Yani, Lisda (2023) Strategi Pemasaran Ikan Salai Selais Di Desa Tanjung Medan Kecamatan Tanjung Medan Kabupaten Rokan Hilir Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Marketing Strategy of Selais Smoked Fish in Tanjung Medan Village, Tanjung Medan District, Rokan Hilir Regency, Riau Province, Under The Guidance Of Hajry Arief Wahyudy, S.P., M.M.A Jams have experienced marketing problems that have not been optimal, such as narrow marketing areas, limited marketing media, conventional marketing methods, and high transportation costs to potential markets outside the region. This study aims to analyze: 1) the characteristics of entrepreneurs and marketers of smoked Jamis, 2) institutions, channels, functions, costs, margins, farmer's share, and marketing efficiency of smoked jam, 3) marketing strategies for the smoked jam in Tanjung Medan Village, District Tanjung Medan, Rokan Hilir Regency. This research was carried out for 6 months starting from June 2022 to November 2022. The method used is a survey. The data used comes from primary and secondary data. The analysis used consisted of a qualitative quantitative descriptive analysis and a SWOT analysis. The results showed the characteristics of smoked fish entrepreneurs with an average age of 47.6 years, elementary education level, 15.5 years of business experience, and 3.2 people in the family. While the characteristics of traders with an average age of 44.6 years, junior high school education level, 7.4 years of business experience, and a family of 3 people. Marketing costs for the salai fish business in a channel I amounted to Rp. 14.500 or Rp. 650 per kg and channel II was Rp. 1.064,500 or Rp. 7.650 per kg. The marketing margin for the smoked fish business is IDR 60.000 or 18.75%. Farmer's share of the smoked fish business on channel I was 81.25% and on channel, II was 74.29%. Marketing efficiency in the smoked fish business is 0.20%. The results of the SWOT analysis on the salai marmalade business obtained coordinates (1.04: 0.66) where the coordinates are located in quadrant I (one), namely the SO strategy (Strengths and Opportunities). This strategy shows a very profitable situation for the smoked fish entrepreneur.

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