Efektivitas Komunikasi Pemasaran Benih Padi Produksi Koperasi KUAT Subak Guama

Abstract

Effectiveness of Marketing Communication for KUAT Cooperative
Production of Rice Seedsat Subak of Guama

KUAT Cooperative of Guama Subak manages a business unit carried out by Subak of
Guama, one of which is an effort to breed rice seeds. The purpose of this research is to
determine the communication competencies of the marketing officer of the KUAT
Cooperative of Guama Subak so that the seeds produced can be sold very well and to
find out how effective the marketing communication of the KUAT Cooperative of
Guama Subak is on rice seed products.Communication is said to be effective if there are
cognitive, affective, and conative indicators. The study took place in the KUAT
Cooperative, Subak of Guama, Marga Sub-District, Tabanan Regency. The purpose of
this study was to determine the communication competencies of marketing officers and
determine the effectiveness of rice seed marketing communications carried out by
KUAT Cooperative of Subak of Guama. The method used is a qualitative descriptive
analysis method. Based on the results of the study, the communication competence of
the KUAT rice seed marketing officer of Guama Subak was classified as highly
competent with an average score of 23.37. The effectiveness of marketing
communication is categorized as very effective with an average score of 77.3. The
effectiveness of communication is shown cognitive indicators, consumers know the
characteristics of rice seeds. Affective indicators, consumers are happy and interested in
rice seeds and conative indicators, consumers decide to buy and use rice seeds.