Analisis Usaha dan Pengembangan Pemasaran Agroindustri Bengkuang Di Kota Padang Provinsi Sumatera Barat (Studi Kasus Usaha Rajo Bengkuang)

Ruzi, Ledy Amelia (2020) Analisis Usaha dan Pengembangan Pemasaran Agroindustri Bengkuang Di Kota Padang Provinsi Sumatera Barat (Studi Kasus Usaha Rajo Bengkuang). Other thesis, Universitas Islam Riau.

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Abstract

Yam is a type of fruit that has a variety of benefits. One of the areas that produce jicama plant is Padang City. The research objective is to analyze the characteristics of business actors and business profile, costs, production, income, efficiency, break even point (BEP), business value added, and marketing development strategies. This research uses a case study method in the Rajo Bengkuang business located in Padang City. Respondents consisted of 4 business people and 14 consumers. Analysis of the data used is descriptive qualitative, value added analysis and SWOT. The results showed that the age characteristics of business operators were 41 years, the average age of workers was 28.5 years. Education for business people is 14 years with an average of 8 years of business experience, and has an average number of dependents of 1 person. Production costs used are fixed costs Rp.5,080,740 per month, variable costs Rp.3,134,000 per month, income of Rp. 2,1148,000 with an efficiency of 2.5 which means Rajo Bengkuang business to be cultivated. The results on the SWOT matrix business is in quadrant I namely SO strategy (strengths and weaknesses), this strategy means profitable for businesses, because it has the strength consisting of products can be used as souvenirs, the presence of trademarks, have a good workforce in marketing products, giving discounts at the time of product purchase, and cooperationwithatravelagent.

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