Strategi Usaha Dan Pemasaran Pinang Menggunakan Metode Multi Attribute Utility Theory (MAUT) Di Kecamatan Rengat Barat Kabupaten Indragiri Hulu Provinsi Riau

Ma'ruf, Muhammad (2020) Strategi Usaha Dan Pemasaran Pinang Menggunakan Metode Multi Attribute Utility Theory (MAUT) Di Kecamatan Rengat Barat Kabupaten Indragiri Hulu Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

ABSTRAK Muhammad Ma'ruf (154210364) Areca Marketing Strategy Using the Multi Attribute Utility Theory (MAUT) Method in Rengat Barat District, Indragiri Hulu Regency, Riau Province, Guidance by Mrs. Hj. Sri Ayu Kurniati, SP, M.Sc. Areca nut is one type of monocotyledonous plants which is classified as palm trees. This study aims to analyze: (1) Characteristics of farmers and traders and areca nut profile, (2) Channels and institutions, functions, costs, efficiency, (3) Areca marketing strategy. The research method is a survey method in the District of West Rengat Indragiri Hulu District December 2019 to March 2020. Descriptive qualitative and quantitative analysis. The results of the study showed that the average age of farmers was 38.8 years, the level of education was 8.6 years, the number of dependents was 3.8 people, 9.6 years of farming experience, the average age of traders was 38.6 years, the level of education was 9 years, 4.2 dependents, family experience 5.4 years of business. Business profile includes: the average number of plants of 38 farmers, 40 workers, 10 kg of fertilizer / once during planting, the use of agricultural equipment such as egrek as much as 54 units, 53 fiber units, 74 units of knives, sacks 124 units, 65 units of bucket, 58 units of machetes. For areca marketing, there are 1 marketing channel: farmer - collector trader. Marketing functions performed by farmers: sales function, storage function, risk management function, market information function. Whereas the functions performed for the collecting traders perform all marketing functions. Marketing costs spent on the channel Rp. 918 / Kg. The margin at the collector level is Rp. 3,000 / kg. Marketing efficiency is 7.06 (%). Based on SWOT and MAUT, priority strategies that can be applied are supervision of the areca marketing system (ST5) and areca nut cultivation in order to use superior seeds (ST3).

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