Study on the Understanding of Marketing the Utilization of Banana Blossoms as Vegan Meat in Sambirejo Village, Jombang

Abstract

This study aims to analyze the level of understanding among PKK (Family Welfare Movement) women regarding the marketing aspects of innovative banana blossom–based products as a meat substitute (vegan meat). The research was conducted with the PKK group of Sambirejo Village, Jogoroto Subdistrict, Jombang Regency, involving 25 respondents. The marketing aspects examined include understanding of product photography, knowledge of local and international marketplaces, understanding of product promotion and posting, as well as comprehension of payment methods, shipping procedures, and export documentation. The study employed a quantitative descriptive approach using a five-point Likert scale questionnaire. Data were analyzed by calculating the average score of each aspect to measure respondents’ level of understanding. The results showed that the product photography aspect obtained the highest score (3,80), followed by product promotion and posting (2,95), marketplace understanding (2,35), and payment, shipping, and export documentation methods, which had the lowest score (2,20). These findings indicate that the PKK group has great potential in product production and visualization; however, they still need to improve their capabilities in digital marketing and export management to be able to penetrate international markets.