E ISSN: 2583-049X

International Journal of Advanced Multidisciplinary Research and Studies

Volume 4, Issue 3, 2024

Marketing Analysis of Processed Squid Conducted by Crispy Seafood Ibu Ros Pananjung Village Pangandaran District

Author(s): Junianto, Irna Salwa Al Iksani, Adinda Tri Harlina, Firda Nur Adawiyah Yonesa, Fajar Dwi Noeryana

DOI: https://doi.org/10.62225/2583049X.2024.4.3.2848


Crispy squid is a common souvenir found in Pananjung Village, Pangandaran Regency. Crispy squid processed by Seafood Crispy Ibu Ros is one of the many crispy seafood culinary shops in Pangandaran. Therefore, the need for marketing analysis is carried out to optimize processed products. The purpose of this research is to analyze the marketing strategy of processed squid carried out by Seafood Crispy Ibu Ros in Pananjung Village, Pangandaran Regency. Determination of the research area was carried out by purposive sampling and data analysis using descriptive methods by conducting interviews with business actors of processed crispy squid Ibu Ros. Based on the results of the interview, Seafood Crispy Ibu Ros has 3 branch stores. The target market is tourists who are dominated by the female gender with an age range of 31-40. Marketing and promotion are carried out directly to tourists and also online through social media such as Instagram and Whatsapp, but still focus on direct promotion. The results of the calculation of the value-added analysis obtained an added value of IDR 10,000.00/Kg.

Keywords: Squid, Seafood, Culinary, Marketing

Pages: 761-764

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