PENGEMBANGAN PEMASARAN AYAM POTONG KEMASAN DI KELURAHAN PUNGGALUKU KECAMATAN LAEYA KABUPATEN KONAWE SELATAN KOTA KENDARI

Abstract

ABSTRACT The researcher conducted an innovation on the Cahaya Soppeng chicken products to increase competitiveness and meet market demands. The study used the R&D method, consisting of idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, market testing, and commercialization. The study focused on developing packaged chicken marketing and innovation that is affordable to the community in Punggaluku Village, Konawe Selatan Regency. Several panelists were used as data sources, and a questionnaire was used for data analysis. The feasibility test showed that the average values for chicken quality, packaging, price, and customer satisfaction were 3.92, 3.88, 3.64, and 3.92, respectively. The product innovation, which involved developing a practical packaging, increased sales. In four weeks in June 2020, 440 packaged chickens were sold, generating a revenue of Rp 13,600,000 in Punggaluku Village, Laeya District, Konawe Selatan Regency, Kendari City. ABSTRAK Peneliti melakukan inovasi pada produk ayam potong Cahaya Soppeng untuk meningkatkan daya saing dan memenuhi permintaan pasar. Penelitian menggunakan metode R&D, yang meliputi tahap idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, market testing, dan commercialization. Fokus penelitian adalah pengembangan pemasaran ayam potong kemasan dan inovasi yang terjangkau oleh masyarakat di Kelurahan Punggaluku, Kabupaten Konawe Selatan. Penelitian menggunakan beberapa panelis sebagai sumber data dan borang lembar penilaian/kuesioner untuk analisis data. Hasil uji kelayakan menunjukkan nilai rata-rata kualitas daging ayam 3.92, kemasan 3.88, harga 3.64, dan kepuasan konsumen 3.92. Inovasi pengembangan produk menjadi kemasan praktis meningkatkan penjualan sehingga dalam 4 minggu pada Juni 2020, penjualan mencapai 440 pcs ayam potong kemasan dengan pendapatan Rp 13.600.000 di Kelurahan Punggaluku, Kecamatan Laeya, Kabupaten Konawe Selatan, Kota Kendari.