Abstract:
The agro-industry production must be supported by the existence of marketing activity, since production and marketing have significant correlation and inseparable. The aim of this research is to analyze the marketing mix (product, price, distribution, promotion) upon the consumer behavior of the agro-industry product namely “Lepat Bugi” in Palung raya Village, Tambang District, Kampar Regency. Another aim is to identify the strength, weakness, opportunity, and threat and decide the alternative of marketing strategy according to the production scale. This research was conducted in Palung Raya District Kampar Regency, and consists of 23 respondents as the Lepat Bugi business doers. From the appointed numbers, the classification based on the business experience turns into three groups consist of 8 years of experience, 6 years and 3 years. Fishbein and SWOT analysis are used as the data analysis. The result of this research shows that the residents under the productive age are 654 people or 60,89%, the residents’ educational level in Elementary School are 450 people or 55,83%. For the entrepreneurs identity, the age of those entrepreneurs are in productive age. From those three entrepreneurs in the age range of 35-53 or 100%, the level of education obtained by Lepat Bugi entrepreneurs are in 66.7%, and they have graduated from the high school level. Meanwhile, for the business experience aspect that is owned by the three entrepreneurs which only still last in three years, is rated as 33.3%, medium business experience of six years is 33.3%, and the longest eight years of business experience is 33.3%, the number of family dependents of lepat bugi entrepreneurs are in high enough rate, it is ≥ 7 people rated as 66.67%. Purchase attitudes of product attribute which is a flavor, is in the value of (5.28). Consumer attitudes toward price attribute is upon the market price valued as (5.46). Consumer attitudes toward the distribution attribute is in direct distribution to the consumers (5.73). Consumer attitudes toward the promotion attribute is upon the banner (7.47). The marketing strategy of lepat bugi business is about maintaining the product quality, increasing the promotion, and registering businesses to FDA.
