Herlangga, Rizki (2023) Analisis Usaha Agroindustri Dan Strategi Pengembangan roti merk Gandum pada Pt Rotte Ragamrasa Cabang Bukit Barisan Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

The bread business is a business that has begun to be widely run because the community's consumption needs for bread are always increasing. The community's need for bread shows that the opportunities in this business can still grow to be bigger, one of which is by optimizing the agroindustry process and making a development strategy. This study aims to analyze: (1) Characteristics of entrepreneurs and business profiles of wheat bread, (2) Analysis of wheat bread agroindustry business production technology, use of production factors, costs, revenues, profits, efficiency, and value added, (3) Business development strategy Rotte Bakery wheat bread brand. The method used in this research is the survey method. The selection of respondents was done intentionally (purposive). This research was conducted in Tenayan Raya District, Pekanbaru City, Riau Province from February to July 2023. Data analysis was carried out by qualitative descriptive statistical analysis, quantitative analysis and hayami method, as well as SWOT and QSPM analysis. The results showed: (1) The characteristics of entrepreneurs are in the age group of 41 years and the age of employees with an average age of 22 years, the entrepreneur's education level is 17 years and the average employee's education level is 12 years, the entrepreneur's business experience is 6 years and the employee's experience is an average of 1 year, the entrepreneur's family dependents are 3 people and family dependents in employees there are no dependents. PT Rotte Ragam Rasa wheat brand bread agro-industry business profile was established on April 28, 2016. The scale of business carried out is a small business. The number of workers in the processing process amounted to 6 people. (2) Analysis of wheat brand bread agro-industry business consists of: Wheat brand bread production technology which includes: kneading, weighing, thinning, developing bread dough, baking / oven, cooling, packaging, bread display. Use of production factors which include: use of tools, raw materials, supporting materials. Production costs are obtained at Rp 194,623 / day, gross income obtained by wheat brand bread entrepreneurs in Tenayan Raya District is Rp 232,500 / day, obtained RCR (Revenue Cost Ratio) of 1.20. (3) Based on the IE matrix analysis, this wheat brand bread agroindustry business is in quadrant 1. The strategies obtained in the SWOT analysis: 1) Increase the excellence of wheat brand bread products by doing new creativity and innovation. 2) Maintain and increase customer satisfaction through consistency in quality, variety, and innovation of wheat brand bread products. Based on the QSPM matrix of wheat brand bread agroindustry businesses, the top priority strategies are: Increase the excellence of wheat brand bread products by carrying out new creativity and innovation.

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