Strategi Pemasaran Madu Hutan Sialang Di Desa Dundangan Kecamatan Pangkalan Kuras Kabupaten Pelalawan

Dundangan village is one of the villages that has good quality honey production, where honey is in great demand by the community as a natural medicine an supplement. This study aims to analyze: (1) the characteristics of sialang honey farmers and traders, (2) the production technology and production process of sialang honey (3) costs, production, income and efficiency of sialang forest honey businesses, and (4) marketing mix strategies sialangforest honey. This study used a survey method which was conducted from January June 2020. Analysis of the data used is qualitative and quantitative descriptive analysis. Sampling was carried out by census as many as 5 sialang honey farmers, and 10 traders. The results showed: (1) The average age of sialang honey farmers and traderswas 46 years and 42 years, education was 9 years and 12 years, the experience in farming was 19 years and 7 years, families dependents was 4. (2) The production process is carried out in a simple manner with the following stages: site survey, equipment preparation, climbing process by reading prayers and rituals first, smoking the hive, cutting the beehive, squeezing, packaging and storing processing. Production technology is still traditional using climbing tools (rope), natural fumigation, squeezing and packaging manually. The production of sialang forest honey that is harvested by farmers is shared with the tribal I customary managers of the sialang trees, with a percentage ofthe distribution of50%for ethnic I customary groups and 50%for the sialang forest honey farmers. (3) The mounthly average production cost was Rp. 1,517,838, production was 72 kg with a selling price of Rp. 100,000 I Kg, gross income was 7, 200, 000 and profit was Rp. 5, 682.162. Business efficiency shows value of 4. 74 which means it is efficient and feasible to be developed. (4) The marketing strategy. that is carried out is still not good, there are several shortcomings· that must be added Good quality apis dorsata honey products which are packed into motol sizes of 2 kg, 1 kg, 700 gr and 300 gr, unattractive product packaging and has not used the brand, standardization (SNI), business license, halal certificate and composition. The selling price offered is relatively low, around Rp. 40, 000-220, 000, butprices can be bargained on a certain number of buyers. Forest honey is marketed directly in front of the house, entrusted to stalls and through social media. The promotion of cross-sectional forest honey products has not been carried out, it is still only assisted by the government, through simple social media, andfrom mouth to mout