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Strategi Pengembangan Pemasaran Usaha Pembesaran Ikan Lele di Kota Pekanbaru Provinsi Riau

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The catfish growing business in Pekanbaru City has several problems, ranging from a decrease in input quality, price manipulation by middlemen to distribution or marketing that has not been maximized. The purpose of this study was to analyze (1) the characteristics of entrepreneurs and business profiles (2) enlargement techniques, use of production factors, production costs, production, income, Break Even Point (BEP) and business efficiency (3) marketing development strategy. The analytical method used is a survey method in the city of Pekanbaru. The analysis used is qualitative and quantitative. The results showed that the average entrepreneur is 39 years old (productive), the average education is high school, with an average of 11 years of business experience, and the average number of dependents of an entrepreneur is 3 people. The business scale is micro because almost all entrepreneurs sell under IDR 300,000,000.00 annually. The average pool area is 241 m2, and the average number of permanent workers employed is 2 people, while the average number of casual daily workers is 2 people. The production process used by entrepreneurs is a conventional technique, the production factor used is in the form of 330,800 fish seeds/year with a size of 3-5 cm at a price of IDR 90/head, the cost of catfish feed/pellets is 31,426 kg/year at a price of IDR 10,200. the average cost of medicines is IDR 69,200, the cost of freelance daily labor is 13 people with a wage of IDR 100,000/harvest, and the use of electricity is 9,540,000/year. The total catfish production in Pekanbaru city is 59,516 kg/year or valued at IDR 892,740,000/year. The RCR value is 2.14. The results of the analysis using the IE matrix, the catfish enlargement business in Pekanbaru city is in cell I. The recommended strategy that can be used to develop catfish marketing in Pekanbaru city is a growth and development strategy by utilizing ponds/yards for fish nurseries, creating a catfish processing industry, and improve quality and maintain business processing management.

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Detail Information

Call Number

658.8 Bob s

Language

NPM

164210027

Publisher

Agribisnis : Universitas Islam Riau., 2023

Keyword(s)

Manajemen Pemasaran

Other Information

Petugas

Uthi Kurnia

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