Strategi Pemasaran Ikan Salai Di Desa Kesuma Kecamatan Pangkalan Kuras Kabupaten Pelalawan

Oskarlina, Nia (2022) Strategi Pemasaran Ikan Salai Di Desa Kesuma Kecamatan Pangkalan Kuras Kabupaten Pelalawan. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze: (1) Characteristics of the perpetrators and profile of smoked fish business in Kesuma Village, Pangkalan Kuras District, Pelalawan Regency (2) Production costs, production, income and efficiency of smoked fish business (3) Marketing mix strategy of current smoked fish business at the moment. (4) Recommending future smoked fish business marketing strategi. This research was conducted for 6 months starting from November 2021 to April 2022. Respondents were taken by census, consisting of 11 entrepreneurs, 4 traders and 5 consumers. The data used are sourced from primary data and secondary data. The analytical method used consists of quantitative and qualitative descriptive analysis, SWOT analysis and QSPM. The results showed that the average entrepreneur was in the productive age group, namely 47.18 years, the average entrepreneurial education level was 7.72 years, the business experience possessed was 10.28 years and the number of dependents owned by the family averaged 2 souls. The production cost of the smoked fish business per week for this type of fish is an average of Rp. 183,875.89, the use of raw materials from the catch on average per week is 11.36 kg, the production of smoked fish is 2.27 kg, with a selling price of Rp. 250,000.00/kg gross income is Rp. 568,181.82 and a net income of Rp. 384,305.92 and RCR of 3.09. As for the smoked fish type pimping the average production cost per week is Rp. 243.979.88 with the use of raw materials an average of 22.27 kg per week Pimping smoked fish production is 4.45 kg, with a selling price of Rp. 100,000.00/kg gross income is Rp. 445,454.55 and a net income of Rp. 201,474.66 and RCR 1.83. Seeing the current marketing conditions through the marketing mix shows that entrepreneurs are currently constrained by fluctuating supply of raw materials and are still focused on one market location in the product marketing process. Then the results of the SWOT analysis show that the business is in quadrant I, namely the SO strategy with alternatives to increase the quality and quantity of products offered, cooperation with restaurants so that the market share is wider and the addition of variants of the type and size of the product. While the priority strategy that has the highest level of attractiveness is the SO strategy, namely increasing the quality and quantity of products offered (STAS:5,30).

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