Analisis Usaha Agroindustri Dan Strategi Pemasaran Jamur Krispy Nando Di Kelurahan Sialang Sakti Kecamatan Tenayan Raya Kota Pekanbaru Provinsi Riau

Mushrooms are foods that are in great demand by the public because of their distinctive taste and aroma. This study aims to analyze 1) Characteristics of entrepreneurs and workers as well as business profile of Krispy mushroom agroindustry, 2) Production technology, input use, cost, production, income, efficiency and added value, 3) Marketing mix strategy of Nando's Crispy Mushroom agroindustry. This research was conducted for nine months starting from March 2021 to December 2021. Crispy Mushrooms. Nando Mushrooms, Sialang Sakti Village, Tenayan Raya District, Pekanbaru City. This study used a survey method and respondents were taken by purposive sampling. The results showed (1) the characteristics of the Nando mushroom crispy mushroom agroindustry entrepreneur in the productive age group, namely 26 years with a length of education, namely education (S2), 6 years of business experience and 1 family dependent. Meanwhile, the average age of the workforce is 25.14 years, with an average education of 9.86 years (high school), 3.57 years of work experience and an average number of family dependents 1.29. Profile of Nando's crispy mushroom agroindustry on a small industrial scale. The number of workers used is 6 people, not including entrepreneurs. The business capital used comes from own capital. (2) The technology used in the Nando krispy mushroom agro-industry business uses a simple machine. The total cost of production in the crispy mushroom agroindustry at Nando mushroom house is Rp. 999,020/day. The resulting product is 12 Kg with a selling price of Rp. 15,000/100 Gram. The gross income per production process received by the entrepreneur is Rp. 1,800,000/day, and the net income received by the entrepreneur is Rp. 800,980/day. The efficiency of the Nando mushroom house tempeh agroindustry (RCR) is 1.80, which means that the Nando crispy mushroom business is efficient and feasible to develop. The added value obtained from the Nando krispy mushroom agroindustry is Rp. 80,550 with an added value ratio of 53.70%. (3) The marketing strategy used in marketing krispy mushroom products is the 7 p strategy, namely Product, Price, Promotion, Place, People. (People) and Physic (Forms) by using indicators that determine marketing strategies. The marketing strategy of Nando Krispy Mushrooms has implemented the 7P marketing strategy quite well and used it effectively and efficientl