SUHERI, SUHERI (2025) STRATEGI PENGEMBANGAN USAHA SALAI LELE DI KELURAHAN AIR DINGIN KECAMATAN BUKIT RAYA KOTA PEKANBARU (Studi Kasus Usaha Sedap Bakat). Other thesis, Fakultas Pertanian.

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Abstract

Catfish salai business is a popular business because the need for catfish never decreases because the level of public consumption of catfish is always increasing, the community's need for catfish shows that the opportunities in this business can still grow to be bigger, one of which is to optimize the business development process. This study aims to analyze: (1) Characteristics and profile of catfish salai business, (2) Analysis of catfish salai business development production technology, production process, cost, income, profit and efficiency, (3) Catfish salai business development strategy. This research was conducted in the village of air dingin sub-district bukit raya pekanbaru city (Case Study of Sedap Bakat Business) February 2025 to July 2025. The method used in this research is the survey method. The selection of respondents was done intentionally (purposive). Data analysis was carried out with qualitative descriptive statistical analysis, quantitative analysis, as well as SWOT and QSPM analysis. The results showed: (1) The characteristics of entrepreneurs are in the productive working age group, namely 49 years, 17 years of education, 15 years of business experience, 3 family dependents. The business profile of salai lele sedap bakat was established in 2010. The scale of business conducted is a micro business. The number of workers in the processing process amounted to 3 people. (2) Analysis of salai lele sedap bakat business consists of: The production technology of salai lele sedap bakat business used includes: scales, knives, wheelbarrows, gloves, basins, wire nets, label machines and plastic pedals. The processing process starts from selecting raw materials, weeding and washing, arranging fish, smoking fish, cooling fish, weighing, packaging and labeling. Production costs obtained amounted to Rp 2.537.810 / day, gross income obtained by catfish salai entrepreneurs as talented as Rp 3,080,000 / day, obtained RCR (Revenue Cost Ratio) of 1.21 (3) The development strategy of catfish salai business in the air dingin village, bukit raya sub-district, pekanbaru city. The priority strategy that can be done is to improve marketing management and production technology to be the main strategy that needs to be done to overcome traditional limitations and increase the competitiveness of catfish salai business in the midst of similar competitors

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