Kartika, Amelia (2026) Agroindustri dan Strategi Pengembangan Usaha Kerupuk Kulit Sapi Mak Kaling Di Kelurahan Tangkerang Tengah Kecamatan Marpoyan Damai Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Mak Kaling beef skin cracker business is one of the agroindustrial enterprises that has developed quite well and has been operating since 2006 until the present. However, its further development still requires appropriate strategies to ensure sustainability and enhance competitiveness. This study aims to: (1) identify the entrepreneur‘s characteristics and profile of the Mak Kaling beef skin cracker agroindustry in Tangkerang Tengah Village, Marpoyan Damai Subdistrict, Pekanbaru City; (2) analyze the business performance of the Mak Kaling beef skin cracker agroindustry; and (3) formulate a development strategy for this enterprise. The research was conducted over six months, from October to March, using a survey method focused on the Mak Kaling beef skin cracker business in Tangkerang Tengah Village. Both primary and secondary data were collected and analyzed.The results indicate that the entrepreneur is 32 years old on average, holds a senior high school education level (11 years of schooling), has 8 years of business experience, and supports two family dependents. Total production cost per production cycle amounts to IDR 3,224.534, yielding 48,50 kg of beef skin crackers sold at IDR 150,000/kg. This generates a gross income of IDR 7,275,000 and a net income of IDR 4,050,466 per cycle. The benefit-cost ratio (R/C ratio) of 2,25 confirms that the business is economically efficient and profitable, with a value-added of IDR 67.271 per kilogram. SWOT analysis yielded an internal factor score of 3.07 (strengths = 2.58; weaknesses = 0.49) and an external factor score of 2.96 (opportunities = 2.37; threats = 0.59), positioning the business in Quadrant I (SO strategy). The priority strategy recommended is to maintain product quality while strengthening digital marketing efforts and establishing partnerships to expand distribution networks. This strategy received the highest STAS score of 6.82. Therefore, the Mak Kaling beef skin cracker business demonstrates strong potential for sustainability, provided it adopts more modern business management practices and leverages digital technology effectively.

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