VALUE-ADDED ANALYSIS OF MINCED MEAT RED SNAPPER PROCESSED INTO PEMPEK, A CASE STUDY ON PEMPEK HAMER IN BANDUNG CITY-INDONESIA

Fisheries

The purpose of this research is to analyze the value-added of minced meat from red snapper into pempek and to analyze marketing strategy of Pempek Hamer. The research location was conducted in Pempek Hamer the located on Jl. Sukasari 2 No. 279A Sadang Serang Village, Coblong District, Bandung City. The location is determined purposively with the consideration that business has been established since 1996 and is still producing processed red snapper mashed meat products into various kinds of pempek variants. Method of this study is a survey method and value added analysis using the Hayami method. Marketing analysis includes market segmentation, identification of competitors, pricing and promotion. This research uses primary and secondary data. Primary data from the results of direct interviews with staff of Pempek Hamer. Based on the results of the study, the added value of minceat meat of red snapper processed into pempek is Rp53.351 with a value added ratio of 41.26%. Pempek Hamer market segmentation is included in geographic static market segmentation, based on consumers into market segments according to regional scale or geographical location. Pempek Hamer has a rival competitor, Pempek Boen Boen. The pricing strategy of Pempek "Hamer" Factory is Cost-plus pricing method. The promotions through on social media such as Instagram, YouTube, and also accepting orders via WhatsApp.

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