Strategi pemasaran benih ikan nila di UPR Tunas Harapan distrik Muratami Kota Jayapura

PRIHANTORO, Agustinus Agung, Prof. Dr. Ir. Masyhuri

2010 | Tesis | S2 Magister Manajemen Agribisnis

Penelitian ini bertujuan untuk memberikan sumbangan pemikiran dalam upaya peningkatan produksi, daya saing dan pemasaran benih ikan nila secara efektif, efisiensi dalam penggunaan input produksi untuk mendapatkan output produksi berupa benih ikan nila bersertifikasi di UPR Tunas Harapan yang memenuhi kriteria 7 (tujuh) tepat seperti yang dipersyaratkan, yakni : tepat jenis, waktu, mutu, jumlah, tempat, ukuran dan tepat harga. Metode analisis yang digunakan dalam penelitian ini adalah analisis kelayakan usaha, analisis regresi serta analisis SWOT. Hasil analisis kelayakan usaha didapat nilai B/C Ratio sebesar 1,32, BEP Produksi sebanyak 1,178,653 ekor, BEP Harga Produksi sebesar Rp. 278,-, ROI sebesar 3,16 dan NPV positif, maka usaha pembenihan ikan nila di UPR Tunas Harapan secara finansial layak diusahakan. Hasil analisis regresi menunjukkan bahwa faktor-faktor yang berpengaruh nyata terhadap produksi benih ikan nila adalah induk ikan nila, pakan ikan dan pupuk. Hasil analisis SWOT menunjukkan bahwa strategi pemasaran benih ikan nila di UPT Tunas Harapan terletak pada kuadran I (0,19 ; 0,45) yaitu mendukung kebijakan pertumbuhan agresif. Beberapa hal yang perlu ditingkatkan agar strategi pemasaran benih ikan nila lebih optimal antara lain peningkatan kualitas SDM, peningkatan mutu dan kualitas benih ikan nila, meningkatkan pelayanan distribusi benih, promosi produk dan penetrasi terhadap pasar sasaran.

This research aims to give the thought contribution in attempting to increase the production, competitiveness and marketing of nila fish seed effectively, efficiently in using production input to obtain the production output of nila fish seed certificated UPR Tunas Harapan which have completed the 7 requirement criterion, those are: exact variety, time, quality, quantity, place, standard and accurate price. The analysis methods implemented in this research are business feasibility analysis, regression analysis, and SWOT analysis. The business feasibility analysis result get the point: B/C Ratio is 1.32, BEP of Production is 1.178.653 fishes, BEP of production cost is 278 rupiahs, ROI is 3.16 and NPV is positive, thus, the business of nila breeding in UPR Tunas Harapan, financially is worthy to be developed in business. The regression analysis result shows that the factors which affecting concrete of the nila fish seed production is the nila mother, fish feed, and fertilizer. The SWOT analysis result shows that the marketing strategy of nila breeding in UPT Tunas Harapan placed in Quadrant I (0.19; 0.45), that is supporting the aggressive growth recruitment. There are some factors which have to be increased to optimize the marketing strategy of nila fish seed, such as improving the human resource quality, increasing the nila fish seed quality and grade, upgrading the nila fish seed distribution service, product promotion and penetration of the marketing target.

Kata Kunci : Strategi pemasaran,Benih ikan nila,Peningkatan daya saing, Marketing strategy, nila fish seed, improving the competitiveness