Efektivitas Pemasaran Produk Susu pada Koperasi Peternakan Bandung Selatan (KPBS) Pangalengan
DOI:
https://doi.org/10.58192/populer.v5i2.4984Keywords:
Dairy Products, KPBS Pangalengan, Livestock Cooperative, Marketing Effectiveness, Milk MarketingAbstract
The South Bandung Livestock Cooperative (KPBS) in Pangalengan plays an important role in helping dairy farmers distribute milk while improving members’ economic welfare. This study examines KPBS Pangalengan’s dairy product marketing activities, evaluates their effectiveness, and identifies supporting and inhibiting factors. A qualitative descriptive method was applied through field observations, industrial visits, interviews, documentation, and literature review. The findings show that KPBS uses a marketing mix consisting of product, price, distribution, and promotion. Its products include fresh milk and processed dairy products such as pasteurized milk, yogurt, and mozzarella cheese, which provide added value for the cooperative and farmers. Marketing activities are considered fairly effective, as reflected in broad market coverage, smooth distribution, digital promotion, and strong trust from consumers and industrial partners. This effectiveness is supported by high milk quality, KPBS’s long-established reputation, and strong cooperation with the dairy processing industry. However, KPBS still faces competition from domestic and imported dairy products, limited promotional activities, and the short shelf life of dairy products. Therefore, stronger promotion and continuous product innovation are needed to improve marketing effectiveness and sustain dairy farmers’ businesses.
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