Analisis Usaha Dan Bauran Pemasaran Kerupuk Kulit Kabita Di Kelurahan Sidomulyo Barat Kecamatan

Isrfansyah, Putut Dwi (2023) Analisis Usaha Dan Bauran Pemasaran Kerupuk Kulit Kabita Di Kelurahan Sidomulyo Barat Kecamatan. Other thesis, Universitas Islam Riau.

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Abstract

Utilization of RPH waste is one of the agro-industrial businesses, namely the cow skin cracker business. This study aims to analyze: (1) the characteristics of entrepreneurs and business profiles (2) production processes, production technology, production costs, production, income, efficiency and BEP, (3) marketing mix. The method used in this study was a survey method in the Kabita cowhide cracker business in Tuah Karya Village, Tampan District, Pekanbaru City, carried out from February to July 2022. Data analysis was descriptive qualitative and quantitative. The results showed 1) Characteristics showed that farmers and workers were of productive age, the length of education of entrepreneurs and workers belonged to high school, namely 12 years, the average farmer experience was 1-5 years, the number of dependents of farmer families was on average 1-2 people . The Kabita cowhide cracker agro-industry business is classified as a small industrial business. 2) The production process for Kabita leather crackers is carried out traditionally, starting from washing the raw materials, cleaning the fur, drying the sun and turning them into cowhide crackers. Total variable costs of Rp. 9,479,000 Per production process. The total fixed cost is Rp. 69,655/production process. Cowhide crackers produced in one production process is 159.60 kg per production process. Entrepreneur's gross income is Rp. 17,556,000. While the net income is Rp. 8,027,891 / Production Process The value of Return Cost Ratio (RCR) obtained in the cowhide cracker agro-industry is 1.85.3) The marketing mix carried out by the Kabita Leather Cracker Business is using several existing marketing mix systems including, product, price and distribution, and promotions. Products are made with a variety of quality with a variety of brand choices, while the price is determined, namely the price is adjusted to the quality of the goods, if the goods are of high quality, the price is high or vice versa, and the distribution is carried out directly and directly, this is done in order to make it easier for consumers to reach existence. While promotion is carried out by making name signs and also labels or brands affixed to each package of skin crackers, in order to make it easier for consumers to recognize the skin crackers produced by Kabita.

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