Strategi Pemasaran Madu Hutan Sialang Di Desa Dundangan Kecamatan Pangkalan Kuras Kabupaten Pelalawan Propinsi Riau

Saputra, Medi and Vaulina, Sisca Strategi Pemasaran Madu Hutan Sialang Di Desa Dundangan Kecamatan Pangkalan Kuras Kabupaten Pelalawan Propinsi Riau. Jurnal Agroteknologi Agribisnis dan Akuakultur, 3 (2). pp. 80-90. ISSN 2807-2960

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Abstract

Dundangan Village, Pangkalan Kuras District, Pelalawan Regency is a village that has sialang forest honey production. Sialang forest honey is a source of income for the local community. The aims of the study were to analyze: (1) the characteristics of farmers and traders of sialang forest honey, (2) production technology and production process of sialang forest honey (3) costs, production, income, and business efficiency of sialang forest honey, and (4) marketing strategy of sialang forest honey. This study used a survey method, from January to June 2020. Sampling was taken by census, consisting of 5 forest honey farmers and 10 forest honey traders. Data analysis was in the form of qualitative and quantitative descriptive analysis. The results showed: (1) the productive age of forest honey farmers is 41-46 years, 9 years of education, 19 years of farming experience and 4 family members. Forest honey traders are 41-46 years old, 12 years of education, 7 years of business experience and 4 family members. (2) The production process is carried out simply and the production technology is still traditional. (3) The average production cost of sialang forest honey is IDR 1,517,838/month, forest honey production is 72 Kg/month, revenue is IDR 7,200,000/month, profit is IDR 5,682,162/month, and business efficiency is 4.74. It means is efficient and feasible to develop. (4) The marketing strategy undertaken is still not optimal, as seen from the product, price, place, and promotion.

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