ANALISIS KINERJA PEMASARAN SISTEM OFFLINE DAN KOMBINASI OFFLINE-ONLINE BUNGA SEDAP MALAM DI DESA REMBANG KABUPATEN PASURUAN

The production of tuberose flowers increases every year, resulting in competition between business actors. Business actors need to innovate marketing systems, not only offline but also online. There is a big opportunity for business people today to use online systems, because the market reach is wider. The research objectives are (1) Marketing reach, (2) Analysis of revenue and income, (3) Differences in offline marketing revenue and income and the offline-online combination. Primary data was obtained from tuberose flower traders in Rembang Village in April-May 2023. The data was processed using cost, revenue and income analysis, independent difference t-test. The offline market reach has a narrow scope compared to the online system which is broad and able to reach markets outside cities and provinces. The results of the research show that the average monthly receipts and income from the offline marketing system for tuberose flowers is Rp. 20,140,000 and Rp. 7,182,833, while in the offline-online combination marketing system the same data is Rp. 24,268,167 and Rp. 8,431,783. The results of the comparison test on revenue and income are significantly different, thus showing that the null hypothesis (H0) is rejected, which means there are differences between the two components in the offline marketing system and the offline-online combination of tuberose flowers.