Analisis Pemasaran Bolu Kemojo (Studi Kasus Pada Usaha Kecil Bolu Kemojo Kota Makmur) Di Kota Pekanbaru

Saputra, Herman Adi (2019) Analisis Pemasaran Bolu Kemojo (Studi Kasus Pada Usaha Kecil Bolu Kemojo Kota Makmur) Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Chemo sponge business is a form of business that must be developed because it is one of the typical food businesses in Riau. Able to overcome employment problems if managed properly. This study aims to determine the characteristics of entrepreneurs and business profiles of prosperous city spheres, analyze institutions, channels, and marketing functions of prosperous city chemo spoons, analyze costs, margins, profits, and marketing efficiency of spheres. prosperous city chemo and recommend marketing strategies for prosperous city kemojo city in Pekanbaru City. This research uses a case study method in the Bolu Kemojo Small City Makmur City in Pekanbaru City. This research was conducted for seven months, starting from April 2019 until October 2019. Samples were taken by census and incidental with a total sample of 12 people. The results showed that the age of entrepreneurs was 39 years old, employees were 26.80 years old, traders were 34 years old, and consumers were 25.40 years old. Education for high school entrepreneurs, middle school employees, education for high school traders, and high school consumers. 17 years entrepreneur experience, 8.40 years employees, 11 years merchant experience, and 8.20 years consumers. The number of dependents is 3 families, 2 employees, 3 traders, and 2 consumers. Makojo City's prosperity business started in 2002 which is a small industry. The source of venture capital comes entirely from the family. Existing organizational structure consists of entrepreneurs, marketing, production, and employees. The prosperous city of Bolo Kemojo marketing institutions in Pekanbaru City are entrepreneurs, retailers, and consumers. There are two marketing channels in the chemo sponge business. The marketing functions performed by entrepreneurs are the functions of sales, processing, packaging, financing, risk management and market information. What is done by retailers is the function of sales, purchasing, leasing, and financing. What is done by consumers is the function of purchasing and financing. Marketing costs for all kinds of flavors of sponge in channel I are Rp. 1,250 in channel II for Rp. 650. Margin sponge marketing margins for pandanus flavors in channel I are Rp. 2,000 and variants for durian, corn, chocolate, banana, and brown sugar are Rp. 3,000 . In channel II, it is Rp 5,700 and Rp 6,800. Marketing benefits The marketing costs of the pandanus flavored sponge variant on channel I are Rp. 750 and the other taste variant is Rp. 1,750. The marketing efficiency of the pandanus flavored sponge variant in channel I was 8.33% and the other flavors were 7.35%. In channel II it is 6.99% and other flavor variants are 4.92%. The marketing strategy of Kota Makmur's sponge cake in marketing its products uses 7 marketing mix which includes: Product, Place, Price, Promotion, Physical Evidence, People, Process.

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