Aulia, Rafika Putri (2024) Analisis Usaha Agroindustri dan Marketing Mix pada Usaha Tahu di Kecamatan Kateman Kabupaten Indragiri Hilir Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Tofu agro-industry products have high market demand, but limited availability of raw materials to meet business needs. This causes high market competition in meeting raw material needs. This condition is a problem for entrepreneurs. In addition, entrepreneurs must also compose in marketing these tofu agroindustri products by creating a 7P marketing mix strategy so that they can compete in the market until now. This research aims to analyze: (1). Characteristics (entrepreneurs, workers, traders and customers) and business profile of the tofu agro-industry, (2). Tofu agro-industry business (raw materials, supporting materials, production technology, production process, production costs, selling prices, income, efficiency and added value), and 3). Marketing mix used by Pak Bandi's tofu agro-industry business. Survey method research was used, which located in Air Tawar Village, Kateman District, Indragiri Hilir Regency, starting from February to July 2023. The data analyzed was conducted by descriptively quantitatively, qualitatively, and using the Hayami and Likert scale methods. The results show: (1) the characteristics of entrepreneurs are in productive age, education level was 9 years, business experience was 14 years, and four family size. The average workforce was in productive age, has an education level was 7 years, business experience was 2.5 years, and has two family responsibilities. The average age of traders and customers were 42 and 40 years, education level was 12 years, business experience was 11 and 8 years, and the number of family size was 4 people. This tofu business has been running for 14 years, on a micro business scale, equity capital sources, and employs 4 workers. (2) Use of raw materials for soybeans was 3,750 kg/month, use of ingredients (24 bottles of vinegar/610 ml, 200 cubic meters of water) and other inputs was 180 liters of diesel, 12 cubic meters of firewood, and 2 pcs of plastic wrapping)/month. Production cost was Rp. 57,468,000/month, with tofu production was 14,175 kg/month with a selling price of IDR 11,000/kg. Gross income of Rp. 155,925,000/month and net income of Rp. 72,891,719/month. Business efficiency was 1.88. The added value obtained was IDR 25,855/kg and the profit was 86.03%. (3) The marketing mix used to market tofu products is 7P with sub-indicators and statements as determinants of marketing mix. The 7P marketing mix applied to the tofu agroindustri business has been implemented in the indicators of product, price, promotion, place, people, process, and physical evidence to traders and customers. Entrepreneurs also get some input on several indicators, with product, promotion, place, and process to applied for future strategies.

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