Business Analysis and Marketing Strategy of Amplang Products Guntur Pratama in Samarinda City

This study aims to analyze the feasibility of the business and marketing strategies implemented by the Amplang Guntur Pratama Business in Samarinda City, which uses flatfish as its main raw material, as well as jackfruit seeds. The research methods used are descriptive qualitative and quantitative, with data collection through interviews, observations, and documentation studies. The quantitative analysis included financial feasibility calculations using the Return on Investment (ROI) and Payback Period (PP) indicators. The results of the study showed that the Amplang Guntur Pratama business was financially feasible to operate. This was indicated by an ROI value of 99.67%, which is much higher than the bank interest rate, and a very fast payback period of 1 year. In terms of marketing strategy, this business focuses on techniques to increase sales through various forms of advertising (institutional, quality, and factual) and utilizes pricing strategies. The main advantage of this business lies in the quality of the raw materials, namely flatfish and jackfruit seeds, which were maintained, and innovations in the frying process using a patented machine, ensuring a consistent and crispy texture for the amplang However, this study also identified several obstacles, namely the limited availability of flatfish raw materials, suboptimal online marketing, and a financial recording system that was still manual.