STRATEGI MENGHADAPI TANTANGAN PEMASARAN PRODUK AGRIBISNIS DI RUMAH GESHINE, TANAH JAWA, SUMATERA UTARA

Abstract

This study aims to analyze the marketing strategy of agribusiness products at Rumah Geshine, Tanah Jawa, North Sumatra, in facing marketing challenges such as the low popularity of goat milk, limited shelf life, and distribution constraints. The research method used is a descriptive qualitative approach with data collection through online interviews with business owners. The results of the study indicate that the marketing strategies implemented by Rumah Geshine include finding active resellers, improving distribution, diversifying products, and utilizing social media for promotion. However, there are still challenges such as limited product shelf life and competition with other more popular milk products. A more creative and flexible marketing strategy is needed so that Rumah Geshine can expand its market reach and increase competitiveness. By continuing to innovate and adjust marketing strategies, Rumah Geshine has the potential to strengthen its position in the agribusiness industry.