Electronic Theses and Dissertation

Gerabah merupakan peralatan tradisional yang masih diminati oleh masyarakat di Indonesia. Gerabah ini biasa digunakan sebagai vas bunga, pot bunga, serta peralatan dapur. Pada penelitian ini dilakukan analisis rantai nilai (value chain) terhadap proses produksi gerabah di industri gerabah yang berlokasi di Gampong Ateuk Jawo, Banda Aceh. Saat ini, industri tersebut menghasilkan produk gerabah berupa belanga tanah dan cobekan. Rendahnya variasi produk membuat nilai penjualan gerabah menurun. Ditambah lagi dengan berkurangnya bahan baku tanah liat yang membuat pengrajin harus membeli dari distributor tanah liat. Analisis rantai nilai proses produksi gerabah pada penelitian ini menggunakan prinsip Porter’s generic value chain, yang mengkaji aktivitas utama dan pendukung pada industri gerabah saat ini. Berdasarkan hasil analisis, secara finansial, nilai tambah dapat ditingkatkan dari Rp 1.425.000 menjadi Rp 2.768.062,5. Selain itu dilakukan rekomendasi strategi pemasaran dengan menggunakan metode bauran pemasaran yaitu dengan menggunakan 4P, product, price, place, dan promotion dimana dilakukan pemberian rekomendasi variasi produk baru beserta harganya, kerjasama dengan distributor, serta melakukan promosi. Rekomendasi yang paling utama untuk dilakukan yaitu kerjasama dengan distributor tanah liat agar ketersediaan tanah liat terus terpenuhi.
Kata kunci: Rantai Nilai, Bauran Pemasaran, Nilai Tambah, Industri Gerabah

Pottery is a traditional tool that is still in demand by people in Indonesia. This pottery is commonly used as flower vases, flower pots, and kitchen utensils. In this study, a value chain analysis was conducted on the pottery production process in the pottery industry located in Gampong Ateuk Jawo, Banda Aceh. Currently, the industry produces pottery products in the form of earthen pots and mortar. The low variety of products makes the sales value of pottery decrease. Coupled with the decrease in raw materials for clay, craftsmen have to buy from clay distributors. The value chain analysis of the pottery production process in this study uses the principle of Porter's generic value chain, which examines the main and supporting activities in the current pottery industry. Based on the results of the analysis, financially, the added value can be increased from Rp. 1,425,000 to Rp. 2,768,062.5. In addition, recommendations for marketing strategies are carried out using the marketing mix method, namely by using 4P, product, price, place, and promotion where recommendations are made for new product variations and their prices, cooperation with distributors, and promotions. The recommendation to do first is to cooperate with clay distributors so that the availability of clay continues to be fulfilled. Keyword: Value Chain, Marketing Mix, Value Added, Pottery Industry