Analisis Usaha Agroindustri Dan Strategi Bauran Pemasaran Ayam Geprek Di Kelurahan Maharatu Kecamatan Marpoyan Damai Kota Pekanbaru Provinsi Riau

Siregar, Dafit (2022) Analisis Usaha Agroindustri Dan Strategi Bauran Pemasaran Ayam Geprek Di Kelurahan Maharatu Kecamatan Marpoyan Damai Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze (1) the characteristics of entrepreneurs and workers as well as the profile of the Geprek Sakti Chicken agroindustry (2) the use of raw materials, production processes, technology, costs, income, efficiency and added value of the Chicken agroindustry. Geprek Sakti and (3) Marketing mix strategy in the Geprek Sakti Chicken Agroindustry business in Maharatu Village, Marpoyan Damai District, Pekanbaru City. This research was carried out for 6 (six) months, namely July 2021 to December 2021. The determination of the respondent was carried out deliberately, consisting of 1 entrepreneur and 5 workers who worked in the Geprek Sakti Chicken agro-industry business. Data were analyzed descriptively qualitatively and quantitatively. The results of the study show (1) The age of business actors and workers is of productive age, the education of business actors and workers is 12 years, the number of dependents for the family of business actors is 4 people, one worker has 2 dependents and one worker has 2 dependents and the rest unmarried, 3 years of business experience, 3 years of labor and some 2 years. The Geprek Sakti chicken business started in 2018, This business is included in the small business scale, the initial investment of the business is Rp. 35,000,000 with a total workforce of 5 people. (2) The raw material for this business is chicken meat and there are also 29 types of supporting materials. This business uses 48 types of equipment, with a total workforce of 5 people and a total HOK of 2.90 HOK per day. Production costs are Rp. 1,499,597.84 per day, which consists of variable costs of Rp. 1,439,166.67 per day and a fixed fee of Rp. 60,431.18 per day. Gross income of Rp. 2,375,000 per day, and a net income of IDR 875,402.16 per day. The RCR value is 1.58 (> 1), this shows that the Geprek Sakti Chicken business is efficient and feasible to cultivate. The added value obtained from the Geprek Sakti chicken agro-industry business is Rp. 51,570,99 /portion (total output). (3) Chicken Geprek Sakti marketing strategy has 2 marketing channels.

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