Jumaika. P, Oktasya Sri (2023) Analisis Pemasaran Tahu Sumedang Saiyo Di Simpang Kualu Kelurahan Tuah Karya Kecamatan Tuah Madani Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Marketing Analysis of Sumedang Tofu Saiyo at Simpang Kualu, Tuah Karya Village, Tuah Madani District, Pekanbaru, Riau Province, under the guidance of Dr. Ir. Ujang Paman Ismail, M.Agr. Sumedang tofu with the Saiyo brand is a processed soybean product produced at Simpang Kualu, Tuah Karya Village, Tuah Madani District, Riau Province. This study aims to analyze 1) The characteristics of entrepreneurs, traders and business profiles of tofu sumedang saiyo, 2) Channels, institutions and marketing functions of tofu sumedang saiyo, 3) Costs, margins, profits and marketing efficiency of tofu sumedang saiyo. This research was conducted at Simpang Kualu, Tuah Karya Village, Tuah Madani District, Pekanbaru City, Riau Province from January to March 2023. The method used in this study was a survey method. The data to be analyzed is processed in a qualitative descriptive and quantitative descriptive manner. The results of the research on the characteristics of entrepreneurs, workers and retailers are of productive age with an average age of 40.2 years, an average high school education, an average number of family dependents of 2 people and an average of 11 years of business experience. Business profile includes: business history, business scale, business capital. The history of Sumedang Saiyo tofu began in 2007, the scale of the Sumedang tofu business is classified as a small business scale and the use of labor comes from the family. The marketing agency for sumedang saiyo tofu in Simpang Kualu, Tuah Karya Village, Tuah Madani District, Riau Province is entrepreneurs, retailers and consumers. There are two marketing channels in the Sumedang Saiyo tofu business, marketing channel I, namely entrepreneur - retailer - consumer and channel II, namely entrepreneur - consumer. The marketing functions performed by entrepreneurs are the processing function, the packaging function, the sales function, the financing function, the risk sharing function and market information. The marketing functions performed by wholesalers are selling, purchasing, transporting, packaging, financing, risk-bearing and market information functions. What consumers do is the function of purchasing and financing. Marketing costs for sumedang tofu with the Saiyo brand on marketing channel I is Rp. 350 and on channel II is Rp. 0. Marketing margin on marketing channel I is Rp. 1,931 and on channel II is Rp. 0. Marketing profit on channel I is Rp. 650 and on channel II of IDR 1,781. Marketing efficiency in channel I was 1.85% and channel II was 11.87%. Based on the research results, the more efficient marketing channel is marketing channel II, because the profit margin on marketing channel II is bigger than channel I and costs less. Keywords: Sumedang Tofu, Marketing, Saiyo.

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