| dc.description.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. | en_US |
