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fadil, mochamad; Dies, Dies nurhayati; Ningrum, Purwaningrum Lestari

Jurnal Manajemen dan Ekonomi Bisnis 2026 Pusat Riset dan Inovasi Nasional

The plantation sector is one of the main pillars in Indonesia’s international trade. Commodities such as palm oil, rubber, coffee, and cocoa serve as leading export products that contribute significantly to the country’s foreign exchange earnings. This study aims to analyze the role of plantation commodity exports in Indonesia’s international economic performance and to identify the challenges faced. The method used is a descriptive qualitative approach through literature review from various scientific sources. The results indicate that plantation exports contribute substantially to economic growth, employment generation, and the stability of the trade balance. However, several challenges persist, including global price fluctuations, sustainability issues, and international trade barriers. Therefore, strategic policies are required to enhance the competitiveness of Indonesia’s plantation commodities in the global market.

Bunga Puji Astuti; Anzu Elvia Zahara; Khusnul Istiqomah

Jurnal Kajian dan Penalaran Ilmu Manajemen 2026 CV. Aksara Global Akademia

This study examines the role of the Lubuk Intan Village Unit Cooperative (KUD) in assisting in managing oil palm sales for smallholder farmers in Peninjau Village, Batanghari Regency. The background of this study is based on the suboptimal distribution of economic benefits to farmers, despite increasing sales through the cooperative. This situation indicates the need to strengthen the role of cooperatives in the harvest marketing system. This study used a qualitative approach with descriptive methods. Thirteen informants were interviewed: three administrators and ten members of the Lubuk Intan KUD in Peninjau Village, Batanghari Regency. The results indicate that the Lubuk Intan KUD plays a role in facilitating collective sales, providing price information, and creating certainty and transparency in the weighing and recording of harvests. This role has been able to improve marketing efficiency and member trust. However, its implementation still faces obstacles such as limited human resources, limited operational capital, and inadequate member participation.

Rara Dian Setiani; Novi Mubyarto; Ferri Saputra Tanjung; Hansen Rusliani

Jurnal Kajian dan Penalaran Ilmu Manajemen 2026 CV. Aksara Global Akademia

This study aims to analyze the impact of middlemen on the price of Fresh Fruit Bunches (FFB) of oil palm received by farmers in Lambur I Village, Tanjung Jabung Timur Regency, from a sharia economic perspective. This study also examines the FFB marketing patterns carried out by farmers and the factors that influence farmers in choosing where to sell their harvest. The method used is a qualitative approach with a case study research type. Data were obtained through in-depth interviews, field observations, and documentation to understand FFB marketing practices and the socio-economic relationships between farmers and middlemen. The results show that FFB marketing in Lambur I Village is carried out through three main channels: middlemen, the Marketing Chain of Trust (RAM), and palm oil processing factories. Most farmers choose to sell FFB to middlemen because the transaction process is easier, payments are fast, and transportation costs are not required. In addition, urgent financial needs, limited transportation facilities, and long-standing socio-economic relationships also influence farmers' dependence on middlemen. In practice, middlemen play a dominant role in determining prices, deducting approximately Rp 250–Rp 300 per kilogram from the factory price. From a sharia economic perspective, marketing practices through middlemen are essentially permissible as long as they are carried out with mutual consent and do not contain elements of usury, gharar, or injustice. However, the dominance of middlemen in determining prices indicates a bargaining imbalance that could potentially harm farmers, thus not fully reflecting the principle of justice in sharia economics

Irzi, Haykal; Nainggolan, Saidin; Saputra, Ardhiyan; Ulma, Riri Oktari

Jurnal Riset Rumpun Ilmu Tanaman 2026 Pusat riset dan Inovasi Nasional

This study aims to (1) describe the marketing channels of fresh fruit bunches (FFB) of oil palm under partnership and independent (self-managed) schemes in Merlung District, Tanjung Jabung Barat Regency; (2) analyze marketing margins, farmer’s share, and marketing efficiency for each scheme; and (3) compare differences in marketing margins and farmer’s share between single-level marketing channels in both business schemes. The research was conducted in 2025 using a survey method with simple random sampling techniques. The data used consisted of primary data obtained through direct interviews with farmers and marketing institutions, as well as secondary data from relevant agencies. Data analysis was carried out using descriptive analysis, marketing margin analysis, farmer’s share, marketing efficiency analysis, and Multivariate Analysis of Variance (MANOVA). The results show that there are two types of marketing channel patterns, namely single-level and two-level channels. The single-level marketing channel has lower marketing margins, higher farmer’s share, and better marketing efficiency. In addition, there are significant differences between single-level marketing channels in both business schemes. These findings imply that shorter marketing channels are more efficient and provide a greater share of the selling price to smallholder oil palm farmers

Akbar, Guntur Aulia; Nainggolan, Saidin

Jurnal Riset Rumpun Ilmu Tanaman 2026 Pusat riset dan Inovasi Nasional

Independent plantations are a favorite in the Jambi Regional economy, as they are a source of economic growth, employment, exports, and foreign exchange for the region. Despite their relatively low productivity, oil palm plantations in Jambi Province have a major competitive advantage compared to other commodities. This study aims to describe, analyze competitiveness, analyze policy impacts, and conduct sensitivity tests on independent oil palm plantations. The research location was in Merlung District, selecting three sample villages: Tanjung Paku Village, Merlung Village, and Lubuk Terap Village purposively, with a total sample of 43 farmers. The data analysis method used the (PAM) method. The results of the analysis show that independent farmers still have relatively low productivity. The DRCR value is 0.379 (<1) and the PCR value is 0.368 (<1) which indicates savings in the use of domestic resources by 37.9% and 36.8%. These results indicate a comparative and competitive advantage. The divergence impact shows a negative impact, meaning that government policies are not distorted properly, as indicated by an NPCI value of 1.18 (> 1) and an NPCO value of 0.87 (< 1). Sensitivity tests show that independent oil palm plantations still have competitiveness (< 1), despite experiencing policy distortions such as input price increases (11% and 25%) and a decrease in FFB prices (45%).  

Eva Andini; Lailan Sofinah Harahap; Siti Nurjanah

Saturnus: Jurnal Teknologi dan Sistem Informasi 2026 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

This study examines the development of a Crude Palm Oil (CPO) price forecasting model using an artificial neural network algorithm, specifically the backpropagation algorithm. As one of Indonesia’s main export commodities, CPO has a significant economic impact and influences the income of oil palm farmers. The CPO price data used in this study were obtained from CIF Rotterdam, covering the period from January 2019 to December 2023. The research methodology consists of several stages, including data collection, preprocessing, model design, and model implementation using Python programming. The training results of the backpropagation algorithm show an error value of 0.537829578 after 1,000 epochs, while the evaluation using Mean Squared Error (MSE) indicates an MSE of 0.022709 during the training process and 0.017604 during the testing process. The model also produces CPO price predictions for the next three months, namely 932.578 for the first month, 949.568 for the second month, and 774.855 for the third month. These findings indicate that the developed model is capable of predicting future CPO prices with adequate accuracy, which can assist companies in making better financial decisions and managing risks associated with CPO price fluctuations.

Leni Saleh; Endang Sumiratin

Proceeding of the International Conference on Economics, Accounting, and Taxation 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to analyze the influence of prices and productivity on the welfare of independent oil palm farmers in Andabia Village, Anggaberi District, Konawe Regency. The number of respondents in this study was 24 people taken by census. The analysis method used includes descriptive statistical analysis, with multiple linear regression analysis. Based on the results of the analysis, it shows that the influence of the palm oil price variable on the welfare of oil palm farmers is 0.02 one unit with a calculated t value greater than the t table value (1.924> 1.720) and a significance level smaller than 0.05 (0.02 <0.05) partially has a significant effect on the welfare of oil palm farmers. The influence of the productivity variable on the welfare of oil palm farmers is 0.000 one unit, with a calculated t value greater than the t table value (5.046> 1.663) and a significance level smaller than 0.05 (0.000 <0.05) partially has a significant effect on the welfare of oil palm farmers. The influence of palm oil price and productivity variables simultaneously has a significant influence on the welfare of oil palm farmers. From the F test, the results of the calculation of F count> F table (170,465> 3.07) with a significance level of 0.001 <0.05. This shows that the price and productivity variables together have a significant influence on the welfare of farmers in Andabia Village, Anggaberi District, Konawe Regency.

Arif Rahman; Eja Armaz Hardi; M. Maulana Hamzah

Kajian Ekonomi dan Akuntansi Terapan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study examines two main issues related to palm oil trading transactions in Kuala Keritang Village, Indragiri Hilir Regency, Riau Province. The first issue concerns the analysis of pricing mechanisms in palm oil trading, while the second focuses on the review of Islamic business ethics in such transactions. The objective of this research is to understand in detail how the price determination system operates in the local palm oil market and to assess the extent to which these trading practices align with the principles of Islamic business ethics. To address these issues, a qualitative descriptive method was employed. This approach was chosen because it allows for a comprehensive description of facts, data, and trading mechanisms while providing space for critical analysis in relation to Islamic values. Data were obtained through observation, interviews, and documentation, which were then described, analyzed, and discussed in order to answer the research questions thoroughly. The findings indicate that, in general, palm oil trading practices in Kuala Keritang Village are similar to other common trading systems, but they differ in terms of price-setting mechanisms. In practice, the price of palm oil is largely determined by buyers based on market conditions, which often creates injustice for farmers as sellers. From the perspective of Islamic business ethics, this practice does not fully comply with the principles of fairness, honesty, and mutual benefit, which are essential foundations of Islamic economic transactions. The study concludes that violations of Islamic business ethics principles, particularly regarding fairness in pricing, still occur in palm oil trading within the village. Therefore, improvements are needed in the transaction system so that palm oil trading in Kuala Keritang can be carried out in accordance with sharia principles, ensuring justice and mutual benefit for both sellers and buyers.

A. Junaedi Karso

IJLS (International Journal of Law and Society) 2025 Asosiasi Penelitian dan Pengajar Ilmu Hukum Indonesia

The reciprocal tariff policy has a significant impact on a number of countries, including Indonesia. In this scheme, Indonesian non-oil and gas products are subject to a tariff of 32% when entering the US market. Such a high tariff places Indonesian exporters in a less competitive position compared to other countries that have more favorable trade arrangements with the United States. This condition becomes more complex when viewed in the broader context of the US-EU trade war, which creates uncertainty and turbulence in the global economy. Indonesian exports are affected both directly and indirectly. Indirect impacts can be seen from disruptions to the global supply chain, the slowdown in the world economy, and decreased global demand. As global production networks become increasingly interconnected, any disruption in major economies will ultimately suppress demand for Indonesian export commodities. This means that even if Indonesian products are not directly targeted, the ripple effects of global trade tensions will still hinder Indonesia’s export performance. For instance, reduced consumption in Europe and the US due to rising product prices and inflation will diminish market opportunities for Indonesian goods.On the other hand, direct impacts arise because several Indonesian products have been explicitly subjected to tariffs by the US government. These include textiles and textile products (TPT), electronics and their components, footwear, furniture, and palm oil (crude palm oil/CPO). Such tariffs significantly reduce Indonesia’s competitiveness in the US market, potentially leading to decreased export volumes, lower revenues for domestic industries, and job losses in export-oriented sectors. Furthermore, the policy also makes European products much more expensive in the US market, which worsens the global supply chain, increases logistics costs, triggers inflation, and escalates uncertainty in international trade.

Gunawan Widjaja; Songga Aurora Abadi; Robert Iskandar

Federalisme : Jurnal Kajian Hukum dan Ilmu Komunikasi 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

This study analyzes the Highest Retail Price (HET) policy for palm cooking oil. of palm cooking oil implemented by the Indonesian government through MOT Regulation of the Minister of Trade (Permendag) Number 1 of 2022 as revoked based on Permendag Number 6 of 2022 concerning the Determination of HET of Palm Cooking Oil, and its implications for business competition based on Law No. 5 of 1999 on the Prohibition of Monopolistic Practices. based on Law No.5/1999 on the Prohibition of Monopolistic Practices and Unfair Business Competition. and Unfair Business Competition. The price ceiling policy aims to protect consumers from uncontrolled price increases, especially for low-income households. low-income communities. However, its implementation has caused negative impacts such as scarcity and losses for producers, which was found to have violated Article 19 letter c of Law No.5 Year 1999 by KPPU. violated Article 19 letter c of Law No. 5 Year 1999 by KPPU. Producers filed an objection, and the Central Jakarta Commercial Court ruled that the scarcity of cooking oil was the impact of the single price ceiling policy, and therefore the KPPU's decision was canceled. This research uses normative legal methods by analyzing legal principles in court decisions and related regulations. The results show that the price ceiling policy needs to be re-evaluated to balance the interests of consumers and producers. balance the interests of consumers and producers. Implications of the court decision court decision is the need for stricter supervision and participation of stakeholders in the formulation of future price ceiling policies. stakeholders in the formulation of the price ceiling policy in the future. This research contributes theoretically in the field of competition law and practically as a reference for policy makers. as a reference for policy makers.

Iyola Brilianda; Juana Tamariska Putri Lahagu; Kahfiola Damayanti; Jihan Felisha Putri

Botani : Publikasi Ilmu Tanaman dan Agribisnis 2025 Asosiasi Riset Ilmu Tanaman Dan Hewani Indonesia

The demand for chocolate continues to increase along with high public consumption. One of the main components in chocolate formulation is fat, which generally comes from cocoa butter. However, the availability of cocoa butter is limited and the price is relatively high, so a more economical and easily obtained substitute material is needed locally to support the sustainability of the chocolate industry. This study aims to examine the potential of palm oil fractions, especially palm stearin and olein, as a partial substitute for cocoa butter (Cocoa Butter Substitute/CBS) in chocolate formulations. The study was conducted through a literature review of scientific journals published in the last 10 years, which included chemical, physical, and sensory analysis data on palm oil-based chocolate products. The results of the study showed that stearin increased the melting point and firmness of the product, while olein produced a softer texture and a smoother melting sensation. Sensorially, olein-based formulations showed a higher level of acceptance than stearin, especially in color, aroma, taste, and texture attributes. In addition, palm oil fractions do not produce trans fats, and are able to maintain the balance of solid and liquid fats, while supporting the stability of the product emulsion. This study shows that palm oil fractions, especially through the right combination of stearin and olein, have great potential as a substitute for cocoa butter without reducing physical or sensory quality, thus supporting the sustainability of chocolate production in the future.

Alpin Cristi Sitepu; Marzuti Isra; Alvi Ismu Azhar Panjaitan; Muhammad Rangga Juniarta; Novianur Safitri +2 more

Jurnal Riset Rumpun Ilmu Tanaman 2025 Pusat riset dan Inovasi Nasional

The Indonesian palm oil industry plays a strategic role as a major supporter of the national economy through its contribution to Gross Domestic Product (GDP), job creation, and rural infrastructure development. This article discusses in depth three main aspects: the economic benefits provided by the palm oil industry; challenges that include environmental issues, land conflicts, climate change, and regulation and productivity; and opportunities such as bioenergy development, diversification of derivative products, and utilization of technology and degraded land. The analysis also covers the role of technological innovation and human resource investment as key to the sustainability of this industry amidst global price fluctuations and international pressures on sustainability. With a data-driven approach and scientific literature review, this article highlights the importance of systemic transformation in the management of the palm oil industry to ensure competitiveness, environmental sustainability, and the welfare of local communities in the future.

Rio Agung Prawoto; Ida Bagus Putu Purbadharmaja

International Journal of Economics, Management and Accounting 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Palm oil production in Indonesia is basically a commodity for export and Indonesia itself is the largest exporter of palm oil in the world. This can prove that palm oil exports from Indonesia are able to compete with other tea exporting countries. The aim of this research is to determine the influence of land area, production quantity, and world price of CPO simultaneously and partially on the volume of Indonesian palm oil exports from 1994-2023. The data used in this research is secondary data in the form of quantitative data sourced from BPS and the World Bank. The area of ​​this research is the Republic of Indonesia. The data analysis technique used is the Error Correction Model (ECM) analysis technique. The research results show that land area, production volume and world price of CPO simultaneously influence the volume of Indonesian palm oil exports. The production quantity variable partially has a positive and significant effect. The variables of land area and world price of CPO partially have no effect. Considering the importance of exports to a country's economy, it is necessary to increase the export volume of palm oil in Indonesia, as one of Indonesia's leading export commodities, by paying attention to factors that can influence export volume.

Begi Aryes; Herri Fariadi; Evi Andriani

Mikroba : Jurnal Ilmu Tanaman, Sains Dan Teknologi Pertanian 2024 Asosiasi Riset Ilmu Tanaman Dan Hewani Indonesia

This research aims to analyze the palm oil agribusiness partnership pattern implemented by PT. Bengkulu Sustainable Palm Oil in Kedurang Ilir District, South Bengkulu, along with its impact on farmer partners. The research method was carried out descriptively with a qualitative approach, using primary data through in-depth interviews and secondary data from related documents. Respondents consisted of 440 partner farmers and 2 companies selected purposively. The research results show that the partnership pattern implemented is the Plasma Core Pattern (IP), where PT. Bengkulu Sawit Lestari acts as the core that guides and purchases the results of plasma farmers. The conflicts that occurred were relatively low, with the majority of partner farmers stating that there were no physical or significant conflicts. From an economic aspect, partner farmers produce an average of 4,038 kg of FFB per month, with a selling price of Rp. 1,948 per kilogram, resulting in net income of Rp. 5,512,443 per month after deducting costs. In conclusion, this agribusiness partnership succeeded in increasing farmer productivity and income, despite deficiencies in training and financial reporting by the company. It is recommended that companies and farmers jointly write written sanctions in agreements, increase training, and provide monthly financial reports to strengthen partnership relations.

Julia Rafika; Uswah Hasanah

Jurnal Pengabdian dan Keberlanjutan Masyarakat 2024 Lembaga Pengembangan Kinerja Dosen

Real Work Lecture (KKN) is a community service program by students that aims to empower the community with a cross-disciplinary and sectoral approach. The KKN program in Telaga Jernih Village, Secanggang District, Langkat Regency, aims to overcome the problem of monotonous hereditary livelihoods and open up new business opportunities through economic empowerment and entrepreneurship. Before the program was implemented, most villagers relied on the agricultural sector, especially oil palm and rice, which made the village economy vulnerable to price fluctuations and environmental conditions. This program focused on socialization about livelihood diversification, entrepreneurial skills training, and reducing plastic waste by converting it into products with economic value. Through this training, the community was invited to see local potential that could be developed into new business opportunities. The results of the implementation of this KKN showed an increase in community understanding of the importance of business diversification and the application of skills acquired in starting small businesses in the fields of agricultural processing and plastic waste recycling. Several residents have started new businesses supported by the skills taught during the training. However, several challenges such as low digital literacy and limited access to capital are still obstacles to business development. Therefore, a follow-up program is needed that focuses on developing digital skills and access to capital to support the sustainability of the business that has been pioneered. Overall, this KKN program has succeeded in providing a positive impact on the Telaga Jernih Village community and can be a model for local potential-based economic empowerment in other villages.

Saihuna Saihuna; Ahsan Putra Hafiz; Muhamad Subhan

Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah 2024 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This aims to reveal the Impact of Converting Local Coconut Plantation Land into Oil Palm Plantations in an Islamic Economic Perspective in Kuala Keritang Village, Kec. Keritang, Kab. Indragiri Hilir, Riau. This thesis uses a qualitative approach by collecting data through observation, interviews, and documentation. The background causes the rubber farmers to switch functions to become oil palm farmers in Kuala Kritang Village is that work as a local coconut farmer is carried out every day and requires difficult maintenance while the price is cheap so that the farmer's income is not enough to meet economic needs. While oil palm work is only once every two weeks, it is more expensive than rubber and is sufficient to meet daily needs. The impact on the welfare of the families of local coconut farmers after the conversion to oil palm farmers in Kuala Kritang Village has a positive impact on farmers, their income increases, work is lighter, there is an increase in assets owned, and families feel more prosperous. If viewed from Maqasid Syariah, the impact of converting local coconut plantation land to oil palm for the economy of the people in Kuala Keritang Village is in accordance with Islamic Sharia.

Ivan William Saragi; I Nyoman Mahaendra Yasa

International Journal of Economics, Commerce, and Management 2024 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Indonesia is the first palm oil producing country and palm oil exporter in the world. In recent years, the volume of Indonesian palm oil exports has decreased. The determinants of the volume of Indonesian palm oil exports are the United States dollar exchange rate, the area of ​​Indonesian palm oil plantations, and the price of CPO. This research aims to analyze the influence of the United States dollar exchange rate, oil palm land area, and CPO prices in the short term and long term, simultaneously and partially on the volume of Indonesian palm oil exports. The type of data in this research is secondary data in the form of quantitative data obtained from the Indonesian Central Statistics Agency (BPS), Bank Indonesia and the World Bank. This research was conducted in Indonesia from 1994-2023, with a total of 30 observations. The data analysis technique used is the Error Correction Model (ECM). The results of the research show that the US dollar exchange rate and the area of ​​Indonesian palm oil plantations in the short and long term have a significant effect, while the CPO price has an insignificant effect on the volume of Indonesian palm oil exports. The United States dollar exchange rate, the area of ​​Indonesian palm oil plantations, and the price of CPO simultaneously influence the volume of Indonesian palm oil exports. The United States dollar exchange rate has a partially negative and significant effect on the volume of Indonesian palm oil exports. The area of ​​Indonesian oil palm land has a partially positive and significant effect on the volume of Indonesian palm oil exports. CPO prices have a negative and partially insignificant effect on the volume of Indonesian palm oil exports.

Rahmidatul Annisa; Khadijah Nurani

Transformasi: Journal of Economics and Business Management 2024 Universitas 17 Agustus 1945 Semarang

The background of this study stems from a number of issues, including the inability of oil palm farmers to make ends meet financially, the impact of their reliance on oil palm income on the well-being of their families, and the relationship between oil palm farmers' income and the price at which Palm Fruit Bunches (FFB) are sold in Nagari Bawan, Kabupaten Agam. Nonetheless, a lot of farmers continue to struggle with a shortage of funding when it comes to running oil palm plantations and boosting the output of palm fruit bunches (FFB). A qualitative descriptive research approach is used, and it involves gathering research objects based on field data. Direct observation and interviews with oil palm farmers in Nagari Bawan, Kabupaten Agam, were used to gather data. The Nagari Bawan administration (Nagari Secretariat) and thirteen oil palm plantation owners were the research's primary sources of information about the circumstances and state of the study in Nagari Bawan, Kabupaten Agam. According to the author's study findings in Nagari Bawan, Kabupaten Agam, income indicators such as monthly income, employment, and family responsibilities may be used to analyze oil palm farmers' income in order to improve the economic welfare of their families. This indicates that oil palm growers are looking for side employment since their revenue is insufficient to cover their expenses.

Aditya Wisnu Pradana; Anugerah Yuka Asmara; Agus Fanar Syukri

Prosiding Seminar Nasional Ilmu Teknik 2024 Asosiasi Riset Ilmu Teknik Indonesia

The Indonesian government is enthusiastic about continuing the biodiesel program as one of the new and renewable energy mandatory programs which has proven to be able to provide many benefits ranging from achieving environmentally friendly energy, saving state foreign exchange, increasing energy security, to providing jobs; in line with the 7th principle of sustainable development goals (SDGs). In fact, the Indonesian government has increased the B30 Biodiesel program in 2020 to B35 in 2023. It is supported by the Palm Oil Plantation Fund Management Agency (BPDPKS), which has the authority to collect CPO export levy funds and redistribute them to biodiesel producers, so that they can produce biodiesel economically. With this mechanism, the Biodiesel program can be implemented even though the price of biodiesel is more expensive than fossil fuels, but does not burden the State Budget (APBN). However, this program is difficult to increase, because the availability of incentive funds is limited by the amount of CPO exported and the amount of the levy. The Ministry of Energy and Mineral Resources (ESDM) must find a way for the biodiesel energy program to achieve the 23% energy mix target in 2045, and not rely on export fund levies anymore.

Irma Dani Br Sinulingga; Mega Cattleya PA Islami

Jupiter: Publikasi Ilmu Keteknikan Industri, Teknik Elektro dan Informatika 2024 Asosiasi Riset Ilmu Teknik Indonesia

XYZ of the many types of promotions that have been carried out so far, it is not yet known to what extent their effectiveness is in increasing the number of customers at PT XYZ. Every business must have a marketing strategy that must be implemented in carrying out its business activities. This research aims to determine marketing strategies using a marketing mix approach consisting of product strategy, promotion strategy, price strategy and sales location strategy. The method used in this research is descriptive qualitative, namely a method that tries to explain and analyze phenomena, events, social dynamics, behavior and opinions of a person or group towards something. Based on the results of the marketing mix strategy analysis, it was obtained: product strategy, selling beauty products, namely herbal skincare such as: herbal manjakani, forest honey, v-co oil, date palm juice, etawa goat's milk, and lemon juice. Pricing strategy, setting the price of the product by looking at the quality level and net product, the product is set at a price of IDR 34,500.00 IDR 131,500.00. Place strategy, selling products via e-commerce via the Shopee application Promotion strategy, promoting products via social media (Tiktok, Instagram, YouTube and the company's official website).