Ornamental Plant Entrepreneurship During the Covid -19 Pandemic in Koto Tangah District, Padang City

Mega Putri Nolasary, Fanny Wulanda (), Rihan Ifebri and D anny Hidayat
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Mega Putri Nolasary: Tamansiswa Padang University, Department of Entrepreneurship Lecture
Fanny Wulanda: Tamansiswa Padang University, Department of Entrepreneurship Lecture
Rihan Ifebri: Bengkulu University, Department of Socio-Economic of Agriculture Lecture
D anny Hidayat: Andalas University, Department of Management Lecture

A chapter in Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022), 2023, pp 242-249 from Springer

Abstract: Abstract This study aims to: a) Find out the internal and external factors faced by ornamental plant business actors in Koto Tangah District. b) Analyze the marketing strategy of the ornamental plant business in Koto Tangah District. This is qualitative research, which is a process of finding new knowledge using a scale from statements to numbers and data as a reference to conclude [9]. In this study, the data in the form of statements will be made in the form of quantitative data to facilitate the process of processing research data from the program and obtain output in the form of processing results. The output of the data processing results is interpreted and analyzed against it, after which a conclusion will be drawn from the research. The result is the difference between opportunities and threats = the weighted value of the opportunity rating (O = 1.836) reduced by the weight of the threat rating (T = 1.268) so that the result = 1.836 – 1.268 = 0.568. Because the result is positive, then it lies in the opportunity. The difference between strength and weakness = the weighted value of the strength rating (S = 1.839) reduced by the weight of the weakness rating (W = 1.171) so that the result = S – W = 1.839–1.171 = 0.668. Because the result is positive, then it lies in the power.

Keywords: Ornamental plants; Covid-19 pandemic; MSMEs; Marketing strategy (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-350-4_23

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DOI: 10.2991/978-94-6463-350-4_23

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