KERAGAAN AGROINDUSTRI BERAS SIGER (KASUS DI AGROINDUSTRI TOGA SARI KABUPATEN TULANG BAWANG DAN AGROINDUSTRI MEKAR SARI KOTA METRO)
Abstract: The purpose of this
research are to determine the process of raw materials procurement that
correspond to six right(on time, right place, right quality, right quantity,
right type, and the right price), to analyze processing activities to make
income and added value of products, to determine the marketing mixin the
marketing activities of siger rice’s product, andto determine the role of supporting
services. This research uses a case
study method in Toga Sari Agro industryat Wira Agung Sari Village, Penawartama
Tulang Bawang and in Mekar Sari Agro industryat Margorejo Village, South Metro
Metro City. The research locations are chosen purposively by consideration of
comparing both agro industry based on the similarities and differences they
have. Data of this research was
collected on August 2015 – November 2015 and be analyzed by descriptive
analysis of quantitative and qualitative.
The result of this research showed that the sixth component of raw
materials procurement in Toga Sari Agro industry has been right, while in Mekar
Sari Agro industry there was one component, namely price, has not been right.
The income in Toga Sari Agroindustry was bigger than that of in Mekar Sari
Agroindustry. Both siger rice’s agro
industries were viable because they had positive added value and quite
favorable seen by the R/C ratio.
Marketing strategy of siger rice in both agro industries have been using
marketing mix. All of supporting services were utilized in Toga Sari and Mekar
Sari Agroindustry gave a positive role for the continuity of the production
activities.
Key words: agroindustry,
marketing, siger rice
Penulis: Sheila Fathia
Aldhariana, Dyah Aring Hepiana Lestari, Hanung Ismono
Kode Jurnal: jppertaniandd160889
