Sari, Yuliana Marta (2023) Strategi Pengembangan Pasar Untuk Meningkatkan Kualitas Produk Umkm Talam Durian Nadira Napoleon Pekanbaru. Masters thesis, Universitas Islam Riau.

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Abstract

With this uniqueness and cultural diversity, it becomes an opportunity in the culinary business sector. From the list of products available at Nadhira Napoleon Pekanbaru, you can see the wide variety of products provided. Interestingly, Nadhira Napoleon does not only focus on souvenirs typical of Riau, but also provides souvenirs typical of other areas that are considered to be in demand by consumers. The purpose of this research is how is the market development strategy to improve the product quality of UMKM Talam Durian Nadira Napoleon Pekanbaru. The method used is descriptive and quantitative; The sample is as many as 26 people. Data collection techniques through observation, questionnaires, interviews and documentation as well as descriptive data analysis through a quantitative approach. The results of this study are the driving factors for efforts to develop the durian Talam production business for UKM Nadira Napoleon Pekanbaru City, including: the distinctive taste of Talam durian Production for UKM Nadira Napoleon, availability of labor, availability of raw materials for production, availability of large processing areas, increased interest and purchasing power local communities, regional autonomy that gives the region discretion to develop Small and Medium Enterprises (SMEs), there is support from the Pekanbaru City Regional Government and also companies/private companies in efforts to develop SMEs, Increased purchasing power of consumers outside the region and easy access to product marketing. Factors inhibiting the development of the Talam durian production business for UKM Nadira Napoleon Pekanbaru City include: the emergence of similar types of businesses, lack of product innovation, unstable prices of basic commodities, increased transportation costs in product marketing, government regulations regarding SMEs which are always changing. Strategies that must be carried out in efforts to develop the Talam durian production business for UKM Nadira Napoleon Pekanbaru City include: utilizing support from the Regional Government and the private sector to develop product marketing to a wider marketing area both on a national and international scale, increasing cooperation with Regional Governments in manpower development and training activities as well as capital assistance and assistance with more modern equipment.

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