Analisis Pemasaran Ikan Lele Di Kelurahan Tebing Tinggi Okura Kecamatan Rumpai Pesisir Kota Pekanbaru

Syah Wardi L, M Dian (2022) Analisis Pemasaran Ikan Lele Di Kelurahan Tebing Tinggi Okura Kecamatan Rumpai Pesisir Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

In short the marketing of catfish can affect the high and low prices at the end consumer level. This study aims to (1) determine the characteristics and business profile (2) analyze the marketing of catfish. This research was conducted for 6 months starting from February to July 2022. The method used is a survey method. Samples were taken as many as 11 people using the census method. Data were analyzed descriptively qualitatively and quantitatively. The results of the study show that the age of entrepreneurs, agents and retailers in the study area is classified as productive, namely under 65 years. The education level of entrepreneurs at the SMA level is 3 people and the SMP has a total of 2 people, the education levels of agents and retailers are the same as high school education. The business experience of catfish entrepreneurs is an average of 2 years, an average of 3 years for agents, while an average of 5 years for traders. The average number of dependents of the entrepreneur's family is 4 people, the average agent is 3 people, the average retailer is 3 people. The business scale is classified as small scale with the amount of initial capital used by entrepreneurs of Rp. 63,000,000, agent capital of Rp. 143,333,333, the retailer's capital is Rp. 18,333,333. the average use of the number of workers owned by entrepreneurs is 2 people, 1 person for agent workers, 2 for retail traders. Catfish marketing is marketed through three channels, namely, channel I: entrepreneurs to agents, channel II: entrepreneurs to retailers, channel III: entrepreneurs to consumers. Entrepreneurs carry out exchange functions, namely sales, then facilitating functions, namely standardization and grading, risk sharing, capital, and market information. agents carry out all marketing functions, while retailers also carry out all marketing functions. The average total marketing costs incurred on channel I is Rp. 237.71, for channel II is Rp. 232.15, channel III has no fees. The average margin for marketing agents is Rp. 2,500/kg and for retailers, which is Rp. 5,000/kg. The average profit received by agents on channel I is IDR 2,262.29/kg, while retailers on channel II are IDR 4,767.85/kg. The difference in price (Farmer Share) received by channel I entrepreneurs is 65.91%. In channel II it is 77.27%, and channel III is 0%. The average marketing efficiency is 2.14 (%), meaning that if it is Rp. 100.00 the value of the product being marketed, the marketing costs on channel 1 are Rp. 2.14.

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