Analisis Pemasaran Daging Sapi Potong PT. Lembu Andalas Langkat Stabat

Abstract

This study aimed to identify the characteristics of marketing institutions, distribution of marketing, beef marketing channels, beef marketing costs, analyze marketing margins, farmer's share, and marketing efficiency levels at PT Lembu Andalas, Langkat. This research was conducted in July 2022 – August 2022. The research used snowball sampling method by data collection, based on analyze marketing channels from producers to consumers. Data was collected by field survey with a questionnaire instrument support. Data analysis included marketing costs, marketing margins and farmer's share of each marketing channel. The results of this study indicate that there are two marketing channels. namely channel I PT Lembu Andalas Langkat-large agents-small agents-consumers, channel II PT Lembu Andalas Langkat-large agents-consumers. The smallest marketing margin was obtained in marketing channel II of 3,813,959 which stated that the longer the marketing channel, the higher the price to be paid by the consumer level. While the largest farmer's share was obtained in marketing channel I, namely 86.36%, which means that the length of the farmer's share is influenced by the short length of the marketing channel. So it can be concluded that channels I and II are efficient channels because they have an efficiency value of >1. Agencies involved in the marketing of PT. Lembu Andalas Langkat is Wholesaler, Retailer and consumers