Analisis Struktur Perilaku dan Kinerja Pemasaran Komoditi Tomat (Solanum lycopersicum L.) (Studi Kasus : Kecamatan Berastagi Kabupaten Karo)

Abstract

Penelitian ini memiliki tujuan untuk mengetahui struktur pasar, perilaku pasar, dan kinerja pasar tomat di Kecamatan Berastagi Kabupaten Karo Provinsi Sumatera Utara. Metode penentuan sampel dalam penelitian menggunakan snow ball sampling. Diperoleh 31 petani, 32 konsumen, 16 pedagang pengecer dan 7 pedagang pengumpul dengan jumlah total sampel adalah 76 responden. Teknik analisis data yang di gunakan dalam penelitian ini yaitu metode analisis deskriptif menggunakan teori Structure Conduct Performance (SCP). Structure meliputi jenis pasar, pangsa pasar, konsentrasi pasar, dan hambatan keluar masuk pasar. Conduct meliputi kegiatan saluran pemasaran. Performance meliputi marjin pemasaran, farmer share, dan efisiensi pemasaran. Berdasarkan hasil penelitian struktur pasar diketahui adalah oligopsoni dengan pangsa pasar dikuasai oleh pedagang pengumpul, konsentrasi pasar pedagang pengumpul sebesar 59,59% dan pedagang pengecer sebesar 27,92%, hambatan keluar masuk pedagang pengumpul cukup tinggi dan pedagang pengecer cukup rendah. Perilaku pasar yang diperoleh ditemukan 2 saluran pemasaran yaitu; saluran I (petani, pedagang pengecer, konsumen); saluran II (petani, pedagang pengumpul, pedagang pengecer, konsumen). Kinerja pasar yang diperoleh adalah saluran pemasaran I lebih efisien dibandingkan saluran II, karena nilai margin, farmer share dan efisiensi saluran I lebih tinggi dari saluran II. This research aims to determine the market structure, market conduct and performance of the tomato market in Berastagi District, Karo Regency, North Sumatra Province. The sampling method in the research used snow ball sampling. There were 31 farmers, 32 consumers, 16 retailers and 7 collectors with a total sample size of 76 respondents. The data analysis technique used in this research is the descriptive analysis method using the Structure Conduct Performance (SCP) theory. Structure includes market type, market share, market concentration, and market entry and exit barriers. Conduct includes marketing channel activities. Performance includes marketing margin, farmer share, and marketing efficiency. Based on the research results, the market structure shows that it is an oligopsony with market share controlled by collecting traders, the market concentration of collecting traders is 59.59% and retail traders are 27.92%, barriers to entry and exit for collecting traders are quite high and retail traders are quite low. The market conduct obtained was found to be 2 marketing channels, namely; channel I (farmers, retailers, consumers); channel II (farmers, collecting traders, retailers, consumers). The market performance obtained is that marketing channel I is more efficient than channel II, because the margin value, farmer share and efficiency of channel I are higher than channel II.