Analisis Kelayakan Usaha dan Tataniaga Hasil Kerajinan Rotan pada Industri Usaha Kecil dan Menengah (UKM) di Kecamatan Rumbai, Kota Pekanbaru

Abstract

Rattan is one of the commodity timber forest products used as raw material for the rattan industry. One of the small businesses that is quite developed in Rumbai District, Pekanbaru City is the rattan handicraft business which is a traditional small industry and is a family business. Therefore, this study aims to determine the business feasibility, trade system, and marketing strategy of the rattan handicraft trading business. This research was conducted with a quantitative and qualitative descriptive approach. Data collection techniques used in this study were observation, interviews and questionnaires. UD Rattan Crafts in Rumbai can be said to be worthy of continuing. This is because the NPV value of the trading business in Rumbai is > 0, IRR > from interest rates, and BCR > 1. In the trading system, there are trading system functions that are used, namely the exchange function, physical function, and facility function. The market structure of rattan farmers is oligopoly, the market structure of rattan processing factories and rattan craftsmen is perfect. The marketing strategy for the rattan craft trading business in tassel is the S-O strategy, namely increasing quality, creativity and innovation in rattan products and expanding the marketing network; S-T strategy, namely increasing promotional activities, quality of human resources, and production capacity; the W-O strategy, namely preparing material stocks, developing new models and conducting market research; the W-T strategy is to improve management systems, and technology and work closely with suppliers