EVALUASI MODEL KOMUNIKASI PEMASARAN KOPERASI DALAM UPAYA PENGUATAN KELEMBAGAAN EKONOMI MASYARAKAT Studi Kasus Pengembangan Model Komunikasi Pemasaran Koperasi Petani Cabai di Kabupaten Garut Provinsi Jawa Barat

Abstract

This paper discusses the results of research on the development of marketing communications model for the cooperative as the efforts to strengthen the local economy by case study of the development model of chili farmers cooperative marketing communications in Garut regency, West Java province. This paper aims to show how marketing communication model evaluation carried out to economic community organizations such as cooperatives can provide an alternative solution which is better in the efforts to strengthen the local economy. Marketing sector for cooperative institutions which have production enterprises in agriculture is a vital sector to be able to continue to grow. From the results of the evaluation found several factors that lead to cooperative enterprises lagged behind other companies when viewed from the aspect of marketing. Namely, the cost of processing the raw material is relatively high, while the sales price is low, the quality of manufactured goods produced is still low, manufactured goods less well-known market due to lack of promotion, lack of understanding of cooperative management in the information market, yet to implement effective marketing techniques, and marketing area still localized and has not been able to compete on a regional or national markets. This study tries to evaluate marketing communication model that has been run by the cooperative as an economic institution of society. By taking a case study of a chili farmer cooperatives in Garut, this study developed a model of marketing communication that is more adequate for cooperatives those engaged in agricultural production and rely on the progress of his efforts in the field of marketing of products.