Efisiensi Pemasaran Cabai Merah Keriting di Kabupaten Karo

Abstract

Merry Christina Kaban (187039026) with the title of thesis "Marketing Efficiency of Curly Red Chili in Karo Regency". This thesis writing was supervised by Mrs. Ir. Iskandarini, MM, Ph.D as Chairman of the Advisory Commission and Dr. Ir. Tavi Supriana, M.S as Member of the Advisory Commission. This study aims to a) describe the current description of the Curly Red Chili marketing channel system in Karo Regency. b) to analyze the efficiency of each marketing channel of Curly Red Chili in Karo Regency based on marketing margin and farmer's share. This research was conducted from July to August 2020. This study used a purposive sampling method with 89 respondents of curly red chili farmers and 11 merchant respondents. The data analysis method used is descriptive analysis, where qualitative data is used to analyze predetermined marketing channels and quantitative data is used to analyze the efficiency of marketing operations using Microsoft Excel 2007 and data tabulation. The results showed that there were 3 marketing channels. red curly chilies that are usually passed by farmers in Karo District, namely: 1. Farmers → Broker (village) traders → Collectors → Retailers → End Consumers, 2. Farmers → Collectors → Retailers → Final Consumers, 3. Farmers → Traders Intermediaries → Traders Collectors → Retailers → End Consumers. The channel most used by curly red chili farmers is channel 2 with 52.81%, followed by channel 1 at 28.09% and channel 3 at 19.10%. Operationally, channel 2II is more efficient because it is used by 52.81% of farmers.

Merry Christina Kaban (187039026) dengan judul tesis “Efisiensi Pemasaran Cabai Merah Keriting di Kabupaten Karo”. Penulisan tesis ini dibimbing oleh Ibu Ir. Iskandarini, MM, Ph.D selaku Ketua Komisi Pembimbing dan Ibu Dr. Ir. Tavi Supriana, M.S selaku Anggota Komisi Pembimbing. Penelitian ini bertujuan untuk a) mendeskripsikan gambaran terkini sistem saluran pemasaran Cabai Merah Keriting di Kabupaten Karo. b) menganalisis efisiensi masing-masing saluran pemasaran Cabai Merah Keriting di Kabupaten Karo berdasarkan marjin pemasaran dan farmer’s share. Penelitian ini dilaksanakan dari bulan Juli sampai Agustus 2020. Penelitian ini menggunakan metode purposive sampling dengan 89 responden petani cabai merah keriting dan 11 responden pedagang. Metode analisis data yang digunakan adalah analisis deskriptif, dimana data kualitatif digunakan untuk menganalisis saluran pemasaran yang telah ditetapkan dan data kuantitatif digunakan dalam menganalisis efisiensi operasional pemasaran dengan menggunakan Microsoft Excel 2007 dan tabulasi data. Hasil penelitian menunjukkan bahwa terdapat 3 saluran pemasaran cabai merah keriting yang biasa dilalui petani di Kabupaten Karo yaitu : 1. Petani → Pedagang Perantara (desa) → Pedagang pengumpul → Pedagang Pengecer → Konsumen Akhir, 2. Petani → Pedagang Pengumpul → Pedagang Pengecer → Konsumen Akhir, 3. Petani → Pedagang Perantara → Pedagang Pengumpul → Pengecer → Konsumen Akhir. Saluran yang paling banyak digunakan petani cabai merah keriting adalah saluran 2 sebesar 52,81%, disusul saluran 1 sebesar 28,09% dan saluran 3 sebesar 19,10%. Secara operasional, saluran 2 lebih efisien karena digunakan oleh 52,81% petani