TINJAUAN STRATEGI PEMASARAN AGRIBISNIS PRODUK BAYAM: PENDEKATAN SYSTEMATIC LITERATURE REVIEW (SLR)

Abstract

Abstract Spinach is one of the leading horticultural products, known as a vegetable that is rich in nutrients but spoils quickly and is affordable. To reach consumers, an effective marketing strategy is needed, so this review has the objectives of (1) Identifying and designing effective marketing strategies to increase spinach sales. (2) Knowing the flow of spinach marketing and how to promote effective spinach sales. Systematic Literature Review is a term used to refer to a specific research methodology and development undertaken to collect and evaluate reviews related to a specific topic focus. The results of the review highlighted various obstacles faced, such as lack of human resources, lack of packaging creation, lack of product promotion, poorly organized bookkeeping and archiving, and over supply which has an impact on reducing the quality of vegetables.There is a need to improve access to markets, agricultural practices, and collaboration between stakeholders to increase efficiency in vegetable marketing. This can be done through the development of more integrated marketing strategies, including the utilization of social media and innovations in distribution channels. Improved market access and more efficient farming practices are also a key focus in this recommendation. Keyword: Marketing efficiency, Marketing Strategy, Spinach