Analisis Pemasaran Coco Jelly (Kasus Pada Usaha : Coco Jelly Di Kota Pekanbaru Provinsi Riau

Pitra, Muhamad Aydil (2022) Analisis Pemasaran Coco Jelly (Kasus Pada Usaha : Coco Jelly Di Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

Text 144210154.pdf - Submitted Version Download (1MB)

Abstract

(1) the characteristics of entrepreneurs, and the business profile of Coco Jelly in Pekanbaru City. (2) The marketing system is related to marketing institutions, marketing channels, marketing functions, marketing costs, marketing profits, marketing margins, farmer's share and marketing efficiency of Coco Jelly in Pekanbaru City. The research method uses a survey method. The data were analyzed descriptively qualitatively and quantitatively. This research was conducted from November 2020 to April 2021. The results of the study showed the characteristics of entrepreneurs 1) The entrepreneur is 32 years old with a bachelor's degree in Economics, the number of dependents in the family is 2 people. The entrepreneur has 5.8 years of business experience with coconut jelly “Coco Jelly” starting in 2015, has 3 employees who have worked for 6 months, business capital from the owner of his own business. The results of the marketing analysis of the coconut jelly business have two marketing channels, namely consumers can directly get products directly at sales stores such as fruit markets and consumers can order products from coconut jelly owners. The price of coconut jelly is Rp. 25,000 and for now the promotion is only done through bazaars and word of mouth. The technical and production aspects are using machetes, cormorants, and tools. At one time the production produces ±200. Aspects of management and human resources, namely the ownership of the business is an individual, and only has three employees. The results of the calculation of marketing costs in channel I are 0.425 while channel II is 0.167, meaning that channel II is more efficient than channel I. Meanwhile, the marketing margins for channel I and II have the same margin of 5,000. Channel I marketing profit earned a profit of 2,450 and channel II of 4,500. Farmer's Share channel I and II by 80%. The marketing efficiency of channel I is 0.02 and channel II is 0.01. This indicates that channel II is more efficient than channel I.

Actions (login required)

View Item