Agro-Industry Business Analysis and Marketing Mix of Catfish Fillets Cv Graha Pratama Fish Sub-District XIII Koto Kampar District Kampar Province Riau

Abstract

Agroindustry is a sub-system of agribusiness that processes raw materials from the agricultural sector to increase added value and create employment opportunities. This study analyzes: 1) Characteristics of patin fish fillet agro-industry entrepreneurs and business; 2) The use of raw and supporting materials, labor, processing technology, as well as the production, production costs, prices, income, efficiency, and added value of catfish fillet agro-industry; 3) Marketing Strategy. This research was conducted using a purposive sampling method in the CV Graha Pratama cases in Koto Mesjid Village, XIII Koto Kampar District, Kampar Regency, for 6 months from March 2023 to September 2023. The data collection consists of primary and secondary data. The results showed that the entrepreneur is 61 years old and has post-graduate education, while having 11 years of business experience, and the number of family dependents is 4. The processed catfish fillet agro-industry business is considered a micro business scale. The use of catfish raw materials is 350 kg/production process, with a total production of 330 kg/process. The technology used is semi-modern and simple. Gross revenue per production process IDR 17,450,000. Net income per production process IDR 7,069,164 with an RCR value of 1.68 and added value obtained of IDR 4,878/Kg. The marketing mix includes Products sold, consisting of one variation of catfish fillets with a price range of 1kg Rp. 53,000, where entrepreneurs have a shop outlet called CV Graha Pratama Fish. Promotion from sellers directly to consumers by being able to come directly to CV Graha Fish outlets/stores in Koto Kampar Village, Business actors sell catfish fillets assisted by family members, physical evidence, namely catfish fillets, the process of buying and selling transactions between catfish fillet business actors and consumers.