Pineapple Marketing Strategy In Kualu Nenas Village, Tambang District, Kampar Regency, Riau Province

Abstract

Kualu Nenas Village is one of the villages located in Tambang Sub-district, with a portion of its population working as pineapple farmers. This study aims to analyze: (1) characteristics and profiles of pineapple farmers and traders; (2) institutions, channels, costs, margins, profits, farmer's share, and marketing efficiency; and (3) marketing strategy. This research uses a survey method conducted over six months (November 2024–May 2025). Respondents were selected using purposive sampling for farmers and collecting traders (30 farmers, 5 collecting traders), while retail traders used census method (10 retailers). Data were analyzed quantitatively and qualitatively. Results show that farmers and traders are generally of productive age with moderate education levels. Two marketing channels operate in the village, with Channel I (Farmer → Collecting Trader → Retail Trader → Consumer) proving more efficient (11.62%) than Channel II (Farmer → Retail Trader → Consumer) at 19.14%, with higher farmer's share (61.53% vs 53.33%). SWOT analysis generated eight alternative strategies, with QSPM ranking Strategy 7 (seeking market information through social media to expand reach) as the top priority with a total attractiveness score of 6.52