CD Skripsi

Rantai Pasok Pemasaran Udang Galah (Macrobrachium Rosenbergii) Di Tpi Teratak Buluh Kabupaten Kampar Provinsi Riau

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Marketing is a crucial aspect in the distribution process of goods or products owned by a company. Giant freshwater prawn (Macrobrachium rosenbergii) is a freshwater fishery commodity with high economic value and increasing market demand both domestically and internationally. To capitalize on this potential, the government has managed and developed the marketing of giant freshwater prawn, one of which is through the establishment of a fish auction site in Teratak Buluh Village, Kampar Regency, Riau Province. This study aims to analyze the supply chain of giant freshwater prawn marketing at the TPI in Teratak Buluh through an analysis of marketing channels, marketing performance, and marketing efficiency. The research method used is a survey with a census technique for fishers, collectors, and agents, and accidental sampling for consumers. Data were collected through interviews, observation, and documentation, and analyzed using the Food Supply Chain Networking (FSCN) and Supply Chain Operation Reference (SCOR) approaches. The results show two main marketing channel patterns: a two-level channel (fisher–agent–consumer) and a three-level channel (fisher–collector–agent–consumer). The marketing performance analysis based on the SCOR model includes five attributes: Reliability measured by Perfect Order Fulfillment (POF); Responsiveness through Order Fulfillment Cycle Time (OFCT); Agility through flexibility indicators; Cost through Total Supply Chain Cost (TSCC); and Asset through Cash to Cash Cycle Time (CTCCT) and Inventory Days of Supply. Marketing efficiency is measured by comparing the ratio of marketing costs to product value, indicating that channels with fewer intermediaries tend to be more efficient. Factors affecting efficiency include distribution distance, transportation costs, and the number of actors involved.

Keywords: Giant Freshwater Prawn, Marketing Management, Teratak Buluh, FSCN,
SCOR

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2004112441

Penerbit

Pekanbaru : Universita Riau – Fakultas Perikanan Dan Ilmu Kelautan – Sosial Ekonomi Perikanan., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2004112441

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

SOSIAL EKONOMI PERIKANAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Vina

Versi lain/terkait

Lampiran Berkas

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