Analisis Usaha Agroindustri dan Bauran Pemasaran Fillet Ikan Patin CV. Graha Pratama Fish Kecamatan XIII Koto Kampar Kabupaten Kampar Provinsi Riau

Suwanda, Suwanda (2024) Analisis Usaha Agroindustri dan Bauran Pemasaran Fillet Ikan Patin CV. Graha Pratama Fish Kecamatan XIII Koto Kampar Kabupaten Kampar Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Agroindustry is an agribusiness sub system that processes raw materials from the agricultural sector for increase added value and create employment opportunities. The aim of this study to analyze: 1) Characteristics of entrepreneurs and fish fillet agro-industry business profiles catfish; 2) Use of raw materials, supporting materials, use of labor, technology processing as well as process production processing fillets fish catfish, Cost production, production, price, income, efficiency And mark plus agro industry fillets fish catfish; 3) Marketing Strategy using the marketing mix. This research was conducted using a purposive sampling method in CV cases. House Pratama fish Koto Mesjid Village, XIII Koto Kampar District, Kampar Regency during 6 (six) months from March 2023 to September 2023. The data collected consists of from primary and secondary data. The research results show that (1) the entrepreneur's age is 61 year. Education level 18 years (S2). 11 years of business experience, and the number of dependents in the family is 4 people. The scale of the agro-industry business for processing catfish fillets is a micro scale business. (2) Use of raw materials for catfish is 350 kg/production process with a total production of 330 Kg/process. The technology used is semi-modern and simple. Gross income per production process IDR 17,450,000. Net income per production process IDR 7,069,164 with an RCR value of 1.68 and added value obtained as big as IDR 4,878/Kg. (3) The marketing mix includes diverse and quality products in terms of price, discounts and special discounts, promotions referring to advertising and direct marketing, adequate places including marketing channels, marketing coverage, adequate supplies and affordable transportation, people (people) consisting of founders, employees and services, Physical Evidence (physical form) recommended, as well as service and delivery processes as well as complaints that are handled well and friendly.

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