ANALISIS PEMASARAN AGROINDUSTRI KERIPIK CABE IKADI KOTA DUMAI DI MASA PANDEMI COVID-19 MARKETING

Abstract

Dumai city has a cassava land area of 113 ha wirh a total production of 3640 tons. Wirh a large amount pf production, cassava can be processed into food products. This study aims to analyze the marketing channel of  Ika chilli chips agroindustry business in Purnama Village, West Dumai District, Dumai City. The method used in this study is a case study. Samples were taken using the snowball sampling method before and during Covid-19. Chili chips marketing agency Ika is 1 producer and 11 retailers. Marketing costs on channel I before and during Covid-19 amounted to Rp. 250/package with an efficiency of 0.022% for 360 gram packaging and 0.016% for 500 gram packaging. In channel II, marketing efficiency during Covid-19 was higher, namely in the 360 gram package by 0.031% and in the 500 gram package by 0.042% compared to before Covid-19, namely in the 360 gram package it was 0.027% and in the 500 gram package it was 0.030%.