Khadijah, Vidia (2026) Analisis Usaha Pemasaran dan Keputusan Konsumen Dalam Pembelian Telur Asin Di Kecamatan Tuah Madani Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Agroindustry is one of the agricultural subsystems that plays a role as an agricultural product processing industry, one of which is the salted egg industry in Tuah Madani District, Pekanbaru City. The purpose of this study is to analyze: 1. Characteristics of entrepreneurs and profiles of salted egg agroindustry businesses in Tuah Madani District, Pekanbaru City; 2. Agroindustry businesses and marketing of salted eggs in Tuah Madani District, Pekanbaru City; 3. Factors that determine consumer decisions in purchasing salted eggs in Tuah Madani District, Pekanbaru City; 4. Marketing strategies for salted eggs in Tuah Madani District, Pekanbaru City. This study was conducted for 6 months, from May to October 2025. It was conducted using a survey method involving 10 salted egg entrepreneurs by census, 2 retail traders, and 75 salted egg consumers. Consumer data were analyzed using Exploratory Factor Analysis (EFA). The results show that the average age of salted egg entrepreneurs in Tuah Madani District, Pekanbaru City, is between 30-59 years with an average of 47.2 years old (productive). The average length of education is 10.2 years. Family dependents are 3.4 people. Salted egg production activities still use simple technology. The cost of salted egg production is Rp766,438 per production process (PP), with a production of 17 kg per PP, gross income of Rp1,441,600 per PP, and net income of Rp675,162 per PP, with an efficiency of 1.88. The added value of salted eggs is Rp41,486.22 per kg. The salted egg marketing channel consists of 2 channels. Channel I involves entrepreneurs and retailers. Channel II involves entrepreneurs and consumers directly. There are 9 marketing functions: product procurement, sales, purchasing, transportation, storage, packaging, market information, risk bearing, and financing. The marketing cost for channel I is Rp4,993 per kg, while for channel II it is Rp5,067 per kg. The marketing margin for channel I is Rp24,000 per kg, and for channel II, it is Rp50,915 per kg. The marketing profit for channel I is Rp19,007 per kg, and for channel II, it is Rp45,849 per kg. The efficiency of channel I is 5.2%, and for channel II, it is 5.3%. In terms of marketing efficiency, channel I is more efficient than channel II. The farmer share for channel I is 75%, while for channel II it is 100%. The factors influencing the decision to purchase salted eggs are represented by one factor encompassing nine attributes: flavor variety, hygienic packaging, egg texture, affordable price, physical condition of the eggs, odor-free flavor, availability at regular stores, sales promotions, and brand image. Flavor variety is the most influential attribute in consumer purchasing decisions for salted eggs. Marketing strategies include adding various flavors such as smoked, grilled, garlic, and spicy.

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