Marketing Analysis to Strengthen of Galunggung Putra Jaya Brand Tofu

Abstract

This research aims to determine the marketing channels that occur in tofu marketing, find out costs, profits, marketing margins, farmer's share and marketing efficiency in tofu marketing and find out the problems faced in marketing the Galunggung Putra Jaya brand of tofu. The method used was a case study by taking a sample of Galungung Putra Jaya brand tofu factory owners, producer respondents and for marketing channels using snowball sampling. The research results show (1) There are 3 (three) tofu marketing channels, namely (1) Producer - Collector - Retailer - Final Consumer (2) Producer - Retailer - Final Consumer (3) Producer - Final Consumer. (2) Marketing costs incurred by marketing channel I (collecting traders Rp. 34/piece) (retailers Rp. 46/piece) marketing channel II (retailers Rp. 52/piece). Marketing channel I profits (collecting traders Rp. 166/piece) (retailers Rp. 54/piece) marketing channels (retailers Rp. 223/piece). Marketing margin marketing channel I (collecting trader IDR 200/piece) (retailer IDR 100/piece) marketing channel II (retailer IDR 275/piece) Farmer's share marketing channel I 50% marketing channel II 54%. Marketing channel I efficiency 13.33% marketing channel II 8.67%. (3) The problems faced by producers (tofu factories) are (1) Fluctuations in the price of the basic ingredient, namely soybeans, so that the costs incurred by the factory increase and cause income to decrease unless the product price increases. (2) The increase in demand is not in line with the costs incurred and the prices paid.