Open AccessAnalisis Saluran Pemasaran Belimbing Dewa di Kecamatan Pancoran Mas Kota Depok
Author(s) -
Fatimah Az Zahra,
Dahlia Nauly
Publication year - 2021
Publication title -
jurnal agribisnis indonesia : journal of indonesian agribusiness/jurnal agribisnis indonesia (journal of indonesian agribusiness)
Language(s) - English
Resource type - Journals
eISSN - 2579-3594
pISSN - 2354-5690
DOI - 10.29244/jai.2021.9.1.13-22
Subject(s) - business , marketing , marketing channel , service (business)
Starfruit is one type of fruit that is widely cultivated in Indonesia, with Depok City occupying the first position in producing star fruit in West Java Province. However, there is a significant difference in price at the farm level and the consumer level which raises the question of how star fruit is marketed in Depok City. The purpose of this study was to determine the pattern of the marketing flow, the marketing function of each marketing agency, the cost of marketing, the farmer's share, and the marketing margin as well as to determine the marketing efficiency of each institution involved in the marketing of star fruit in Pancoran Mas District, Depok City. The method used in this research includes qualitative methods in the form of descriptive analysis for analysis of marketing flow patterns and functions of marketing, and quantitative is useful as an analysis of costs, marketing margins, and marketing efficiency of each marketing channel. Determination of the sample was done purposively with 30 farmers as respondents who were scattered in Rangkap Jaya and Rangkap Jaya Baru Villages, Pancoran Mas District, Depok City. The results of this study indicate; there are five marketing channels. channel I: Farmers - Consumers, channel II: Farmers - Retailers (fruit shops) - Consumers, channel III: Farmers - Brokers - Wholesalers - Retailers (traditional markets) - Consumers, channel IV: Farmers - Brokers - Wholesalers - Supplier - Retailer (self-service) - Consumers, and line V: Farmers - Suppliers - Retailers (self-service) - Consumers. Each marketing agency performs a different marketing function. The marketing costs and marketing margins that have the highest prices are carried out by channel IV with prices of Rp 1,811 and Rp 17,400. Marketing flow I am considered the most efficient when viewed from the farmer's share and marketing margin. The recommended marketing channels for this research are channels II and III if you have a farmer's share of 84% and 51%. It is recommended that farmers implement a mixed marketing strategy by combining the marketing channels used to increase farmer's share and reduce marketing margins.