Rusadi, Imbran (2023) Strategi Pemasaran Usaha Pisang Goreng Kipas Kuantan-ii Dikelurahan Sekip Kecamatan Limapuluh Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Business Marketing Strategy for Kuantan Fan Fried Bananas-II in Skip Village, Lima Puluh District, Pekanbaru City, Riau Province (Case Study on Kuantan Fan Fried Bananas-II), Advisor Mr. Dr.Fahrial,SE,SP,ME. To run the Kuantan-II fan fried banana business, entrepreneurs face a number of problems including the use of simple technology and the many similar competitors so that it will have a low profit impact for entrepreneurs. This research aims to analyze: (1) the characteristics of entrepreneurs and employees and business profiles of bananas, (2) channels and institutions, functions, costs, margins, efficiency, (3) marketing strategy for fried banana fans, research methods using survey methods in Kelurahan Sekip Lima Puluh District in December 2019 to February 2020. Analysis is descriptive qualitative and quantitative analysis. (1) The research results show that entrepreneurs are 51 years old and their employees are of productive age, the average is 23.74 years. The entrepreneur's education level is 12 years (SMA), and the average employee education level is 11.52 years (SMP), the number of dependents of the entrepreneur's family is 3 people and the average employee is 2 people. (2) Institutions and marketing channels involved in marketing fried banana fans in entrepreneurs and retailers, marketing functions involved in marketing in the sales function, purchasing function, transportation function, capital function and market information. Meanwhile, in marketing financing, the entrepreneur's selling price is 3000/pc, transportation costs are 24.41, loading and unloading costs are 5.42, packaging costs are 6.78, margins are 1000 and marketing efficiency is 3%. The 7 P's of the strategy applied are (product, price, place, promotion, people, physical evidence and process).

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