ABSTRAK

Mutia Setiawati. 1610715320006. Saluran, Penampilan Pasar dan Strategi Pengembangan Usaha Pengolahan Ikan Patin (Pangasius Hypophthalmus) Studi Kasus Al-Khalifi Di Desa Bincau Kecamatan Martapura Kabupaten Banjar Provinsi Kalimantan Selatan dibawah bimbingan Emmy Lilimantik sebagai ketua pembimbing dan Ahmadi sebagai anggota pembimbing.

Penelitian dilaksanakan pada usaha pengolahan ikan patin Al-Khalifi Desa Bincau, Kecamatan Martapura, Kabupaten Banjar, Provinsi Kalimantan Selatan. Penelitian ini bertujuan menganalisis saluran pemasaran, penampilan pasar serta menganalisis strategi pengembangan usaha pengolahan ikan patin Al-Khalifi. Hasil penelitian menunjukkan bahwa terdapat 2 pola saluran pemasaran (Pola I : produsen  konsumen akhir; pola II : produsen  pedagang perantara  konsumen akhir). Penampilan pasar ditunjukkan dengan margin pemasaran yang cukup besar dimana keuntungan yang besar didapat dengan menggunakan saluran pemasaran langsung dengan keuntungan yang besar walaupun biaya pemasaran ditanggung oleh produsen. Hasil analisis SWOT berada di kuadran I yaitu expansion dengan strategi memanfaatkan izin produksi untuk mempermudah melakukan inovasi baru untuk menampilkan aneka diversifikasi produk sehingga dapat menarik minat konsumen terhadap produk, bekerja sama dengan pihak terkait seperti pedagang pengumpul dan meningkatkan daya tahan produk yang dihasilkan serta memberikan suntikan dana untuk memproduksi produk lebih banyak lagi, memanfaatkan bantuan dan dukungan dari pemerintah setempat berupa bantuan dana, bantuan pelatihan dan bantuan informasi kepada pelaku usaha pengolahan ikan patin akan memberikan informasi kepada masyarakat bahwa produk tidak menggunakan bahan Pengawet dan MSG sehingga dapat meningkatkan daya beli dan tingkat konsumsi ikan olahan karena produk yang dihasilkan aman untuk dikonsumsi.

Kata Kunci : saluran pemasaran, penampilan pasar, strategi pengembangan usaha, Al Khalifi

ABSTRACT

Mutia Setiawati. 1610715320006. Marketing Channel, Market Performance and Development Strategy of Catfish (Pangasius hypophthalmus) Processing Business: Case Study of Al-Khalifi in Bincau Village, Martapura Sub-District, Banjar Regency, South Kalimantan Province under guidance Emmy Lilimantik as main supervisor and Ahmadi member supervisor.

The research was conducted in Al-Khalifis catfish processing business in Bincau Village, Martapura Sub-District, Banjar Regency, South Kalimantan Province. This study aims to analyze the marketing channels, market appearance and develop Al-Khalifi's catfish processing business strategy. The results showed that there were two patterns of marketing channels (Pattern I: producer - end consumer; pattern II: producer - intermediary trader - end consumer). Market performance was indicated by a fairly large marketing margin where large profit received by the producer through a direct marketing channel although the marketing cost was borne by the producer. The SWOT analysis showed that the business was positioned in first quadrant. This business can be developed by utilizing production permits to make it easier to carry out new innovations to display a variety of product diversification so as to attract consumer interest in products, closely collaborating with related parties such as collector traders, to increase the durability of the resulting products and provide an injection of funds for producing more products, taking advantage of assistance and support from the local government in the form of financial assistance, training assistance and information assistance to catfish processing business actors will provide information to the community that products do not use preservatives and MSG so that they can increase purchasing power and fish consumption levels processed because the product is safe for consumption.

Keywords: marketing channels, market appearance, business development strategy, Al Khalifi