Abstract
Bacang agroindustry is undeveloped in Indonesia and the internet has not been maximally utilized by bacang entrepreneurs. Therefore, business and marketing analysis of bacang agroindustry is important to do to develop the business and internet utilization for bacang agroindustry. The research aims to analyze profit, cost of goods manufactured, financial performance, marketing mix, and the impact of online marketing on the chicken bacang agroindustry. This research uses a case study method at El Shaddai Food Agroindustry, Penjaringan District, North Jakarta. Research data were collected from December 2019 until February 2020 and the data analysis methods used were qualitative and quantitative descriptive analysis. The results showed that conventional marketing profit was smaller than online marketing profit and the selling price exceeded the cost of goods manufactured, so the agroindustry was considered viable on every marketing method. Financial performance in the last three years was quite good. The marketing mix was not good. Online marketing gave an impact on agroindustry revenue and profit. Keywords: agroindustry, bacang, business, marketing mix, online
Highlights
Micro, Small, and Medium Enterprises (MSMEs), such as agroindustry play an important role in Indonesia’s national income
This research was only held in El Shaddai Food Small Industry for a certain time
Profits and R/C value in conventional marketing were lower than online marketing
Summary
Small, and Medium Enterprises (MSMEs), such as agroindustry play an important role in Indonesia’s national income. Pratiwi et al (2017) stated that downstream agroindustry plays a role in providing a more equitable distribution of income. The development of technology and the internet in the current era of globalization is a challenge as well as an opportunity for MSME actors. This development can tighten competition between entrepreneurs and require entrepreneurs to learn and adapt to new technologies, as well as rapidly changing economic conditions. Bigliardi (2019) stated that food producers more and more have to work in a rapidly changing environment due to the rapid changes in markets and in consumers’ buying behavior due to internet and technology. It will make it easier for MSME actors to market their products and obtain information faster
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