Analisis Strategi Pengembangan Pemasaran Keripik Singkong Di Kelurahan Sialang Rampai Kecamatan Kulim Kota Pekanbaru (Kasus Pada Usaha Agroindustri Teguh)

Lestari, Fitri (2022) Analisis Strategi Pengembangan Pemasaran Keripik Singkong Di Kelurahan Sialang Rampai Kecamatan Kulim Kota Pekanbaru (Kasus Pada Usaha Agroindustri Teguh). Other thesis, Universitas Islam Riau.

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Abstract

Kulim District is one of the districts that produces processed cassava into cassava chips. Cassava Chips Business Teguh is one of the small business actors that focuses on the food industry, namely cassava chips, but there needs to be development in marketing activities to get higher profits. This study aims to analyze: (1) Characteristics of entrepreneurs and business profile of firm cassava chips (2) Internal and external factors in the marketing activities of firm cassava chips (3) Strategy of marketing development of firm cassava chips. The research method is a case study on the Teguh cassava chips business, in Sialang Rampai Village, Kulim District, Pekanbaru City. This research was conducted for 6 months from July 2021 to December 2021. Determination of respondents by census on 11 workers including entrepreneurs. The data used in this study were sourced from primary data and secondary data. The results of this study indicate that the age of the firm cassava chip entrepreneur is 50 years. This age can be classified into productive age, the entrepreneur's education level is 12 years equivalent to high school, the entrepreneur's experience is 12 years with a business capital of Rp. 800,000. with 5 family dependents. Teguh Cassava Chips was established in 2010 which is located in Sialang Rampai Village, Kulim District. In terms of internal factors, it can be seen that this firm cassava chips business already has strength in marketing development, namely it already has a halal certificate and business license and trademark which is one of the advantages of Teguh's business, while in terms of product marketing weaknesses it is still in the city of Pekanbaru and turnover. slow sales so that is the weakness of this firm cassava chips business. In terms of external factors, it can be seen that the opportunity for the development of online-based technology and information has become an opportunity for entrepreneurs where the business being run can be promoted through online media, competitors who provide low prices and changing consumer tastes are also a threat in running a chips business. this firm cassava. The strategy that will be applied to the marketing development of firm cassava chips is to use the S-O (Strength and Opportunities) strategy, namely developing locations and improving services to consumers, increasing the number of productions and expanding market reach in terms of online and offline as well as improving the marketing quality of a product by an affordable price.

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