Analysis of Value Added Products of Tenggiri Fish Dried Batagor at PT Hade Bogatama Nusantara, Bandung City, Indonesia

Abstract

Batagor is a typical food from ​​Bandung, West Java - Indonesia. This research aims to 1) analyze the added value of mackerel fillets processed into dry batagor and 2) analyze the marketing of dried batagor by PT Hade Bogatama Nusantara which includes market segmentation, pricing, competitor identification, and promotion. The research method used is a case study. Data collection consists of primary data and secondary data. Primary data was collected using survey methods and direct interviews with the owner of PT Hade Bogatama Nusantara. The interview technique used, namely unstructured interviews, where the interviewer does not ask questions that have been arranged systematically. Meanwhile, secondary data was obtained from several supporting pieces of literature, such as journals and books. Added value analysis was carried out based on the Hayami method and marketing analysis was carried out descriptively. Based on the Hayami method, the added value of mackerel fillets processed into dry batagor products is Rp. 114.698,19 per kg. The value-added ratio is 59, 74 percent. This dry batagor market segmentation is based on static methods on demographic and geographical groups with the main target being housewives and teenagers. Identifying competitors from the dry batagor product of PT Hade Bogatama Nusantara is very large, rival and substitute competitors. The competition that occurs is based on cost advantage competition and product differentiation. Pricing is based on cost plus pricing. Promotion through online media, namely Instagram, Tiktok, and Facebook.