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Analisis Usaha dan Strategi Pemasaran Rengginang Ubi Kayu di Kecamatan Pasir Penyu Kabupaten Indragiri Hulu Provinsi Riau (Studi Kasus: Agroindustri Rengginang Ubi Kayu Bu Mar Ajis)

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The agricultural sector plays an important role in economic growth and is more focused on agriculture-based industries (agroindustries), such as the cassava rengginang agro-industry. The problems of Bu Mar Ajis' rengginang cassava agro-industry are fluctuating raw material prices, low production, use of traditional technology, and limited marketing. This study aims to analyze: 1). Characteristics of entrepreneurs and business profiles of cassava rengginang (2) Procurement of raw materials and supporting materials and production processes of cassava rengginang (3) production costs, production, income, efficiency, and added value of cassava rengginang; (4) Marketing strategy for cassava rengginang. The case study research method, the research period is 6 months starting from April-September 2022. The analysis used is qualitative and quantitative descriptive analysis. Research result; (1) Rengginang cassava entrepreneurs are in the unproductive age group of 68 years, the average age of workers is 42 years, and consumers are 40 years. The education level of entrepreneurs is 6 years, and the average education level for workers is 12 years, and consumers are 11 years. 37 years of business experience and 9 years of workforce. The number of dependents of the entrepreneur's family does not exist, the number of dependents of the families of workers and consumers is 3 people. This business was founded in 1985, the scale of the business is small, the first business capital is IDR 50,000 and the workers are 4 people. (2) the procurement of raw materials and supporting materials is obtained from farmers and traders in the market, the use of raw materials is 50 kg, and the most supporting materials are the use of cooking oil, namely 10 liters, the production technology still uses simple technology, the use of labor is 1.51 HOK, (3) The total production cost is IDR 601,878.73- per production process, the total production is 20 kg. Gross income of IDR 800,000.00-, net income of IDR 198,121.27-./ production process. Return Cost Ratio (RCR) value of 1.33. The added value is IDR 6,692,00-/kg. (4) the marketing strategy uses the 7 P marketing mix. The marketing strategy that can be carried out by entrepreneurs is by increasing product diversification, providing business location instructions, promoting using advertising, and managing the activity flow of the workforce.

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Detail Information

Call Number

Agribisnis 658.81 Noo a

Language

Indonesia

NPM

184210282

Publisher

Agribisnis : Universitas Islam Riau., 2022

Keyword(s)

Marketing Mix
Cassava Rengginang
Value Added
Business

Other Information

Petugas

Uthi Kurnia

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