Analisis Pengaruh Saluran Pemasaran dan Harga terhadap Pendapatan Petani Jeruk Manis di Daerah Sukanalu Kecamatan Barusjahe Kabupaten Karo

Abstract

Orange is one of the agriculture product that gets a priority to developed, because the orange farm can be used to farmer income. One of the center of orange product in residence of Karo is region of Sukanalu Distric Barusjahe. Almost the land of agriculture planted by orange, so do the civilization almost have the land of orange agriculture. But this condition did not make the prosperity of farmer grow up. The cases of this research are howlong that marketing channel and price influenced to the orange farmer’s, and how long that external environment influenced to the orange farmer’s income. The purpose of this research are to explore in depth the influence of marketing channel and price to the orange farmer’s income and to explore in depth the influence of external environment to the orange farmer’s income. The first hypothesis of this research is marketing channel and price influenced to the orange farmer’s income, and the second hypothesis is external environment influenced to the orange farmer’s income. The theory that’s used in this research based on Marketing Management refers to Marketing Channel, Farming Marketing, Price, Marketing Environtment. This research use survey method. Variety of research is deskriptif quantitatif. Characteristic of research is explanatory, where variable measured with likert scale. Technics to get data with a questioner and interview to 87 respondent. The result of this research show that the first hypothesis : marketing channel and price has significant influence to the orange farmer’s income with significant level 0,002 for marketing channel and 0,004 for the price. The coefficient of determination of variable independent to variable dependent is 0,441, shows that marketing channel and price explains 44,1% toward orange farmer’s income and the residue 55,9% is explained by the other variables. The result of t-test (partial analysis) shows that marketing channel and price have partial effect to orange farmer’s income. The Result of second hypothesis : external environment like’s social, economic, and government has significant influence to the orange farmer’s income. The coefficient of determination of variable independent to variable dependent is 0,412, shows that marketing channel and price explains 41,2% toward orange farmer’s income and the residue 58,8% is explained by the other variables. The result of t-test (partial analysis) shows that only the economic variable not to have partial effect to orange farmer’s income. Resume of this research is marketing channel and price has significant influence to the orange farmer’s income and external environment like’s social, economic, and government has significant influence to the orange farmer’s income.