Analysis of the Marketing of "SODAP" Shrimp Paste in Bagan Barat Village, Bangko District, Rokan Hilir Regency, Riau Province

This study was aimed to analyzed the marketing system of the “Sodap” shrimp paste produced by PT. Sodap Berkah Indonesia located in Bagan Barat Village, Bangko District, Rokan Hilir Regency, Riau Province. The research focuses on identifying marketing channels, calculating marketing costs and business revenue. The research method used was by case study approach with descriptive quantitative and qualitative analysis. Primary data were collected through interviews with producers, distributors, agents, and resellers, while secondary data were obtained from business records and supporting literature. The results show that there are three marketing channels used in distributing the product: (1) Producer → Distributor → Agent → Consumer, (2) Producer → Reseller → Consumer, and (3) Producer → Consumer. The largest sales contribution comes from marketing channels involving distributors and agents, accounting for 80% of total product distribution. Marketing costs are primarily derived from transportation expenses, especially on channels involving intermediaries. Business revenue increased from IDR 93,800,000 in 2023 to IDR 127,700,000 in 2024, in line with an increase in the sales volume.