Analisis Pemasaran Tanaman Hias Di Kelurahan Tangkerang Tengah Kecamatan Marpoyan Damai Kota Pekanbaru (Kasus Pada Usaha Tanaman Hias "Kembang Bertuah")

Sari, Dewi Novita (2022) Analisis Pemasaran Tanaman Hias Di Kelurahan Tangkerang Tengah Kecamatan Marpoyan Damai Kota Pekanbaru (Kasus Pada Usaha Tanaman Hias "Kembang Bertuah"). Other thesis, Universitas Islam Riau.

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Abstract

The problem that is often faced by ornamental plant entrepreneurs in Tangkerang Tengah Village, Marpoyan Damai District, Pekanbaru City, is competition in the marketing of ornamental plants which is tight because the distance from other enterpreneurs is very close. The purpose of this study was to analyze (1) Characteristics of Business Actors and Business Profiles of Ornamental Plant “The Sorcerer Flower”. (2) Production Cost, Income, Ornamental Plants Business Efficiency. (3) Marketing (Marketing Channels and Institution and Marketing Functions). (4) Marketing Costs, Marketing Margins, Marketing Efficiency, Farmer’s Share, anda Marketing Advantages of Ornamental Plants in the “Sorcerer Flower” Business. This research was conducted by case study method. The population in this study are enterpreneurs and members who work in the lucky flower ornamental plant business. The technique of determining respondents is by census. Data analysis used descriptive qualitative and quantitative descriptive. The results showed that the age of the lucky flower ornamental plant entrepreneur wa 43 years old, the educational level of the ornamental plant entrepreneur was 11 years, the business experience was 23 years, and number of dependents of the family amounted to 4 people. The profile of the ornamental plant business is the history of the business that was initiated since 1997, the business capital is 50 million, and the business scale of the ornamental plant enterpreneur, including the small business scale. The average production of roses is 500/month, jasmine is 300/month, and aglaonema is 150/month. The cost of production of ornamental plants obtained roses Rp.13.374.217.month, jasmine Rp.9.076.21.217/month, and aglaonema Rp.5.528.217/month. Gross income earned in this business rose Rp.9.000.000/month, jasmine interest Rp.6.000.000/month, and aglaonema Rp.3.750.000/month. The net income earned by roses is Rp.4.374.217/month, jasmine interest is Rp.3.076.217/month, and aglaonema interest is Rp.1.778.217/month, and the RCR obtained is 1,49 roses, interest jasmine is 1,51 and aglaonema flower is 1,47, which means that the ornamental plant business is profitable and feasible to cultivate. There are two marketing channels for ornamental plants and 8 marketing functions carried out in Tangkerang Tengah Village. The average marketing cost of ornamental plant used in channel I for roses is 140.00/polybag, jasmine flowers is 233.34/polybag, and aglaonema flowers is 466.66/polybag. And in channel II, roses are 257.15/polybag, jasmine flowers are 300/polybag, and aglaonema flowers are 360.00/polybag. The most profitable marketing efficiency in channel II is roses by 1,07%, jasmine flowers by 1,20%, and aglaonema flowers by 1,13% and in channel I, roses by 1,08%, jasmine flowers by 1,56%, and aglaonema interest of 2,33%.

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