559 Onf{gfd

    Xjog{gf& Kn ozgu kgjugm nfn yju{zaezmgf ylmlf `jogyg ogaeg{ kgf ezgmf~g xjkn`n{& Ygkg kgjugm xj`n{gu

    `g{zonx{ntg/ `jogyg kgyg{ kn{gfga xgaygn ygkg `j{nfddngf 599 aj{ju kgun yjuaz`ggf ogz{& Kn g{gx

    `j{nfddngf >99 aj{ju kgun yjuaz`ggf ogz{/ {zaezmf~g ogaeg{ kgf ezgm ~gfd knmgxno`gff~g `jhno!`jhno& Ylmlf `jogyg {nkg` xjxzgn zf{z` {zaezm kn kgjugm kjfdgf n`ona knagfg azxna `jagugzf~g

    ygfcgfd kgf {jun`/ {j{gyn kgyg{ {zaezm egn` kn kgjugm kjfdgf xzmz ug{g!ug{g gf{gug 5; xgaygn 5> 9H

    kgf xzmz anfnaza {nkg` ojenm ujfkgm kgun 599H& Hzugm mzcgf ~gfd ygonfd egn` ngogm gf{gug 7499

    xgaygn 5999 aa kgf mguzx {juegdn ug{g xjygfcgfd {gmzf& [gfgagf `jogyg agxnm kgyg{ {zaezm egn`

    ygkg hzugm mzcgff xjejxgu 7599 aa yju{gmzf cn`g kn kgoga {gfgm {jukgyg{ gnu ~gfd hz`zy -Kcg{an`l

    j{ goo/ 7>=:.&

    Cjfnx {gfgagf `jogyg ygkg gtgo azogf~g mgf~g kn`jfgo kzg rgunj{gx ~gn{z rgunj{gx kgoga

    -{goo rgunj{~. kgf rgunj{gx djfcgm -ktgub rgunj{~.& Xjnunfd kjfdgf yju`jaegfdgf yjazonggf {gfgagf/

    kn`jfgo czdg rgunj{gx `jogyg mneunkg ~gfd ajuzyg`gf mgxno yjuxnogfdgf `jogyg kgoga kgf `jogyg

    djfcgm -Ygozfd`zf/ 5998.& @j{ndg rgunj{gx {juxjez{ ajanon`n hnun `gug`{junx{n` {juxjfknun& Hnun!hnun

    xjhgug dgunx ejxgu {juxjez{ fgayg` ygkg [gejo 8 kn egtgm nfn&

    UngzY[& Yzogz Xgaez

    Cg{naY[& N`gf KlugfdY[& Rjdj{geoj Lno

    Cgegu " K@NY[& EguhlY[& YA@ Agfddg KzgY[& Gnuogfk Mnoagf Gegkn

    Y[& Yjuag{g MncgzY[& Xlunf{golY[& EnalonY[& Azo{n Fgeg{n

    Y[& Nfnaj}nf{ug

    OgayzfdY[& Fnaynfkl Yunag Hlhlfz{

    Y[ Xgun Xjdgu Mzxgkg

    Xzag{jug Egug{Y[& Hlhl agx

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    15/133

    [gejo 8& @gug`{junx{n` Rgunj{gx @jogyg

    @gug`{junx{n` Rgunj{gx @jogyg

    @jogyg Kgoga @jogyg Djfcgm @jogyg Mneunkg

    7&Eg{gfd [nfddn kgf ejxgu Ugaynfd Ugaynfd kgf yjfkj`

    5& [nfddn Ug{g!ug{g 7:!7=a

    egm`gf ajfhgygn 89a

    g{gz ojenm

    Ajfhgygn : a g{gz

    ojenm

    Ajfhgygn : a

    8& Zazu azogn ejuezgm 2!4 {gmzf xj{jogm {gfga 8!; {gmzf xj{jogm {gfga ; {gmzf

    ;& Zazu j`lflanx Ajfhgygn >9 ! 799

    {gmzf

    Ajfhgygn :9 {gmzf 8: {gmzf

    :& Czaogm yulkz`xn

    {gfkgf

    77 {gfkgf,ylmlf,{gmzf 7= {gfkgf,ylmlf,{gmzf 59 {gfkgf,ylmlf,{gmzf

    2&& Yulkz`{nrn{gx >9 ez{nu,ylmlf,{gmzf 799 ez{nu,ylmlf,{gmzf 7;9 ez{nu,ylmlf,{gmzf

    4& Yulkz`xn `lyug 7 {lf `lyug,Mg,{gmzf

    ygkg zazu 79 {gmzf

    9&: {lf `lyug,mg,{gmzf

    ygkg zazu 79 {gmzf

    2!4 {lf,mg,{gmzf ygkg

    zazu 79 {gmzf

    Xzaeju 3 Kj`nfkl -5979g.

    Ezgm `jogyg {juknun kgun xgez{ j`xl`guy/ ajxl`guy/ {jayzuzfd -jfkl`guy./ kgdnfd ezgm

    -jfklxyjua./ kgf gnu ezgm& [jego xgez{ `jogyg ojenm kgun onag xjf{naj{ju kgf {jego kgdnfd ezgm xg{z

    xjf{naj{ju g{gz ojenm& Ezgm `jogyg ajanon`n elel{ ug{g!ug{g xj`n{gu 7!7/7: `d kjfdgf elel{ ezgm

    `jogyg agxg` xj`n{gu 5 `d& Enog kn{jozxzun ojenm ogfcz{/ {juf~g{g kgdnfd ezgm `jogyg mgf~g xj`n{gu 89*

    kgun elel{ ezgm `jogyg z{zm& @laylxnxn kgun xgez{ {juxjez{ gkgogm 5:* xjug{ kgf 4:* yjg{/

    xjkgfd`gf {jayzuzfd 8:* kncgkn`gf xjegdgn gugfd kgf 2:* kncgkn`gf xjegdgn gfj`g yulkz``jugcnfgf kgun {jayzuzfd/ kgdnfd `jogyg ~gfd knlogm ajfcgkn `lyug/ elel{f~g ajfcgkn :8* `lyug

    kgf ;4* egmgf {juzgy`gf&@laylxnxn {gfgagf `jogyg kgf yjagfbgg{gff~g kgyg{ knonmg{ ygkg Dgaegu

    8&

    Dgaegu 8& @laylxnxn [gfgagf @jogyg -Kj`nfkl/ 5979e.

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    16/133

    Kn kgoga 799 duga kgdnfd `jogyg xjdgu/ {ju`gfkzfd ;7/2* ojag`/ 82/8* gnu/ 78/9*

    `guelmnkug{/ ;/:* yul{jnf/ 8/2* xjug{/ 74* sg{ ejxn -Bj5L8./ 7* anfjugo/ 9/5;* ylxylu -Y5Y:./ 9/97*

    `goxnza -HgL.& Xjognf n{z/ kn kgoga 799 duga kgdnfd `jogyg xjdgu czdg ajfdgfkzfd rn{ganf E7

    xjejxgu 7: NZ/ rn{ganf H 7 NZ/ kgf xjkn`n{ rn{ganf G kgf rn{ganf J ~gn{z xjejxgu 9/5 NZ

    -Xj{~gankcgcg/ 7>>:.&@lalkn{n `jogyg ajajugf`gf yjugfgf yjf{nfd zf{z` `jmnkzygf agx~gug`g{ kgf kjrnxg

    fjdgug {juz{gag kn kgjugm {ulynx& Ajfzuz{ Gxtgfn kgf Kgutnx -7>>:./ xjognf xjegdgn xzaeju anf~g`

    fgeg{n/ ejuegdgn `jdzfggf kgun egdngf {gfgagf `jogyg ajf~jege`gf {gfgagf nfn ajayzf~gn

    `jkzkz`gf `mgx kn kgoga `jmnkzygf xlxngo kgf ezkg~g agx~gug`g{ Nfklfjxng& Mgo nfnogm ~gfd

    ajf~jege`gf ylmlf `jogyg kn`jfgo xjegdgn ylmlf `jmnkzygf -{ujj lb onbj.&

    5&5 Yulkz` Gdulnfkzx{un @jogyg

    @jogyg knczoz`n ylmlf `jmnkzygf/ `gujfg xj{ngy egdngf {gfgagf kgyg{ knagfbgg{`gf& Ezfdg

    `jogyg ajfdmgxno`gf fnug `jogyg ~gfd kgyg{ ajfdmgxno`gf dzog ajugm -dzog `jogyg.0 Kgdnfd ezgm

    `jogyg kgyg{ ajfdmgxno`gf `lyug/ anf~g` `jogyg/ xgf{gf/ kgf `jogyg yguz{ `junfd - kjxnhhg{jkhlhlfz{.0 Xgez{ `jogyg kgyg{ ajfdmgxno`gf hlnu bneju/ `jxj{/ xgyz/ ag{ugx/ kgf egmgf yjaezg{ xyunfd

    ejk0 [jayzuzfd `jogyg kgyg{ knagfbgg{`gf ajfcgkn gugfd {jayzuzfd/ `guelf g`{nb/ kgf `jugcnfgf

    {gfdgf0 Gnu `jogyg kgyg{ knagfbgg{`gf xjegdgn egmgf hz`g/ fg{g kj hlhl/ `jhgy/ kgf anfzagf

    ejujfjudn0 Eg{gfd `jogyg kgyg{ knagfbgg{`gf zf{z` egmgf egfdzfgf `jugfd`g g{gz g{gy0 Kgzf `jogyg

    kgyg{ ajfdmgxno`gf onkn zf{z` xgyz xju{g egugfd gf~gagf xjegdgn kj`lugxn0 G`gu `jogyg kgyg{

    knagfbgg{`gf xjegdgn egmgf yjtgufg kgf leg{!leg{gf -Cgagugf/ 599>.& Zxgmg yjfdlogmgf `jogyg xgg{

    nfn ~gfd egf~g` knog`z`gf kn Nfklfjxng xjegdngf ejxgu agxnm ajuzyg`gf yjfjugygf kgoga ejf{z`

    knrjuxnbn`gxn rju{n`go kgun kgdnfd ezgm `jogyg/ ajx`nyzf xjozuzm egdngf kgun {gfgagf nfn kgyg{ knlogm

    kgoga x`gog nfkzx{un zf{z` ajfdmgxno`gf yulkz` ~gfd ejuagfbgg{ egdn `jmnkzygf agx~gug`g{/ xjyju{n

    ~gfd kgyg{ knonmg{ ygkg ylmlf nfkzx{un `jogyg ygkg Dgaegu ;&

    Ezfdg `jogyg ~gfd ejoza aj`gu kgyg{ knxgkgy zf{z` ajfdmgxno`gf fnug `jogyg& Fnug nfn

    kndzfg`gf xjegdgn egmgf eg`z yulkz` dzog `jogyg/ xjognf n{z ezfdg `jogyg czdg kndzfg`gf zf{z`

    `jugcnfgf mngxgf knfknfd kgf kj`lugxn& Yjojygm `jogyg kgyg{ knezg{ xjegdgn `jugcnfgf/ xjyju{n {lyn kgf

    `nygx& Gnu `jogyg/ xjognf kgyg{ knanfza ogfdxzfd kgyg{ knlogm ajfcgkn xnuzy/ fg{g kj hlhl/ `jhgy/

    anfzagf nxl{lfn` kgf ognf!ognf&

    [jayzuzfd `jogyg kgyg{ knagfbgg{`gf ejuegdgn nfkzx{un xjyju{n gugfd kgf `guelf g`{nb ~gfd

    ejubzfdxn zf{z` ajfdgexluexn dgx xjognf xjegdgn egugfd `jugcnfgf/ gog{ uzagm {gfddg kgf egugfd!

    egugfd xjfn ognff~g/ xjyju{n n`g{ ynfddgfd/ djogfd/ xjfkl`/ gxeg`/ `gfhnfd kgf mngxgf knfknfd& Xgez{

    `jogyg kgyg{ kncgkn`gf xjegdgn egmgf eg`z gfj`g nfkzx{un/ xjyju{n `guyj{/ xn`g{/ egmgf yjfdnxn cl`

    aleno/ {gon kgf ognf!ognf& Xgez{ dgezx `jogyg kgyg{ knezg{ yl{ ezfdg& Xgez{ eju`guj{ enxg knezg{ eg{g`l

    kgf `gxzu& Yjagfbgg{gf xgez{ `jogyg ~gfd {nkg `gogm ajfgun` gkgogm xjegdgn hlhlyjg{~gn{z xgez{

    `jogyg ~gfd knlogm ajfcgkn ez{nugf!ez{nugf dgezx xgez{ `jogyg& Hlhlyjg{kgyg{ ajfgmgf `gfkzfdgf

    gnu kgf zfxzu `nang yzyz` xju{g kgyg{ ajfj{ugo`gf `jgxgagf {gfgm& @gujfg xnbg{ {juxjez{/ xjmnfddg

    hlhlyjg{ kgyg{ kndzfg`gf xjegdgn ajkng ~gfd egn` zf{z` yju{zaezmgf {gfgagf mlu{n`zo{zug kgf

    ajkng {gfgagf uzagm `ghg&

    Kgdnfd `jogyg kgyg{ knlogm `jaegon ajfcgkn kjxnhhg{jk hlhlfz{ ~gfd ajuzyg`gf yulkz`

    ygfdgf kgf engxg kndzfg`gf xjegdgn egmgf eg`z hll`njx/ eg`ju~/ kgf yulkz` hganogf ognff~g& Xjognf

    n{z kgdnfd `jogyg czdg kgyg{ knlogm ajfcgkn rnudnf hlhlfz{ lno -anf~g` `jogyg azufn. ~gfd ajanon`n

    `gfkzfdgf eju`mgxng{ kgoga mgo `jxjmg{gf/ `j`jegogf {zezm/ kgf yjf~jaezmgf ejuegdgn aghga

    yjf~g`n{ ~gfd knxjege`gf lojm {jukgyg{f~g `gfkzfdgf gxga ogzug{ ~gfd {nfddn kn kgoga anf~g`

    `jogyg azufn {juxjez{&

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    17/133

    @lyug knezg{ kgun egmgf eg`z kgdnfd ezgm `jogyg& Zf{z` ajayjulojm kgdnfd ezgm `jogyg

    engxgf~g kn{jayzm kjfdgf cgogf ajanxgm`gf xgez{ ~gfd ajuzyg`gf yjaezfd`zx kgdnfd ezgm `jogyg

    ygonfd ozgu ~gfd ajayzf~gn `j{jegogf :!79 ha& Kn kgoga xgez{ {jukgyg{ {jayzuzfd kjfdgf {jego 8!:

    aa& Kn kgoga {jayzuzfd {jukgyg{ kgdnfd ezgm ~gfd kngf{guf~g {jukgyg{ xjogyz{ {nynx ejutgufg

    hl`jog{/ knxjez{ {jx{g& Ygkg tg`{z kgdnfd ezgm kn`junfd`gf kgf knynxgm`gf kgun {jayzuzfdf~g ag`g{jx{g g`gf ajoj`g{ ygkg kgdnfd ezgm `jogyg& Kjfdgf ajfzuzf`gf `gkgu gnu kgdnfd ezgm `jogyg kgun

    `zugfd ojenm :9* `j :* kgyg{ knyjulojm `jnfdnfgf!`jnfdnfgf gf{gug ognf zf{z` ajfdgtj{`gf kgdnfd

    ezgm `jogyg {juxjez{/ ajfdzugfdn ejug{ -ajfcgkn :5* kgun elel{ gtgo./ kgf ajfd`lfxjf{ugxn`gf

    anf~g` -`gkgu anf~g` `lyug 2:!2=*/ kgdnfd ezgm `jogyg :;*. -Knucjfezf/ 5992.&

    Ajfzuz{ Blgoj -5998./ `jogyg kjfdgf `gkgu ojag` {nfddn kgf gxga ojag` ejegx ujfkgm

    gkgogm egmgf eg`z ~gfd egn` zf{z` nfkzx{un anf~g` `jogyg kgf `jogyg yguz{ `junfd -kjxnhhg{jk

    hlhlfz{.& Anf~g` `jogyg ajanon`n egf~g` `jdzfggf gf{gug ognf xjegdgn anf~g` agxg` kgf

    xmlu{jfnfd/ ol{nlf ugaez{ kgf egkgf/ zf{z` leg{ ojhj{ kgf `zon{ {jueg`gu/ egmgf yjaezg{ xgezf kgf

    kj{judjf/ yjaezg{gf RHL -Rnudnf Hlhlfz{ Lno./ kgf eguz!eguz nfn kndzfg`gf xjegdgn egmgf eg`gu

    yjfddgf{n xlogu ~gfd knxjez{ kjfdgf hlhlknjxjo g{gz enlknjxjo kgun anf~g` `jogyg&Anf~g` `jogyg ajfdgfkzfd xjf~gtg donxjunkg ~gfd {juxzxzf kgun donxjulo kgf gxga!gxga

    ojag`& Gxga!gxga ojag` cjfzm ~gfd ajf~zxzff~g gf{gug ognf gxga `gyunog{/ gxga ogzug{/ gxga

    anunx{g{/ gxga ygoan{g{/ kgf gxga x{jgug{& Gxga!gxga ojag` {nkg` cjfzm ~gn{z gxga ygoan{lojg{/ gxga

    lojg{/ kgf gxga onflojg{& Anf~g` `jogyg kgyg{ knlogm ogdn xjmnfddg kgyg{ ajfdmgxno`gf enljfjudn kgf

    yulkz`!yulkz` lojl`nang xjyju{n bg{{~ gohlmlo/ bg{{~ ghnk kgf aj{m~o jx{ju& Xjognf n{z czdg kgyg{

    kndzfg`gf xjegdgn egmgf zf{z` agudgunf/ jx `una/ egmgf yjozagx/ `jaegfd dzog/ xmgayll/ xgezf

    hzhn/ kgf anf~g` ugaez{& Anf~g` `jogyg `gxgu ajanon`n `jzfddzogf knegfknfd`gf kjfdgf HYL ~gfd

    {juoj{g` kgun mgxno yjaulxjxgf ~gn{z lojl`nang ajfcgkn gxga ojag` -bg{{~ ghnk./ go`lmlo ejuojag`

    -bg{{~ go`lmlo./ kgf donhjunf& Ygkg yjaezg{gf go`lmlo ejuojag` anxgof~g `gfkzfdgf ugf{gn ajfjfdgm

    m~kul hguelf ygkg Huzkj Hlhlfz{ Lno H!75 kgf H!7; ajfhgygn :;* xjkgfd`gf Huzkj Ygoa Lno

    mgf~g ajfhgygn 7*& Yulkz`!yulkz` nfnogm ~gfd ojenm ogfcz{ g`gf knlogm lojm nfkzx{un xgezf/ kj{jucjf/

    bguagxn/ `lxaj{n` kgf {j`x{no -Egogn Yjfjon{ngf kgf Yjfdjaegfdgf Nfkzx{un Xzogtjxn Z{gug/ 7>>>.&

    Gxga ogzug{ ~gfd {ju`gfkzfd kgoga anf~g` `jogyg ajayzf~gn yjugfgf yjf{nfd egdn

    `jxjmg{gf agfzxng& @laylfjf nfn ajayzf~gn `gkgu ~gfd {nfddnf~g xj{gug kjfdgf `laylfjf ~gfd

    gkg ygkg gnu xzxz nez -GXN. ~gn{z `zugfd ojenm :9*& Lojm `gujfg n{z xjag`nf {nfddn gxga ogzug{ ~gfd

    {ju`gfkzfd ygkg xzg{z anf~g` ejugu{n `gfkzfdgf {juxjez{ kgyg{ knxgag`gf kjfdgf yulkz` GXN

    -Xzonx{~l/ 599;.&

    Rnudnf Hlhlfz{ Lno -RHL. kn`jfgo xjegdgn yulkz` gdulnfkzx{un `jogyg ~gfd ajanon`n `mgxng{

    leg{!leg{gf& RHL ajfdgfkzfd gxga ogzug{ ~gfd {nfddn -:9* `j g{gx./ ~gn{z ojag` cjfzm kjfdgf

    ugf{gn `guelf H!75 ~gfd ogsna knxjez{ kjfdgf Ajknza Hmgnf Bg{{~ Ghnk -AHBG.& Alflogzunf

    ajuzyg`gf ejf{z` zegmgf kgun gxga ojag` kn kgoga {zezm agfzxng ejuzyg xjf~gtg alfldonxjunkg&Alflogzunf kgyg{ ajuzxg` ajaeugfj onynkg -ogynxgf yjaezfd`zx rnuzx. xjmnfddg rnuzx kgyg{

    ajfdgogan yjanxgmgf gf{gug ognf rnuzx MNR/ Mjurjx Xnayoj} Rnuzx!7 -MXR!7./ Rgxnhzogu X{lag{n{nx

    Rnuzx -RXR./ Rnxfg Rnuzx H~{lajdgolrnuzx -HAR./ kgf nfbozjfsg& Eg`{jun yg{mldjf ~gfd kgyg{

    knflf!g`{nb`gf lojm alflogzunf gkgogm Onx{jung alflh~{ldjfjx kgf Mjonlegh{ju y~olunk -eg`{jun

    yjf~jege xg`n{ aggd. xju{g yul{lslg xjyju{n Dngukng ozaeong -Bnbj/ 599;.&

    [j`floldn yjfdlogmgf `jogyg ygkg {nfd`g{ yj{gfn agxnm xgfdg{ xjkjumgfg& Ejejugyg ol`gxn

    gkg ~gfd {jogm ajayju`jfgo`gf {j`floldn ~gfd ojenm egn` ygkg {nfd`g{ yj{gfn xjmnfddg agayz

    ajfdmgxno`gf yulkz` ~gfd ajanon`n fnogn {gaegm ejxgu& Zazaf~g `lfknxn ygxgu ejoza ejuynmg`

    `jygkg yj{gfn& Agxgogm g`xjx/ gf{gug ognf nfbluagxn/ kgfg/ {j`floldn/ kgf ygxgu {juez`g ajf~jege`gf

    mgo nfn& Xjmnfddg fnogn {gaegm ~gfd ojenm ejxgu ~gfd xjmguzxf~g ajuj`g kgyg{`gf ejoza kgyg{

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    18/133

    knfn`ag{n yj{gfn& Nfkzx{un ~gfd ajfdlogm mgxno `jogyg xjegdngf ejxgu ajayulkz`xn kgoga ejf{z`

    anf~g` `jogyg `gxgu g{gz anf~g` dlujfd& Xjegdngf ejxgu x`gog zxgmg nfkzx{un yjfdlogm agxnm

    knklanfgxn lojm zxgmg `jhno kgf ajfjfdgm& Mgf~g xj`n{gu =* ~gfd ajuzyg`g nfkzx{un x`gog ejxgu

    -Cgagugf/ 599>.&

    #knlogm kgun Kj`nfkl -5979h. kgf Egon{egfd Yju{gfngf -5994.

    Dgaegu ;& Ylmlf Nfkzx{un @jogyg

    @jog g

    Eg{gf

    Xgez{ Eju`guj{

    Hlhlyjg{

    EgmgfEgfdzfgf

    Bzufn{zuj

    Xgez{ @jogyg

    Gugfd[jayzuzfd

    [jyzfd[jayzuzfd

    @guelf G`{nb

    Eun`j{ @jog g

    Gxg Hgnu

    Kgdnfd

    @jogyg

    @l ug

    Ezfd`no@lyug

    Anf~g`@jogyg

    Huzkj Hlhlfz{ Lno

    Uj nfjk Hlhlfz{ Lno

    Yg`gf [jufg`

    Kgdnfd @jogygYguz{

    Kjxnhhg{jk Hlhlfz{

    Hlhlfz{ Ano` gfk Yltkju

    Rnu nf Hlhlfz{ Lno

    Gnu

    Yjoj gm

    Onkn

    Mjogn Kgzf Egugf @jug nfgf

    Anfzagf kgun @jog g

    @jhg @jog g

    Gxga Hz`g

    Fg{g kj Hlhl

    Egugf @jug nfgf

    Egugf @jug nfgf

    Ezf g

    Ezgm@jogyg

    Kgzf

    Ezf g Z{zm

    Fnug

    Dzog @jog g

    Xnuz @jog g

    Egugf @jug nfgf

    @jhg @jog g

    Anf g` Dlujf

    Ajkng [zaezm [gfgagf

    Cl` @zuxn

    @guyj{

    G`gu

    Yjtgufg

    Leg{!

    leg{gf

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    19/133

    5&8 Yjagxgugf kgf Unxj{ Yjagxgugf

    Ajfzuz{ @l{oju -7>>4./ yjagxgugf gkgogm xzg{z yulxjx xlxngo kgf agfgcjungo ~gfd

    knkgogaf~g nfknrnkz kgf `jolayl` ajfkgyg{`gf gyg ~gfd ajuj`g ez{zm`gf kgf nfdnf`gf kjfdgf

    ajfhny{g`gf/ ajfgtgu`gf/ kgf ajayju{z`gu`gf yulkz` ~gfd ejufnogn kjfdgf ynmg` ognf& Yjfdju{ngf

    ognf {jf{gfd yjagxgugf knejun`gf lojm @guanfn -7>>>./ ~gn{z yjagxgugf ajuzyg`gf xzg{z `jdng{gf

    yl`l` ~gfd knog`z`gf lojm ygug yjfdzxgmg kgoga zxgmgf~g zf{z` ajayju{gmgf`gf `jogfdxzfdgf

    mnkzyf~g/ zf{z` yju`jaegfdgf kgf ajayjulojm ogeg&

    Ygkg zazaf~g kgoga `jdng{gf yjagxgugf/ yjuzxgmggf ejuzxgmg ajfdmgxno`gf ogeg kgun mgxno

    yjfczgogf egugfd kgf cgxg ~gfd knhny{g`gf zf{z` ajajfzmn `jez{zmgf `lfxzajf/ xjmnfddg {zdgx

    ajagcz`gf yjagxgugf gkgogm ajanonm kgf ajog`xgfg`gf `jdng{gf yjagxgugf ~gfd kgyg{ ajaegf{z

    kgoga yjfhgygngf {zczgf ludgfnxgxn -@guanfn/ 7>>>.&

    Ugfd`z{n -7>>4. ajfcjogx`gf ~gfd knag`xzk kjfdgf unxj{ yjagxgugf gkgogm `jdng{gf

    yjfjon{ngf kn enkgfd yjagxgugf ~gfd knog`z`gf xjhgug xnx{jag{nx azogn kgun yjuzazxgf agxgogm/

    {zczgf yjfjon{ngf/ yjfdzayzogf kg{g/ yjfdlogmgf kg{g/ kgf nf{juyuj{gxn mgxno yjfjon{ngf& Mgxno unxj{ nfn

    kgyg{ knyg`gn lojm ynmg` agfgcjajf kgoga ugfd`g nkjf{nbn`gxn agxgogm kgf yjfdgaenogf `jyz{zxgfxju{g yjuzazxgf x{ug{jdn zf{z` ajujez{ yjozgfd ygxgu&

    Unxj{ yjagxgugf ajfhg`zy xjazg g`{nbn{gx unxj{ ~gfd knog`xgfg`gf xjmzezfdgf kjfdgf

    agfgcjajf yjagxgugf& Unxj{ yjagxgugf ajonyz{n3

    7& Gfgonxnx ygxgu/ ~gn{z xzg{z x{zkn ajfdjfgn z`zugf/ ol`gxn/ xnbg{/ kgf `gug`{junx{n` ygxgu&5& Gfgonxnx yjfczgogf/ ajuzyg`gf xzg{z gfgonxnx ajfdjfgn kg{g!kg{g yjfczgogf&8& Unxj{ `lfxzajf/ ajuzyg`gf unxj{ ~gfd ejumzezfdgf kjfdgf yjfjazgf kgf gfgonxnx xn`gy/ ujg`xn/

    kgf jxz`ggf lfxzajf&

    ;& Unxj{ uj`ogaj/ xjegdgn dgf{n egdn agfgcjajf yjun`ogfgf&Yjfjf{zgf ujxylfkjf knog`z`gf kjfdgf hgug yjfgun`gf hlf{lm& Yjfgun`gf hlf{lm gkgogm

    xzg{z hgug zf{z` ajfdzayzo`gf kg{g ~gfd ejuxnbg{ {nkg` ajf~jozuzm/ ~gfd gu{nf~g {nkg` ajfhg`zyxjozuzm lecj` yjfjon{ngf/ {j{gyn mgf~g xjegdngf kgun ylyzogxn xgcg -Xzyugf{l/ 7>>:.&

    Ajfzuz{ @l{oju -7>>4./ yulxjkzu yjfgun`gf xgayjo gkg ~gfd ejuxnbg{ yulegenon{gx kgf flf

    yulegenon{gx& Yjfgun`gf xgayjo yulegenon{gx {juknun kgun {ndg cjfnx aj{lkj/ ~gn{z aj{lkj yjfgun`gf

    xgayjo ghg` xjkjumgfg/ yjfgun`gf xgayjo ghg` eju{nfd`g{/ kgf yjfgun`gf xgayjo hozx{ju -kgjugm.&

    Kjan`ngf czdg zf{z` yjfgun`gf xgayjo flf yulegenon{gx {juknun kgun {ndg cjfnx aj{lkj/ ~gn{z yjfgun`gf

    xgayjo `jazkgmgf -hlfrjfnjfhj xgayoj./ yjfgun`gf xgayjo yju{naegfdgf -czkdjajf{ xgayoj./ kgf

    yjfgun`gf xgayjo `zl{g -wzl{j xgayoj.&

    5&; Kjbnfnxn J`xylu kgf Yjagxgugf J`xylu

    Ajfzuz{ Ganu -599;./ j`xylu gkgogm `jdng{gf ajagxl` xzg{z `lalkn{n `j fjdgug ognf g{gz

    `jygkg lugfd gxnfd/ kjfdgf ajfdmgugy`gf yjaeg~gugf ajfddzfg`gf rgoz{g gxnfd/ kgf `gkgfd`gog

    {juyg`xg eju`lazfn`gxn kjfdgf egmgxg gxnfd& Xjkgfd`gf yjagxgugf j`xylu gkgogm yjfczgogf xzg{z

    `lalkn{n `j fjdgug ognf kjfdgf `lfknxn ~gfd xzkgm knxjxzgn`gf kjfdgf `jnfdnfgf kgf xjojug yjaejon

    kn ygxgu xgxgugf j`xylu& Kgoga yjfdju{ngf {juxjez{/ yjagxgugf j`xylu ajuzyg`gf yjagxgugf ~gfd

    ejulunjf{gxn ygkg xjojug yjogfddgf kgf `lfknxn onfd`zfdgf/ knagfg yjuzxgmggf ajayulkz`xn

    `lalkn{n xjxzgn kjfdgf `jnfdnfgf kgf xjojug yjaejon&

    [cnyclfl -599=. ajf~g{g`gf yjagxgugf nf{jufgxnlfgo gkgogm yjfjugygf `lfxjy/ yunfxny/

    g`{nrn{gx/ kgf yulxjx agfgcjajf yjagxgugf kgoga ugfd`g ajf~gozu`gf egugfd g{gz cgxg yjuzxgmggf

    `j `lfxzajf kn ejuegdgn fjdgug kjan {juhgygnf~g `jzf{zfdgf!`jzf{zfdgf {ju{jf{z& ^gfd

    ajaejkg`gff~g kjfdgf yjagxgugf klajx{n` mgf~gogm yjagxgu ajfdmgkgyn onfd`zfdgf ~gfd gxnfd/

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    20/133

    kjfdgf ylon{n`/ ujdzogxn/ ezkg~g/ yjuxgnfdgf/ kgf `lfxzajf xj{jayg{ ~gfd ejuejkg kjfdgf

    onfd`zfdgf {jayg{ {nfddgo yjagxgu ~gfd ejuxgfd`z{gf&

    Hg{jlug kgf Dugmga -5994. ajf~g{g`gf x{ug{jdn ajagxz`n ygxgu nf{jufgxnlfgo

    ajfddgaegu`gf gfgonxnx `gug`{junx{n` ygxgu -xjyju{n yl{jfxn yjfczgogf/ {nfd`g{ `jyjf{nfdgf x{ug{jdnx/

    `j`zg{gf xzaeju kg~g ol`go/ yjuejkggf ezkg~g/ kgf unf{gfdgf fjdgug. kgf `jagayzgf xju{g`gug`{junx{n` yjuzxgmggf {juagxz` {nfd`g{ yjfdj{gmzgf ajfkj`g{n ygxgu/ `j{juoneg{gf yjagxgugf/ kgf

    `lan{ajf ~gfd xngy kngaeno lojm agfgcjajf&

    Ganu -7>>>. ajf~g{g`gf j`xylu ajuzyg`gf `jdng{gf ajfdjozgu`gf egugfd!egugfd kgun

    agx~gug`g{ kgf ajfdnunaf~g `j ozgu fjdjun xjxzgn `j{jf{zgf yjajunf{gm kgf ajfdmgugy`gf

    yjaeg~gugf kgoga rgoz{g gxnfd& [zczgf knog`z`gf j`xylu gkgogm xjegdgn ejun`z{3

    7& Ajfgaegm ogeg yjuzxgmggf ajogozn yjuozgxgf ygxgu kgf ajayjulojm mgudg czgo ~gfd ojenm egn`-ly{nagonxgxn ogeg.&

    5& Ajaez`g ygfdxg ygxgu eguz kn ozgu fjdjun xjegdgn yjuozgxgf ygxgu klajx{nh -ajaez`g ygxguj`xylu.&

    8&

    Ajagfbgg{`gf jojenmgf `gygxn{gx {juygxgfd -nkoj hgyghn{~.&;& Ajaengxg`gf knun ejuxgnfd kgoga ygxgu nf{jufgxnlfgo/ xjmnfddg {juog{nm kgoga yjuxgnfdgf ~gfd

    `j{g{&

    Ynmg`!ynmg` ~gfd {juoneg{ kgoga yjukgdgfdgf ozgu fjdjun gkgogm xjegdgn ejun`z{3

    7& Naylu{nuYnmg` ~gfd ajaejon egugfd& Kgoga Oj{{ju lb Hujkn{-O,H. knxjez{ gyyonhgf{ghhlzf{ ygu{~ g{gz

    ghhlzf{jj/ ~gn{z ynmg` ~gfd ajalmlf yjaez`ggf O,H ygkg xzg{z egf`&

    5& J`xylu{nuYnmg` ~gfd ajfczgo egugfd -rjfklu.& Kn kgoga O,H knxjez{ xjegdgn ejfjbnhngu~/ ~gn{z ynmg`

    `jygkg xngyg O,H kn{juen{`gf&

    8&

    Egf`Yjfdmzezfd gf{gug j`xylu{nu!naylu{nu& Egf` ajuzyg`gf ynmg` xjegdgn yjfcganf yjaeg~gugf/

    yjaejun nfbl/ g{gz ynmg` ~gfd ajaeng~gn yjukgdgfdgf&

    ;& Yjuzxgmggf [ugfxylu{gxnYnmg` ~gfd ajaeju cgxg yjfdgfd`z{gf& @jdng{gf ~gfd knog`z`gf gf{gug ognf ajfjunag egugfd!

    egugfd kgun j`xylu{nu kgf ajfdgfd`z{f~g `j naylu{nu& Yjuzxgmggf {ugfxylu{gxn ajfdjozgu`gf

    kl`zajf {gfkg ez`{n/ anxgof~g yjuzxgmggf yjog~gugf ajfdjozgu`gf Enoo lb Olgknfd/ yjuzxgmggf

    yjfjuegfdgf ajfjuen{`gfGnutg~ Enoo -GTE.&

    :& Ejg Hz`gn g{gz YgejgfXzg{z nfx{gfxn ujxan yjajunf{gm ~gfd ajfdgtgxn egugfd!egugfd ~gfd `jozgu!agxz` kgjugm

    ygejgf kgf ajaejun`gf nsnf&

    2& Yjuzxgmggf GxzugfxnYjuzxgmggf ~gfd ajaejun`gf yjuonfkzfdgf {jumgkgy ujxn`l egugfd ~gfd kngfd`z{ kjfdgf

    ajfz{zyn gxzugfxn g{gx egugfd!egugfd xjxzgn x~gug{&

    4& Xzurj~luXzg{z egkgf ~gfd ajfjon{n `zgon{gx/ cjfnx/ czaogm/ mgudg/ egugfd/ kgf xjegdgnf~g g{gx yjuanf{ggf

    ynmg` ~gfd eju`jyjf{nfdgf&

    =& Kjygu{jajf Yjunfkzx{ungf kgf YjukgdgfdgfNfx{gfxn yjajunf{gm ~gfd ajfdg{zu {g{g fngdg yjukgdgfdgf kjfdgf `jdng{gf!`jdng{gf xjyju{n

    ajaejun`gf nsnf/ xju{g ajfj{gyn eg{gx egugfd!egugfd ~gfd enxg knj`xylu&

    -Ganu/ 7>>7.

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    21/133

    J`xylu kgyg{ ejuxnbg{ ogfdxzfd agzyzf {nkg` ogfdxzfd& Kjfdgf j`xylu ogfdxzfd - knujh{

    j}ylu{nfd./ yjuzxgmggf kgyg{ ajfczgo `jygkg `lfxzajf kn fjdgug ejuejkg& J`xylu ogfdxzfd

    ajuzyg`gf yjfkj`g{gf ygonfd zaza ~gfd kndzfg`gf yjuzxgmggf ~gfd ajfdgtgon ogfd`gm

    nf{jufgxnlfgo ajuj`g `gujfg unxn`l `juzdngf bnfgfxngo kgyg{ knanfnagonxgxn& @jegon`gff~g/ j`xylu

    {nkg` ogfdxzfd -nfknujh{ j}ylu{nfd. zazaf~g ejugu{n yjuzxgmggf ajfczgo `jygkg yjaejon -naylu{nug{gz knx{unez{lu. kn fjdgug gxgo/ ~gfd `jazkngf ajfdj`xyluf~g `jaegon -Hg{jlug kgf Dugmga/ 5994.&

    Ajfzuz{ [cnyclfl -599=./ j`xylu {nkg` ogfdxzfd kgyg{ ajfdmjag{ tg`{z kgf {jfgdg

    yjuzxgmggf yjfdxj`ylu/ fgazf yjuzxgmggf {juxjez{ {nkg` ajanon`n `jfkgon g{gx yjugf{gugf~g n{z&

    ^gfd ojenm ezuz` ogdn zazaf~g yjugf{gug!yjugf{gug xjyju{n nfn ez`gfogm yjagxgu ~gfd gdujxnb kgf

    engxgf~g {nkg` ajfdmgxno`gf rlozaj yjfczgogf ~gfd ejxgu& Xjkgfd`gf kjfdgf ajog`z`gf j`xylu

    xjhgug ogfdxzfd/ yjuzxgmggf kgyg{ ajayulalxn`gf yulkz` ojenm gdujxnb/ ajfddgugy ygxgu gxnfd

    xjhgug ojenm jbj`{nb/ kgf ojenm kgyg{ ajfdjfkgon`gf g`{nrn{gx yjfczgogff~g& Gkgyzf `jxzon{gf!

    `jxzon{gf ~gfd {naezo kgun x{ug{jdn nfn gkgogm ygxgu gxnfd azfd`nf {nkg` {juengxg kjfdgf yulkz` g{gz

    yug`{n`!yug`{n` yjagxgugf yjuzxgmggf& Xjognf n{z guagkg yjfczgo kgun kgoga fjdjun ~gfd kn`nuna `j

    ozgu fjdjun zazaf~g agxnm ajugxg gxnfd kjfdgf ygxgu ~gfd kndgugyf~g&

    5&: X{ug{jdn Yjagxgugf

    Ajfzuz{ @l{oju -7>>4./ x{ug{jdn yjagxgugf gkgogm xzg{z yjan`nugf {jf{gfd yjagxgugf zf{z`

    ajfkj`g{`gf xg{zgf!xg{zgf enxfnx `jygkg xgxgugff~g& X{ug{jdn yjagxgugf {juknun kgun yjfdgaenogf

    `jyz{zxgf kgoga gfddgugf yjagxgugf/ agu`j{nfd an} xju{g gol`gxn yjagxgugf kgoga mzezfdgff~g

    kjfdgf `lfknxn `layj{n{nb kgf onfd`zfdgf ~gfd knnfdnf`gf&

    X{ug{jdn yjagxgugf xzg{z yjuzxgmggf mguzx knxjxzgn`gf {nkg` mgf~g ygkg xgxgugf `lfxzajf

    {j{gyn czdg ygug yjxgnfd ~gfd ajfdnfhgu xgxgugf `lfxzajf ~gfd xgag& X{ug{jdn zf{z` xj{ngy

    yjuzxgmggf xju{g xzaeju kg~g ~gfd knanon`nf~g& X{ug{jdn yjagxgugf g`gf ajfjf{z`gf ogeg g{gz

    `jzf{zfdgf ~gfd g`gf knugnm yjuzxgmggf -@l{oju/ 7>>4.&

    X{ug{jdn yjagxgugf ajayzf~gn {zczgf zf{z` kgyg{ mnkzy kgf eju`jaegfd& [zczgf {juxjez{

    mgf~g kgyg{ knhgygn ajogozn zxgmg ajayju{gmgf`gf kgf ajfnfd`g{`gf yjfczgogf& Ajogozn zxgmg

    ajfhgun kgf ajaez`g ogfddgfgf xju{g zxgmg ajfdzgxgn ygxgu& [zczgf nfn mgf~g kgyg{ knhgygn gygenog

    egdngf yjagxgugf yjuzxgmggf ajog`z`gf x{ug{jdn ~gfd agf{gy zf{z` kgyg{ ajfddzfg`gf `jxjayg{gf

    g{gz yjozgfd ~gfd gkg kgoga yjagxgugf/ xjmnfddg ylxnxn g{gz `jkzkz`gf yjuzxgmggf kn ygxgu kgyg{

    knyju{gmgf`gf xju{g kn{nfd`g{`gf& X{ug{jdn yjagxgugf gkgogm xjugfd`gngf {zczgf kgf xgxgugf/ `jencg`gf

    kgf g{zugf ~gfd ajaejun`gf gugm `jygkg agxnfd!agxnfd {nfd`g{gf kgf ghzgf xju{g gol`gxnf~g/

    {juz{gag xjegdgn {gfddgygf yjuzxgmggf kgoga ajfdmgkgyn onfd`zfdgf kgf `jgkggf yjuxgnfdgf ~gfd

    xjogoz ejuzegm -Gxxgzun/ 5994.&

    [cnyclfl -599=. ajf~g{g`gf kgoga yjugfgf x{ug{jdnxf~g/ yjagxgugf ajfhg`zy xj{ngy zxgmg

    zf{z` ajfhgygn `jxjxzgngf gf{gug yjuzxgmggf kjfdgf onfd`zfdgff~g kgoga ugfd`g ajfhgun

    yjajhgmgf g{gx agxgogm yjfjf{zgf kzg yju{naegfdgf yl`l`& Yju{gag/ enxfnx gyg ~gfd kndjoz{n

    yjuzxgmggf ygkg xgg{ nfn kgf cjfnx enxfnx gyg ~gfd kgyg{ knagxz`n kn agxg ajfkg{gfd& @jkzg/

    egdgnagfg enxfnx ~gfd {jogm knynonm {juxjez{ kgyg{ kncgogf`gf kjfdgf xz`xjx kgoga onfd`zfdgf ~gfd

    `layj{n{nb g{gx kgxgu yjuxyj`{nb yulkz`/ mgudg/ yulalxn/ kgf knx{unezxn -egzugf yjagxgugf. zf{z`

    ajog~gfn ygxgu xgxgugf& Kgoga `lf{j`x yjf~zxzfgf x{ug{jdn/ yjagxgugf ajanon`n kzg knajfxn/ ~gn{z

    knajfxn xgg{ nfn kgf knajfxn agxg ~gfd g`gf kg{gfd& Knajfxn xgg{ nfn eju`gn{gf kjfdgf mzezfdgf

    ~gfd {jogm gkg gf{gug yjuzxgmggf kjfdgf onfd`zfdgff~g& Xjkgfd`gf knajfxn agxg ~gfd g`gf kg{gfd

    ajfhg`zy mzezfdgf kn agxg ~gfd g`gf kg{gfd ~gfd knmgugy`gf g`gf kgyg{ {jucgonf kgf yulduga

    {nfkg`gf ~gfd knyjuoz`gf zf{z` ajfhgygn {zczgf {juxjez{&

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    22/133

    Ajfzuz{ Ylu{ju -5994./ ajaegfdzf x{ug{jdn yjagxgugf ajuzyg`gf zxgmg ajuzazx`gf

    bluazog ajfdjfgn xzg{z `layj{nxn enxfnx/ {gudj{ ~gfd xjmguzxf~g knhgygn kgf `jencg`xgfggf ~gfd

    knez{zm`gf zf{z` ajfhgygn {gudj{ {juxjez{& [jukgyg{ jayg{ `zfhn z{gag ~gfd yjuoz knyju{naegfd`gf

    lojm xzg{z yjuzxgmggf kgoga ajfjf{z`gf x{ug{jdn yjuxgnfdgf ajfhgygn `jxz`xjxgf/ ~gn{z3 -7.

    `j`zg{gf kgf `jojagmgf yjuzxgmggf/ -5. fnogn XKA xjegdgn yjog`xgfg `zfhn/ -8. yjozgfd kgfmgaeg{gf kgoga nfkzx{un kgf -;. agx~gug`g{ kgf xlxngo&

    5&2 Egzugf Yjagxgugf-Agu`j{nfd An}.

    Egzugf yjagxgugf g{gz agu`j{nfd an} ajuzyg`gf xjczaogm rgungejo yjagxgugf ~gfd

    {ju`lf{ulo lojm yjuzxgmggf kgf kgyg{ kndzfg`gf lojm yjuzxgmggf zf{z` ajfhgygn {gudj{ ygxgu ~gfd

    {jogm kn{j{gy`gf kgf ajaejun`gf `jyzgxgf `lfxzajf -Mzxfgf kgf Xztguxlfl/ 5999.& Egzugf

    yjagxgugf -agu`j{nfd an}. knejkg`gf kgoga jayg{ `laylfjf z{gag ~gfd ogsna knxjez{ ;Y ~g`fn 3

    g& Yulkz`-yulkzh{.e& Xgozugf knx{unezxn -yoghj.h& Yulalxn -yulal{nlf.k& Mgudg -yunhj.

    Jayg{ `laylfjf z{gag {juxjez{ ajayjfdguzmn xg{z xgag ognf/ xjmnfddg xjazgf~g yjf{nfd

    xjegdgn xg{z `jxg{zgf x{ug{jdn egzugf yjagxgugf xjegdgn xjyjugfd`g{ gog{ yjagxgugf ~gfd kndzfg`gf

    zf{z` ajfhgygn {zczgf kgoga ygxgu xgxgugf -@l{oju/ 7>>4.&

    Yulkz` kngu{n`gf xjegdgn xjdgog xjxzg{z ~gfd kn{gtgu`gf `jygkg ygxgu zf{z` knyjumg{n`gf/

    knanon`n/ kndzfg`gf g{gz kn`lfxzaxn xjmnfddg ajazgx`gf `jnfdnfgf g{gz `jez{zmgf -@l{oju kgf

    Gax{ulfd/ 7>>4.& Xjkgfd`gf x{ug{jdn yulkz` gkgogm egdgnagfg ajfj{gy`gf hgug kgf yjf~jknggf

    yulkz` ~gfd {jyg{ egdn ygxgu ~gfd kn{zcz& X{ug{jdn yulkz` ajfhg`zy `jyz{zxgf ajfdjfgn az{z/

    yjfdjagxgf/ yjog~gfgf/ hnun `mgx/ fgag ajuj`/ cganfgf kgf ognf!ognf -@l{oju/ 7>>4.&

    Mgudg gkgogm xjczaogm fnogn ~gfd knez{zm`gf zf{z` ajfkgyg{ xjczaogm `laenfgxn kgun

    egugfd ejxju{g yjog~gfgff~g -@l{oju/ 7>>4.& Xjajf{gug n{z/ [cnyclfl -599=. ajf~g{g`gf/ kgun xzkz{

    ygfkgfd `lfxzajf mgudg xjunfd`gon kndzfg`gf xjegdgn nfkn`g{lu fnogn enogagfg mgudg {juxjez{

    knmzezfd`gf kjfdgf agfbgg{ ~gfd knugxg`gf g{gx xzg{z egugfd g{gz cgxg& Enog agfbgg{ ~gfd knugxg`gf

    `lfxzajf ajfnfd`g{/ ag`g fnognf~g g`gf ajfnfd`g{&

    X{ug{jdn mgudg ajonyz{n ejuegdgn gxyj` ~gn{z eng~g yulkz`xn/ ogeg zxgmg kgf {nfd`g{ `layj{nxn

    -X{gf{lf kgf Ogagu{l/ 7>>;.& [zczgf kgun x{ug{jdn mgudg gkgogm ajfhgygn `jxjnaegfdgf gf{gug ogeg

    zxgmg kjfdgf {nfd`g{ `jyzgxgf yjogfddgf/ knxgaynfd {zczgf zf{z` ajag`xnaza`gf ogeg/

    ajayjulojm ygfdxg ygxgu {ju{jf{z kgf ajfhgygn {nfd`g{ yjfczgogf ~gfd xjxzgn kjfdgf yjujfhgfggf&

    X{ug{jdn yjfj{gygf mgudg {judgf{zfd `jygkg {zczgf yjuzxgmggf/ ~gn{z yjfnfd`g{gf mgudg zf{z`

    yjfnfd`g{gf yjfczgogf/ yjfj{gygf mgudg ajfdmgkgyn `layj{n{lu g{gz yjfj{gygf mgudg zf{z`

    ajfdghgz`gf ygxgu -@l{oju/ 7>>4.&

    Xgozugf knx{unezxn gkgogm xjyjugfd`g{ ojaegdg ~gfd ajog`z`gf xjazg `jdng{gf ~gfd

    kndzfg`gf zf{z` ajf~gozu`gf yulkz` kgf x{g{zx `jyjanon`gf kgun {n{n` yulkz`xn xgaygn `j {n{n`

    `lfxzaxn -X{gf{lf kgf Ogagu{l/ 7>>;.& X{ug{jdn knx{unezxn eju`gn{gf kjfdgf yjanonmgf xgozugf ~gfd

    g`gf kndzfg`gf kgoga ajfhgygn yjogfddgf& Xgozugf knx{unezxn ~gfd knynonm kgyg{ ejuzyg knx{unezxn

    ogfdxzfd/ {g` ogfdxzfd g{gz `laenfgxn `jkzgf~g& Yjanonmgf kgun x{ug{jdn {judgf{zfd ygkg `gug`{junx{n`

    yulkz`/ yjunog`z `lfxzajf/ `jagyzgf yjfczgogf/ xju{g {g{g oj{g` ygxgu xgxgugf xjmnfddg kgyg{ knynonm

    xgozugf knx{unezxn ~gfd jbj`{nb -@l{oju/ 7>>4.&

    Yulalxn gkgogm guzx nfbluagxn g{gz yjuxzgxn xg{z gugm ~gfd knezg{ zf{z` ajf~gaygn`gf

    ylxnxn yulkz` `jygkg `lfxzajf g{gz ajfdgugm`gf xjxjlugfd g{gz ludgfnxgxn `jygkg {nfkg`gf ~gfd

    ajfhny{g`gf yju{z`gugf kgoga yjagxgugf& Ajogozn `jdng{gf yulalxn knmgugy`gf yjuzxgmggf kgyg{

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    23/133

    ajfnfd`g{`gf yjfczgogf xju{g ojenm ajfnfd`g{`gf `j{ju`jfgogf xzg{z yulkz`& Xug{jdn yulalxn

    ajuzyg`gf ynonmgf {jumgkgy xgugfg yulalxn xjyju{n gkrju{nxnfd/ yjfczgogf yjulugfdgf -yjuxlfgo

    xjoonfd./ yulalxn yjfczgogf -xgojx yulal{nlf./ mzezfdgf agx~gug`g{ -yzeonhn{~. kgf yjagxgugf

    ogfdxzfd -knujh{ agu`j{nfd. -@l{oju/ 7>>4.&

    5&4Gfgonxnx Onfd`zfdgf Enxfnx

    Onfd`zfdgf enxfnx kgyg{ knegdn g{gx kzg onfd`zfdgf/ ~gn{z onfd`zfdgf j`x{jufgo kgf nf{jufgo&

    Onfd`zfdgf j`x{jufgo knegdn `j kgoga kzg `g{jdlun/ ~gn{z 3 onfd`zfdgf cgzm kgf onfd`zfdgf nfkzx{un/

    xjajf{gug n{z/ onfd`zfdgf nf{jufgo ajuzyg`gf gxyj`!gxyj` ~gfd gkg kn kgoga yjuzxgmggf&

    5&4&7 Gfgonxnx Onfd`zfdgf Nf{jufgo

    Ajfzuz{ Kgrnk -599>./ xjhgug {ugknxnlfgo gxyj`!gxyj` onfd`zfdgf nf{jufgo

    yjuzxgmggf ~gfd mjfkg` kngag{n kgyg{ knonmg{ kgun yjfkj`g{gf bzfdxnlfgo& Ygkg yjfkj`g{gf

    nfn/ yjfd`g{jdlungf gfgonxnx nf{jufgo xjunfd kngugm`gf ygkg ygxgu kgf yjagxgugf/ `lfknxn

    `jzgfdgf kgf g`zf{nfd/ yulkz`xn/ xzaeju kg~g agfzxng/ kgf xnx{ja nfbluagxn agfgcjajf&

    g& Ygxgu kgf YjagxgugfGdgu ylxnxn yulkz` kn ygxgu xjxzgn kjfdgf mgugygf/ bg`{lu!bg`{lu ~gfd yjuoz

    knyjumg{n`gf gf{gug ognf gkgogm 3 ygfdxg ygxgu/ yjog~gfgf yzufg czgo/ `jyjanon`gf/ nfbluagxn

    {jf{gfd ygxgu/ yjfdjfkgongf knx{unez{lu/ `lfknxn xg{zgf `jucg yjagxgugf/ `jdng{gf yulalxn/

    mgudg czgo yulkz`/ `lan{ajf agfgcjajf yzfhg`/ ol~gon{gx yjogfddgf/ kgf `jencg`gf yulkz`

    eguz&

    e& @jzgfdgf kgf G`zf{gfxnKgfg knez{zm`gf kgoga lyjugxnlfgo yjuzxgmggf& Lojm `gujfg n{z/ bg`{lu!bg`{lu ~gfd

    yjuoz knyjumn{zfd`gf gkgogm3 `jagayzgf yjuzxgmggf ajazyz` alkgo cgfd`g yjfkj` kgf

    cgfd`g ygfcgfd/ ejegf ~gfd mguzx knyn`zo xjegdgn zyg~g ajayjulojm alkgo {gaegmgf/

    mzezfdgf egn` kjfdgf yjfgfga alkgo kgf yjajdgfd xgmga/ yjfdjologgf `jzgfdgf/x{uz`{zu alkgo `jucg mgudg czgo yulkz` yjagf{gzgf yjf~jege nfjbnxnjfxn kgf xnx{ja g`zf{nfd

    ~gfd gfkgo&

    h& @jdng{gf Yulkz`xn!Lyjugxn@jdng{gf yulkz xn!lyjugxn yjuzxgmggf ygonfd {nkg` kgyg{ knonmg{ kgun `j{jdzmgf

    kgoga yunfxny jbjxnjfxn/ jbj`{nrn{gx/ kgf yulkz`{nbn{gx& Lojm `gujfgf~g/ bg`{lu!bg`{lu ~gfd

    yjuoz knyjumg{n`gf gkgogm mzezfdgf ~gfd egn` kjfdgf yjagxl`/ xnx{ja oldnx{n` ~gfd gfkgo/

    ol`gxn bgxnon{gx ~gfd {jyg{/ ludgfnxgxn ~gfd ajanon`n `jxg{zgf xnx{ja ~gfd ezog{/

    yjaeng~ggf/ yjfkj`g{gf nflrg{nb kgf yulg`{nb/ `jazfd`nfgf {jucgknf~g {julelxgf kgoga

    yulxjx yulkz`xn/ kgf yjfdjfkgongf az{z&

    k& Xzaeju Kg~g AgfzxngAgfzxng ajuzyg`gf xzaeju kg~g {juyjf{nfd egdn yjuzxgmggf& Lojm `gujfg n{z

    agfgcju yjuoz ejuzyg~g gdgu {jutzczk yjunog`z ylxn{nb kn `gogfdgf `gu~gtggf yjuzxgmggf&

    Ejuegdgn bg`{lu ~gfd yjuoz knyjumg{n`gf gkgogm3 ogfd`gm!ogfd`gm ~gfd cjogx ajfdjfgn

    agfgcjajf XKA/ `j{jugaynogf kgf al{nrgxn `jucg/ yulkz`{nrn{gx/ kgf xnx{ja naegogf&

    j& Yjfjon{ngf kgf YjfdjaegfdgfAnxn kgxgu kgun yjfjon{ngf kgf yjfdjaegfdgf ajfhg`zy kgoga ajfkz`zfd enxfnx

    xgg{ nfn/ ajaegf{z yjozfhzugf enxfnx eguz/ yjfdjaegfdgf yulkz` eguz/ ajayjuegn`n

    `zgon{gx yulkz`/ ajayjuegn`n jbjxnjfxn yulkz`xn/ kgf ajayjukgoga g{gz ajayjuozgx

    `jagayzgf {j`floldn yjuzxgmggf&

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    24/133

    b& Xnx{ja Nfbluagxn AgfgcjajfNfbluagxn ajfdmzezfd`gf xjazg enxfnx ajfcgkn xg{z kgf ajfcgkn kgxgu zf{z`

    xjazg `jyz{zxgf agfgcjungo& Nfbluagxn ajfzfcz``gf xzaeju z{gag kgun `j`zg{gf g{gz

    `jojagmgf `layj{n{nb agfgcjajf& @jdzfggf xnx{ja nfbluagxn agfgcjajf gkgogm zf{z`

    ajayjuegn`n `nfjucg xzg{z yjuzxgmggf kjfdgf ajayjuegn`n `zgon{gx `jyz{zxgf agfgcjungo&Xnx{ja nfbluagxn ~gfd jbj`{nb gkgogm ajfdzayzo`gf/ ajaejun xnaelo g{gz `lkj/

    ajf~naygf/ ajfxnf{j{nx/ kgf ajf~gcn`gf nfbluagxn kgoga ejf{z` ~gfd kgyg{ ajfcgtge

    yju{gf~ggf yjf{nfd lyjugxn kgf x{ug{jdnx&

    5&4&5 Gfgonxnx Onfd`zfdgf J`x{jufgo

    7& Onfd`zfdgf Cgzm

    g& Bg`{lu Ylon{n`

    Gugm/ `jencg`gf/ kgf x{genon{gx ylon{n` yjajunf{gm ajfcgkn bg`{lu yjf{nfd egdn ygug

    yjfdzxgmg zf{z` ejuzxgmg& Xn{zgxn ylon{n` ~gfd {nkg` `lfkzxnb g`gf ejukgayg` fjdg{nb egdn

    kzfng zxgmg/ ejdn{z yzog xjegon`f~g& Ejejugyg mgo z{gag ~gfd yjuoz knyjumg{n`gf kgun bg`{lu

    ylon{n` gdgu enxfnx kgyg{ eju`jaegfd kjfdgf egn`/ gkgogm3 zfkgfd!zfkgfd {jf{gfd

    onfd`zfdgf kgf yjuezuzmgf/ yjug{zugf {jf{gfd yjukgdgfdgf ozgu fjdjun/ x{genon{gx

    yjajunf{gmgf/ yjug{zugf {jf{gfd `jgagfgf kgf `jxjmg{gf `jucg/ kgf xnx{ja yjuygcg`gf&

    e& Bg`{lu J`lflan

    @lfknxn j`lflan xzg{z kgjugm g{gz fjdgug kgyg{ ajayjfdguzmn n`ona ejuenxfnx

    xzg{z yjuzxgmggf& Xjag`nf ezuz` `lfknxn j`lflan/ xjag`nf ezuz` yzog n`ona ejuenxfnx&

    Ejejugyg bg`{lu `zfhn ~gfd yjuoz knyjumg{n`gf kgoga ajfdgfgonxnx j`lflan xzg{z kgjugm

    g{gz fjdgug gkgogm3 xn`ozx enxfnx/ `j{juxjknggf jfjudn/ nfbogxn/ xz`z ezfdg/ nfrjx{gxn/ mgudg!

    mgudg yulkz` kgf cgxg/ yulkz`{nbn{gx kgf {jfgdg `jucg&

    h& Bg`{lu Xlxngo

    @lfknxn xlxngo agx~gug`g{ ajagfd ejuzegm!zegm& Mjfkg`f~g yjuzegmgf xlxngo~gfd {jucgkn ~gfd ajayjfdguzmn yjuzxgmggf kgyg{ kngf{nxnygxn lojm yjuzxgmggf& @lfknxn

    xlxngo ajonyz{n xn`gy/ dg~g mnkzy/ gkg{!nx{ngkg{/ kgf `jengxggf kgun lugfd!lugfd kn onfd`zfdgf

    j`x{jufgo yjuzxgmggf/ `lfknxn `zo{zugo/ j`loldnx/ kjaldugbnx/ ujondnzx/ yjfknkn`gf kgf j{fnx

    -Yzutgf{l/ 5992.&

    k& Bg`{lu [j`floldn

    [j`floldn {nkg` mgf~g ajfhg`zy yjfjazgf!yjfjazgf ~gfd eguz xgcg/ {j{gyn czdg

    ajonyz{n hgug!hgug yjog`xgfggf g{gz aj{lkj!aj{lkj eguz kgoga ajfdjucg`gf xzg{z

    yj`jucggf/ ~gfd gu{nf~g ajaejun`gf xzg{z dgaegugf ~gfd ozgx/ ~gfd ajonyz{n3 ajfkjxgnf/

    ajfdmgxno`gf/ kgf ajfknx{unezxn`gf -Yzutgf{l/ 5992.&

    5& Onfd`zfdgf Nfkzx{un

    Ajfzuz{ Ylu{ju -5994./ mg`n`g{ yjuxgnfdgf xzg{z nfkzx{un kgyg{ knonmg{ xjegdgn

    `laenfgxn g{gx onag `j`zg{gf ~gn{z yjuxgnfdgf gf{gu yjuzxgmggf xjcjfnx/ `jazfd`nfgf

    agxz`f~g yjxgnfd eguz/ yl{jfxn yjfdjaegfdgf yulkz` xzex{n{zxn/ `j`zg{gf {gtgu!ajfgtgu

    yjfczgo g{gz yjagxl`/ `j`zg{gf {gtgu!ajfgtgu yjaejon g{gz `lfxzajf&

    @j`zg{gf ~gfd ajayjfdguzmn yjuxgnfdgf nfkzx{un3

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    25/133

    Dgaegu :& @j`zg{gf ~gfd Ajayjfdguzmn Yjuxgnfdgf Nfkzx{un-Ylu{ju/ 5994.

    g& Yjuxgnfdgf kn gf{gug yjuzxgmggf xjcjfnxYjuxgnfdgf gf{gu yjuzxgmggf xjcjfnx engxgf~g ajuzyg`gf `j`zg{gf {juejxgu kgoga

    onag `j`zg{gf `layj{n{nb& X{ug{jdn ~gfd kncgogf`gf yjuzxgmggf kgyg{ ejumgxno mgf~g cn`g

    ajuj`g ajaejun`gf `jzfddzogf `layj{n{nb knegfknfd x{ug{jdn ~gfd kncgogf`gf yjuzxgmggf

    yjxgnfd& [nfd`g{ yjuxgnfdgf n{z knyjfdguzmn ejejugyg bg`{lu/ ~gn{z czaogm `layj{n{lu/

    {nfd`g{ yju{zaezmgf nfkzx{un/ `gug`{junx{n` yulkz`/ eng~g {j{gy ~gfd ejxgu/ `gygxn{gx/ kgf

    mgaeg{gf jozgu&

    e& @jazfd`nfgf agxz`f~g yjfkg{gfd eguzAgxz`f~g yjuzxgmggf xjegdgn yjfkg{gfd eguz g`gf ajfnaezo`gf xjczaogm

    nayon`gxn egdn yjuzxgmggf ~gfd xzkgm gkg/ anxgof~g `gygxn{gx ajfcgkn eju{gaegm/ {jucgknf~g

    yjujez{gf ygfdxg ygxgu/ xju{g yjujez{gf xzaeju kg~g yulkz`xn ~gfd {jueg{gx& [zdgx

    yjf~zxzf x{ug{jdn gkgogm ajfdnkjf{nbn`gxn yjuzxgmggf ~gfd ejuyl{jfxn agxz` `j ygxgu/ajalfn{lu x{ug{jdn yjxgnfd eguz/ ajaezg{ xjugfdgf egogxgf cn`g knez{zm`gf/ xju{g

    ajagfbgg{`gf `j`zg{gf kgf yjozgfd ~gfd gkg xgg{ nfn& Azkgm {nkg`f~g yjxgnfd agxz` `j

    kgoga nfkzx{un {ju{jf{z/ {judgf{zfd kgun mgaeg{gf ~gfd knanon`n nfkzx{un {juxjez{&

    h& Yl{jfxn yjfdjaegfdgf yulkz` xzex{n{zxn

    Gfhgagf yulkz` xzex{n{zxn `zg{ enogagfg `lfxzajf knmgkgy`gf ygkg xtn{hmnfd

    hlx{ ~gfd xjkn`n{ kgf cn`g yulkz` xzex{n{zxn n{z ajayzf~gn mgudg ~gfd ojenm azugm g{gz

    `zgon{gxf~g xgag/ egm`gf ojenm {nfddn kgun yulkz`!yulkz` xzg{z nfkzx{un&

    k& @j`zg{gf {gtgu!ajfgtgu yjagxl` g{gz yjfczgo

    Yjagxl` kgyg{ ajayjfdguzmn nfkzx{un ojtg{ `jagayzgf ajuj`g ajfgn``gf mgudg

    g{gz yjfdzugfdgf `zgon{gx yulkz` g{gz xjurnx& Yjagxl` ajfcgkn `zg{ gygenog ejejugyg

    Yjagxl`

    Yjfkg{gfd eguz

    Yjuxgnfdgf kn`gogfdgf gfddl{g

    nfkzx{un

    Yjuxgnfdgfkngf{gug

    yjuzxgmggf ~gfdxzkgm gkg

    Xzex{n{zxn

    Yjaejon

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    26/133

    `lfknxn ejun`z{ {juyjfzmn/ ~gn{z 3 czaogm yjagxl` xjkn`n{/ yulkz` g{gz xjurnx ~gfd gkg gkgogm

    zfn` kgf agayz ajfhny{g`gf xtn{hmnfd hlx{~gfd ejxgu/ {nkg` {juxjkng yulkz` xzex{n{zxn/ kgf

    yjagxl` agayz ajog`z`gf nf{jdugxn `j kjygf kgf ajfdlogm yulkz` ~gfd knmgxno`gf

    ajfcgkn yulkz` ~gfd xgag ~gfd knmgxno`gf yjuzxgmggf&

    j& @j`zg{gf {gtgu!ajfgtgu yjaejon g{gz `lfxzajfAjfzuz{ Zagu -7>>4./ ejejugyg `lfknxn ~gfd azfd`nf knmgkgyn yjuzxgmggf

    xjmzezfdgf kjfdgf gkgf~g `j`zg{gf yjaejon gf{gug ognf gkgogm yjaejon agayz

    ajayulkz`xn yulkz` ~gfd knyjuoz`gf/ xnbg{ yulkz` {nkg` {juknbjujfxngxn kgf egf~g`

    yjagxl`/ xtn{hmnfd hlx{ yjagxl` gkgogm `jhno/ yjaejon ajayzf~gn {nfd`g{ yulbn{genon{gx

    ~gfd ujfkgm/ xjmnfddg xjfxn{nb {jumgkgy mgudg kgf knbjujfxngxn xjurnx/ kgf yulkz` yjuzxgmggf

    {nkg` {juogoz yjf{nfd egdn yjaejon/ xjmnfddg yjaejon kjfdgf azkgm ajfhgun xzex{n{zxnf~g&

    5&= Aj{lkj Yjuegfknfdgf J`xylfjfxngo -AYJ.

    Aj{lkj Yjuegfknfdgf J`xylfjfxngo -AYJ. ajuzyg`gf xgogm xg{z aj{lkj zf{z` ajfjf{z`gf

    zuz{gf yunlun{gx go{jufg{nb `jyz{zxgf kjfdgf `un{jung cgag`& Kgoga ajfddzfg`gf AYJ gkg ejejugyg

    {gmgygf ~gfd mguzx knog`z`gf ~gn{z3 ajf~zxzf go{jufg{nb!go{jufg{nb `jyz{zxgf ~gfd g`gf knynonm/

    ajfjf{z`gf `un{jung g{gz yjuegfknfdgf `un{jung `jyz{zxgf ~gfd yjf{nfd zf{z` knjrgozgxn/ ajfjf{z`gf

    {nfd`g{ `jyjf{nfdgf kgun xj{ngy `un{jung `jyz{zxgf g{gz yju{naegfdgf `un{jung/ ajog`z`gf yjfnogngf

    {jumgkgy xjazg go{jufg{nb ygkg xj{ngy `un{jung/ ajfdmn{zfd x`lu g{gz fnogn {l{go xj{ngy go{jufg{nb/ kgf

    ajfjf{z`gf zuz{gf yunlun{gx `jyz{zxgf knkgxgu`gf ygkg x`lu g{gz fnogn {l{go agxnfd!agxnfd go{jufg{nb

    -Agunanf/ 599;.&

    5&>Gfgo~{nhgo Mnjuguhm~ Yulhjxx -GMY.

    Ajfzuz{ Xgg{~ -7>>8./ aj{lkj Gfgo~n{nhgo Mnjuguhm~ Yulhjxx -GMY. gkgogm hgug

    ajfdgfgonxnx xn{zgxn ~gfd uzan{ kgf {nkg` {jux{uz`{zu/ ajfdg{zu egdngf!egdngf `jkgogagf xzg{z

    mnugu`n/ ajaejun fnogn fzajun` ygkg yju{naegfdgf xzecj`{nb {jf{gfd ujog{nb yjf{nfdf~g xj{ngy rgungejo/ajfxnf{jxnx ejuegdgn `un{jung ~gfd gkg dzfg ajfj{gy`gf go{jufg{nb g{gz ynonmgf ~gfd ajanon`n {nfd`g{

    yunlun{gx ygonfd {nfddn xju{g eju{nfkg` zf{z` ajayjfdguzmn mgxno ygkg xn{zgxn {juxjez{&

    Yunfxny `jucg GMY gkgogm yjf~jkjumgfggf xzg{z yjuxlgogf `layoj`x ~gfd {nkg` {jux{uz`{zu/

    x{ug{jcn`/ kgf knfgan` ajfcgkn egdngf!egdngff~g/ xju{g ajfg{g xzg{z mnugu`n& @jazkngf {nfd`g{

    `jyjf{nfdgf xj{ngy rgungejo knejun fnogn fzajun` xjhgug xzecj`{nb {jf{gfd gu{n yjf{nfd rgungejo {juxjez{

    xjhgug ujog{nb knegfknfd`gf kjfdgf rgungejo ~gfd ognf& Kgun ejuegdgn yju{naegfdgf {juxjez{ `jazkngf

    knog`z`gf xnf{jxg zf{z` ajfj{gy`gf rgungejo ~gfd ajanon`n yunlun{gx {nfddn kgf ejuyjugf zf{z`

    ajayjfdguzmn mgxno ygkg xnx{ja {juxjez{ -Agunanf/ 599;.&

    Ajfzuz{ Agunanf -599;./ xjhgug dugbnx yjuxlgogf `jyz{zxgf GMY kgyg{ kn`lfx{uz`xn`gf

    xjegdgn kngduga eju{nfd`g{/ ~gfd knazogn kjfdgf xlgo g{gz xgxgugf/ ogoz `un{jung ojrjo yju{gag/

    xze`un{jung kgf g`mnuf~g go{jufg{nb& GMY ajazfd`nf`gf yjfddzfg zf{z` ajaejun`gf fnogn elel{

    ujog{nb kgun xzg{z `un{jung agcjaz` xjhgug nf{zn{nb/ ~gn{z kjfdgf ajog`z`gf yjuegfknfdgf ejuygxgfdgf

    -ygnutnxj hlaygunxlf.& Yjuejkggf GMY kjfdgf Aj{lkj Yjuegfknfdgf J`xylfjfxngo -AYJ. gkgogm

    GMY ajfddzfg`gf xzg{z mnugu`n ~gfd knejf{z` kgoga yulxjx ajfjucjagm`gf yjuagxgogmgf dzfg

    ajayjulojm `jyz{zxgf {juegn` xju{g yulxjx yjaelel{gf GMY czdg ajfddzfg`gf yulxjx yjfnogngf

    yjuegfknfdgf ejuygxgfdgf -ygnutnxj hlaygunxlf. ejuejkg kjfdgf AYJ ~gfd yulxjx yjaelel{gff~g

    {nkg` ajaegfknfd`gf gf{gu go{jufg{nb g{gzyzf `un{jung&

    5&79 Ag{un`x Elx{lf Hlfxzo{nfdDulzy -EHD.

    Ag{un`x Elx{lf Hlfxzo{nfd Dulzy -EHD. xjhgug dugbnx ajfddgaegu`gf ylxnxn `layj{n{nb

    ujog{nb xzg{z nfkzx{un kjfdgf yjfddgaegugf kgun ylxnxn ygfdxg ygxgu ujog{nb kgf {nfd`g{ yju{zaezmgf

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    27/133

    nfkzx{un {juxjez{& Ag{un`x EHD ajazfd`nf`gf xjezgm nfkzx{un ajfdjolog ylu{lblonl enxfnxf~g kjfdgf

    hgug ajfdgag{n ylxnxn ygfdxg ygxgu ujog{nb kgf {nfd`g{ yju{zaezmgf nfkzx{unf~g knegfknfd`gf kjfdgf

    nfkzx{un ognf ~gfd xjcjfnx&

    Dgaegu 2& Ag{un`x EHD -Kgrnk/ 599>.

    Ag{un`x EHD -Dgaegu 2. ajanon`n jayg{ nayon`gxn ylxnxn nfkzx{un kgoga mgo ygfdxg ygxgu

    ujog{nbf~g kgf yju{zaezmgf nfkzx{unf~g/ ~gn{z3

    g& [gfkg {gf~g/ ~gn{z knrnxn kgoga `zgkugf N ~gfd ajayzf~gn ylxnxn ygfdxg ygxgu ujog{nb ujfkgm{j{gyn ejuxgnfd kgoga nfkzx{un kjfdgf yju{zaezmgf {nfddn& @lfknxn nfn ajf~jege`gf `jez{zmgf

    `jzgfdgf yjuzxgmggf {nfddn {j{gyn mgxno {zfgnf~g ujfkgm& Enxfnx nfn knxjez{ {gfkg {gf~g/ `gujfg

    ludgfnxgxn mguzx ajaz{zx`gf gyg`gm mguzx ajayju`zg{ ludgfnxgxn nfn kjfdgf x{ug{jdn nf{jfxnb

    -yjfj{ugxn ygxgu/ yjfdjaegfdgf ygxgu/ g{gz yjfdjaegfdgf yulkz`. g{gz ajfczgof~g&

    e& Enf{gfd/ ~gn{z knrnxn kgoga `zgkugf NN ajanon`n yjozgfd ogfd`gm ygfcgfd ~gfd egn` zf{z`yju{zaezmgf kgf yulbn{genon{gx& Knrnxn kjfdgf ygfdxg ygxgu ujog{nb {nfddn kgf {nfd`g{ yju{zaezmgf

    nfkzx{un {nfddn mguzx ajfjunag nfrjx{gxn hz`zy ejxgu zf{z` ajayju{gmgf`gf g{gz ajayju`zg{

    ylxnxn klanfgff~g& Ejejugyg x{ug{jdn ~gfd {jyg{ zf{z` knyju{naegfd`gf egdn knrnxn kgoga ylxnxn

    nfn gkgogm nf{jdugxn `j ejog`gfd/ nf{jdugxn `j kjygf/ nf{jdugxn mlunxlf{go/ yjfj{ugxn ygxgu/

    yjfdjaegfdgf ygxgu/ yjfdjaegfdgf yulkz`/ kgf zxgmg yg{zfdgf&

    h& Xgyn yjugm/ ~gn{z knrnxn kgoga `zgkugf NNN ajayzf~gn ygfdxg ygxgu ujog{nb {nfddn {j{gyn ejuxgnfdkgoga nfkzx{un kjfdgf yju{zaezmgf ogaeg{& Kn kgoga `zgkugf nfn knxjez{ xgyn yjugm `gujfg

    ajfdmgxno`gf zgfd {zfgn ajojenmn ~gfd knyjuoz`gf kgf xjunfd knyg`gn zf{z` xzexnkn& Knrnxn xgyn

    yjugm mguzx kn`jolog zf{z` ajayju{gmgf`gf ylxnxnf~g ~gfd `zg{ xjogag azfd`nf& Yjfdjaegfdgf

    yulkz` g{gz knrjuxnrn`gxn `lfxjf{un` ajuzyg`gf x{ug{jdn ~gfd ajfgun` zf{z` xgyn yjugm ~gfd `zg{&

    Fgazf / cn`g ylxnxnf~g ajuzyg`gf xgyn yjugm ~gfd ojagm/ knrjx{gxn -yjfdzugfdgf ejejugyg cjfnx

    gxj{ egn` kgoga ejf{z` bnfgfxngo g{gz egugfd/ g{gz yjfczgogf kgun enxfnx ~gfd knanon`n lojm

    yjuzxgmggf. ajuzyg`gf x{ug{jdn ~gfd ojenm {jyg{&

    Ygfdxg Ygxgu Ujog{nb

    [nfddn

    7/9

    Xjkgfd

    9/:9

    Ujfkgm

    9/9

    [nfd`g{

    Yju{zaezmgfYgxgu

    [nfddn59*

    Xjkgfd9*

    Ujfkgm

    !59*

    X{guNN

    Wzjx{nlf Agu`N

    Hgxm HltNNN

    KldxNR

    http://id.wikipedia.org/wiki/Asethttp://id.wikipedia.org/wiki/Asethttp://id.wikipedia.org/wiki/Bisnishttp://id.wikipedia.org/wiki/Bisnishttp://id.wikipedia.org/wiki/Bisnishttp://id.wikipedia.org/wiki/Aset
  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    28/133

    k& Gfcnfd/ ~gn{z knrnxn kgoga `zgkugf NR nfn ajayzf~gn ygfdxg ygxgu ujog{nb ujfkgm kgf ejuxgnfdkgoga nfkzx{un kjfdgf yju{zaezmgf ujfkgm g{gz {gfyg yju{zaezmgf& Ylxnxn nfn knxjez{ gfcnfd

    kgoga ylu{lblonl yjuzxgmggf/ `gujfg ylxnxnf~g ~gfd ujfkgm egn` nf{jufgo agzyzf j`x{jufgo& Enxfnx

    ygkg ylxnxn nfn xjunfd knon`znkgxn/ knknrjx{gxn/ g{gz knygfd`gx ugxnlfgonxgxn& Cn`g xzg{z knrnxn kgoga

    ylxnxn nfn/ ugxnlfgonxgxn ajuzyg`gf x{ug{jdn {juegn` zf{z` kncgogf`gf/ `gujfg egf~g` knrnxn kgogaylxnxn nfn ajfcgkn egn` xj{jogm zxgmg yjfdzugfdgf gxj{ kgf eng~g ~gfd ejug{/ kgf `jaegon ajfcgkn

    knrnxn ~gfd kgyg{ mnkzy kgf ajfkgyg{`gf ogeg&

    -Kgrnk/ 599>.

    @jzf{zfdgf ajfddzfg`gf alkjo gfgonxnx ag{un`x Elx{lf Hlfxzo{nfd Dulzy -EHD. gkgogm

    ag{un`x nfn ajayjumg{n`gf guzx `gx/ `gug`{junx{n` nfrjx{gxn/ kgf `jez{zmgf ejuegdgn knrnxn kgun xjezgm

    ludgfnxgxn& Knrnxn kgyg{ ejuzegm kgun tg`{z `j tg`{z3 gfcnfd ajfcgkn {gfkg {gf~g/ {gfkg {gf~g

    ajfcgkn enf{gfd/ enf{gfd ajfcgkn xgyn yjugm/ kgf xgyn yjugm ajfcgkn gfcnfd& Fgazf ~gfd cgugfd

    {jucgkn gkgogm yjuzegmgf ~gfd xjgugm cguza cga& Xjkgfd`gf `jojagmgff~g gf{gug ognf gkgogm mgf~g

    ajfddzfg`gf kzg knajfxn ~gn{z ygfdxg ygxgu ujog{nb kgf {nfd`g{ yju{zaezmgf ygxgu/ xjmnfddg

    `jazfd`nfgf xzon{ ajfkgyg{`gf kg{g ygfdxg ygxgu agzyzf {nfd`g{ yju{zaezmgf ygxgu& Xjognf n{zag{un`x nfn {nkg` ajfddgaegu`gf gyg`gm ejuegdgn knrnxn g{gz nfkzx{un ajuj`g eju{zaezm xjygfcgfd

    tg`{z/ xjmnfddg ag{un`x nfn {nkg` ajanon`n `gug`{junx{n` tg`{z/ xjmnfddg {jukgyg{ rgungejo ognf ~gfd

    yjf{nfd xjyju{n z`zugf ygxgu kgf `jzfddzogf `layj{n{nb -Kgrnk/ 599>.&

    5&77 Ag{un`x Nf{jufgo!J`x{jufgo

    Ag{un`x Nf{jufgo!J`x{jufgo -N!J. ajanon`n {ndg nayon`gxn x{ug{jdn ~gfd ejuejkg/ ~gn{z3 xjo N/ NN/

    NR ~gfd ajuzyg`gf kgjugm yju{zaezmgf& X{ug{jdn nf{jfxnb xjyju{n agu`j{ yjfj{ug{nlf/ agu`j{

    kjrjolyajf{/ kgf yulkzh{ kjrjolyajf{g{gz x{ug{jdn {junf{jdugxn xjyju{n egh`tguk nf{jdug{nlf/ blutguk

    nf{jdug{nlf/ kgf mlunslf{go nf{jdug{nlf xgfdg{ {jyg{ kndzfg`gf ygkg kgjugm nfn& Xjo NNN/ R/ RNN

    ajuzyg`gf kgjugm eju{gmgf/ knagfg yjfj{ugxn ygxgu kgf yjfdjaegfdgf yulkz` gkgogm kzg x{ug{jdn~gfd xgfdg{ zaza kn`jaegfd`gf/ xjkgfd`gf xjo RN/ RNNN/ N] kgyg{ ajfddzfg`gf x{ug{jdn mgurjx{

    g{gz knrjx{n{zuj&

    [l{go

    X`lu

    JBJ

    [l{go X`lu NBJ

    @zg{

    8/9!;/9

    Xjkgfd

    5/9!5/>

    Ojagm

    7/9!7/>>

    [nfddn

    8/9!;/9N NN NNN

    Ug{g!ug{g

    5/9!5/>>NR R RN

    Ujfkgm

    7/9!7/>>RNN RNNN N]

    Dgaegu 4& [l{go Bg`{lu Nf{jufgo!J`x{jufgo -Kgrnk/ 599>.

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    29/133

    5&75 Gfgonxnx XTL[ -X{ujfd{mx!Tjg`fjxxjx!Lyylu{zfn{njx![mujg{x.

    Ajfzuz{ Ugfd`z{n -5992./ gfgonxnx XTL[ gkgogm nkjf{nbn`gxn ejuegdgn bg`{lu xjhgug

    xnx{jag{nx zf{z` ajuzazx`gf x{ug{jdn yjuzxgmggf& Gfgonxnx nfn knkgxgu`gf ygkg oldn`g ~gfd kgyg{

    ajag`xnago`gf `j`zg{gf -X{ujfd{mx. kgf yjozgfd -Lyylu{zfn{njx./ fgazf xjhgug ejuxgaggf kgyg{

    ajanfnago`gf `jojagmgf -Tjg`fjxxjx. kgf gfhgagf -[mujg{x.& Gfgonxnx XTL[ ajaegfknfd`gf

    gf{gug bg`{lu j`x{jufgo yjozgfd -Lyylu{zfn{njx. kgf gfhgagf -[mujg{x. kjfdgf bg`{lu nf{jufgo

    `j`zg{gf -X{ujfd{mx. kgf `jojagmgf -Tjg`fjxxjx.&

    Ag{un`x X{ujfd{mx!Tjg`fjxxjx!Lyylu{zfn{njx![mujg{x -XTL[. ajuzyg`gf ag{hmnfd {llo

    ~gfd yjf{nfd zf{z` ajaegf{z agfgcju ajfdjaegfd`gf jayg{ {nyj x{ug{jdn& @jjayg{ {nyj x{ug{jdn

    ~gfd knag`xzk gkgogm3 X{ug{jdn XL -X{ujfd{m!Lyylu{zfn{~./ x{ug{jdn TL -Tjg`fjxx!Lyylu{zfn{~./

    x{ug{jdn X[ -X{ujfd{m![mujg{./ kgf x{ug{jdn T[ -Tjg`fjxx![mujg{.&

    Nf{jufgoJ`x{jufgo

    X{ujfd{m -X. Tjg`fjxx -T.

    Lyylu{zfn{~ -L. X{ug{jdn X!L X{ug{jdn T!L

    [mujg{-[. X{ug{jdn X![ X{ug{jdn T![

    Dgaegu =& Ag{un`x XTL[

    g& X{ug{jdn XL/ ajfddzfg`gf `j`zg{gf nf{jufgo yjuzxgmggf zf{z` ajugnm yjozgfd! yjozgfd ~gfd gkgkn ozgu yjuzxgmggf&

    e& X{ug{jdn TL/ eju{zczgf zf{z` ajayju`jhno `jojagmgf!`jojagmgf nf{jufgo yjuzxgmggf kjfdgfajagfbgg{`gf yjozgfd!yjozgfd j`x{jufgo&

    h& X{ug{jdn X[/ ejuzxgmg zf{z` ajfdmnfkgun g{gz ajfdzugfdn kgayg` kgun gfhgagf!gfhgagfj`x{jufgo&

    k& X{ug{jdn T[/ ajuzyg`gf {g`{n` zf{z` eju{gmgf kjfdgf hgug ajfdzugfdn `jojagmgf nf{jufgo xju{gajfdmnfkgun gfhgagf&

    -Kgrnk/ 599>.

    5&78 Yjfjon{ngf [jukgmzoz

    Yjfjon{ngf ~gfd knog`z`gf lojm Hgm~gf{n -5994. ajfdjfgn x{ug{jdn yjagxgugf rnudnf hlhlfz{

    lno yulkz` nfkzx{un `jhno kn Y[& Eldlu Gdug Ojx{gun -Y[& EGO. ajfddzfg`gf gfgonxnx nf{jufgo kgf

    j`x{jufgo yjuzxgmggf xju{g nkjf{nbn`gxn xjdajf{gxn ygxgu kgf gfgonxnx egzugf yjagxgugf& Kgun nfbluagxn

    gfgonxnx onfd`zfdgf j`x{jufgo yjuzxgmggf/ nf{jufgo yjuzxgmgggf/ kgf yjf~jegugf `znxnlfju ~gfd

    knog`z`gf zf{z` ajfdj{gmzn xjdajf{gxn ygxgu kgf gfgonxnx egzugf yjagxgugf yulkz`/ xju{g mgxno

    gfgonxnx XTL[/ knyjulojm x{ug{jdn yjagxgugf {juegn` ~gfd kgyg{ knog`z`gf Y[& EGO/ ~gn{z x{ug{jdnyjfdjaegfdgf yulkz`/ knagfg `j`zg{gf yulkz` kgyg{ ajfz{zyn `j`zugfdgf yulkz` kgf yjozgfd

    yulkz` kgyg{ ajfz{zyn gfhgagf ~gfd g`gf kg{gfd&

    Xgun -599=. ajog`z`gf yjfjon{ngf {jf{gfd gfgonxnx kg~g xgnfd kgf x{ug{jdn yjagxgugf j`xylu

    `jogyg xgtn{ -HYL. Nfklfjxng kn ygxgu Nf{jufgxnlfgo& Yjfjon{ngf nfn eju{zczgf zf{z` ajfdgfgonxnx

    ylxnxn kg~g xgnfd j`xylu anf~g` `jogyg xgtn{ Nfklfjxng kn yjukgdgfdgf Nf{jufgxnlfgo knonmg{ kgun

    ygfdxg ygxgu kgf `jzfddzogf `laygug{nb xju{g ajfdj{gmzn x{ug{jdn yjagxgugf ~gfd xjegn`f~g

    knog`z`gf zf{z` ajagcz`gf j`xylu `jogyg xgtn{ Nfklfjxng& Mgxno kgun gfgonxnx ygfdxg ygxgu kgf

    `jzfddzogf `laygug{nb ajfzfcz``gf egmtg Nfklfjxng ajfdzgxgn ygfdxg ygxgu xju{g ajanon`n

    `jzfddzogf `laygug{nb {jumgkgy HYL kgun {gmzf 5999 xgaygn {gmzf 599:& Xjkgfd`gf kgun mgxno

  • 7/31/2019 STRATEGI PEMASARAN PRODUK AGROINDUSTRI KELAPA BERORIENTASI EKSPOR

    30/133

    gfgonxnx XTL[ knyjulojm ejuegdgn x{ug{jdn yjagxgugf ~gfd xjxzgn kjfdgf `j`zg{gf/ `jojagmgf/

    yjozgfd/ xju{g gfhgagf ~gfd knmgkgyn yjukgdgfdgf Nf{jufgxnlfgo HYL&

    Ygfgdnl{lz -5998. kgoga czufgo x{ug{jdn enxfnxf~g ajf~jez{`gf egmtgyjuzegmgf -{ugfxblua.

    {j`floldn/ yjug{zugf/ yjuanf{ggf `lfxzajf/ kgf j`xyj`{gxn `lfxzajf xju{g agx~gug`g{ ~gfd xjag`nf

    ajfnfd`g{ ajf~jege`gf xzg{z yjuzxgmggf ajanon`n ujxn`l {nfddn ygkg enxfnxf~g kgf ajanon`n`j{nkg`~g`nfgf ygkg xgg{ ajabluazogxn`gf x{ug{jdn& Nxz!nxz nf{jufgxnlfgo ~gfd `layoj`x ~gfd czdg

    knkz`zfd lojm yjug{zugf kgf ylon{n` nf{jufgo kgoga xzg{z enxfnx yjuzxgmggf ajf~jege`gf `jxzon{gf

    kgoga ajabluazogxn`gf x{ug{jdn yjagxgugf dzfg ajfdn`z{n yju`jaegfdgf ~gfd {jucgkn xgg{ nfn&

    Kjfdgf ajfdju{n `lfknxn ~gfd {jucgkn xgg{ nfn/ xgfdg{ yjf{nfd zf{z` ajabluazogxn`gf x{ug{jdn kgf

    ujfhgfg x{ug{jdn zf{z` ajfzfcgfd `jagczgf enxfnx xzg{z nfkzx{un& Xjegdgn mgxno/ {jukgyg{ aj{lkj

    kgoga ajujfhgfg`gf x{ug{jdn ~gfd `layj{n{nb xjxzgn kjfdgf gyg ~gfd knez{zm`gf ygkg `lfknxn kgf

    `jgkggf xgg{ nfn/ ~gn{z ajonyz{n `j`zg{gf/ `jojagmgf/ yjozgfd/ xju{g gfhgagf ~gfd `jazkngf

    kngfgonxnx xjmnfddg kgyg{ ajagfbgg{`gf `j`zg{gf xju{g ajfdzugfdn `jojagmgf dzfg ajayjulojm

    yjozgfd kgf ajfdmnfkgun gfhgagf& Aj{lkj {juxjez{ knxjez{ xjegdgn aj{lkj gfgonxnx XTL[ -X{ujfd{m/

    Tjg`fjxx/ Lyylu{zfn{njx/ [mujg{x. ~gfd gtgof~g kndzfg`gf lojm Mgurguk Ezxnfjxx Xhmllo zf{z`ajfdgfgonxnx x{zkn `gxzx kn {jayg{f~g ygkg gtgo {gmzf 7>:9&

    Yuleltg{n -5977. ajog`z`gf yjfjon{ngf ajfdjfgn yjugfhgfdgf alkjo ugf{gn ygxl`gf zf{z`

    gdulnfkzx{un `jogyg {juygkz kgoga x`gog zxgmg `jhno& Yjfjon{ngf nfn eju{zczgf ajfdmgxno`gfugfhgfdgf

    alkjo knfganx ugf{gn ygxl`gf gdulnfkzx{un `jogyg ejukgxgu`gf `lfxjy {juygkz xjegdgn xzg{z gog{

    x{ug{jdnx gdgu cgunfdgf ugf{gn ygxl`gf ajfcgkn ojenm jbnxnjf xju{g zf{z` ajayjulojm mgxno xnazogxn

    {jumgkgy alkjo knfganx zf{z` ugf{gn ygxl`gf ~gfd knegfdzf kjfdgf ajonmg{ yjfdguzmf~g {jumgkgy

    eng~g {l{go ugf{gn ygxl`gf kgoga gdulnfkzx{un `jogyg {juygkz& Xjmnfddg knyjulojm alkjo ugf{gn

    ygxl`gf zf{z` gdulnfkzx{un `jogyg {juygkz kn tnog~gm yjfdmgxno `jogyg {juegf~g` kn Yulynfxn Cgtg

    Egug{ ~gn{z @gezyg{jf Hnganx/ ~gfd agfg ajuzyg`gf ugf{gn ygxl`gf ~gfd ajoneg{`gf gdulnfkzx{un

    kgoga x`gog `jhno kjfdgf bl`zx cgunfdgf ugf{gn ygxl`gf knazogn kgun ygxl`gf egmgf eg`z kgun yj{gfn

    -`jezf `jogyg./ xnx{ja knx{unezxn yjfdgfd`z{gf ezgm `jogyg ez{nugf/ zfn{ yjfdlogmgf/ yjfdjfkgongf

    yjuxjknggf kgf knx{unezxn `j `lfxzajf nfkzx{un/ `lfxzajf yjfddzfg ogfdxzfd kgf j`xylu{nu&

    Gfxgun -599>. ajog`z`gf yjfjon{ngf ajfdjfgn ugfhgfd egfdzf xnx{ja gmon zf{z` x{ug{jdn

    yjfdjaegfdgf nfkzx{un `jogyg {juygkz& Yjfjon{ngf nfn eju{zczgf ajugfhgfd alkjo xnx{ja gmon zf{z`

    x{ug{jdn yjfdjaegfdgf nfkzx{un `jogyg {juygkz xju{g ajfdgyon`gxn`gf xnx{ja gmon xjegdgn egdngf kgun

    x{ug{jdn yjfdjaegfdgf nfkzx{un `jogyg {juygkz& Mgxno kgun yjfjon{ngf nfn gkgogm xjezgm xnx{ja gmon

    ~gfd ajaegf{z yulxjx yjfdgaenogf `jyz{zxgf kgf yjujfhgfggf kgoga yjfdjaegfdgf nfkzx{un `jogyg

    {juygkz kjfdgf mgxno ol`gxn ~gfd {jyg{ zf{z` kngkg`gf yjfdjaegfdgf nfkzx{un `jogyg {juygkz kn Cgtg

    Egug{ gkgogm @gezyg{jf Hnganx&

    Ejukgxgu`gf yjfjon{ngf!yjfjon{ngf {jukgmzoz {juxjez{/ ejoza {jukgyg{ yjfjon{ngf ajfdjfgn

    x{ug{jdn yjagxgugf {juegn` ~gfd kgyg{ knog`z`gf zf{z` ajagcz`gf j`xylu yulkz` gdulnfkzx{un `jogygNfklfjxng& Mgo {juxjez{ ~gfd ajf~jege`gf yjfjon{n ajog`z`gf yjfjon{ngf ajfdjfgn x{ug{jdn

    yjagxgugf yulkz` gdulnfkzx{un `jogyg Nfklfjxng kn ygxgu j`xylu kjfdgf ajfddzfg`gf aj{lkj

    gfgonxnx ~gfd {jyg{ kgf ojenm ojfd`gy xjmnfddg knmgxno`gf mgxno yjfjon{ngf ~gfd {juegn` kgf ejfgu!

    ejfgu xjxzgn xju{g ejumgxno cn`g kn{jugy`gf dzfg ajfnfd`g{`gf yjfczgogf yulkz` gdulnfkzx{un `jogyg

    `j ygxgu nf{jufgxnlfgo&

  • 7/31/2019 STRATEGI PEMASA