The Promotion of Persimmon became a High Value Commodity Confirmatory Factor Analisys (Case in Garut West Java, Indonesia)

Persimmon is an exotic fruit and exclusive grows in Garut nearby. The phenomena, farmers are still not interested to cultivate even it has a good market. Actually it has over much benefit such as for body slimming, be composed of many antioxidant, prevent heart disease, cholesterol, hypertension, asthma, abdominal pain, etc. The aim of this study is to learn the factors that prevent persimmon promotion to become high value commodity based on consumer expectation on production, product, market and marketing system. Research was conducted between February – March 2012 in Cisurupan which persimmon production centre in Garut West Java. The methodology of this research was survey, used primary, secondary data and data was analyzed by factor analysis. Responden was 100 persons who buy dry persimmon in the traditional market, and was taken by systematic sampling. The study shows that dominant factor for promoting are the lack information of the producer on the length of drying, color, taste, aroma, selling point, price, product diversification opportunity, the power of word of mouth and practically to carry. Contribution of this study is to give recommendation to the government, university and industry in how to deliver promotion on persimmon to become high value commodity.

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