Analisis Usaha Pengolahan dan Strategi Pemasaran Produk Salai Dari Baung Putih (Hemibagrus capitulum) di Desa Kota Bangun Ulu, Kecamatan Kota Bangun, Kabupaten Kutai Kartanegara

Kota Bangun Ulu village has one smoked catfish processor called Busu Asru smoked fish. Busu Asru smoked catfish is well known to many people and the business has been running for 17 years. This research was carried out with the aim of analyzing income and feasibility with investment criteria R/C, BEP, ROI and PP and knowing marketing strategy carried out by the Busu Asru smoked cattfish processor located in Kota Bangun Ulu Village, Kota Bangun District, Kutai Kartanegara Regency. This research was conducted from January 2022 to July 2023, located in Kota Bangun Ulu Village, Kota Bangun District, Kutai Kartanegara Regency. The sample in this study consisted of 1 person using the Census Method. The results of the research show that the revenue from the Busu Asru smoked fish processing business is IDR. 4,803,754/month and the business is feasible to run. The marketing strategy that has been carried out in the Busu Asru smoked fish processing business is product development by product tasting, packaging and affixing labels, product guarantees and services diversivikasi. Techniques for increasing sales by delivering daily advertisements, institutional advertising, pricing tactics by setting real prices (right prices), physical arrangements and ways of displaying goods in close displays.