Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/24492
Title: Analisis Pemasaran Kubis (Brassica oleracea var. capitata) Model Structure Conducture Conduct and Performance di Kabupaten Karo
Other Titles: Marketing Analysis of Cabbage (Brassica oleracea var. capitata) Model Structure Conduct and Performance in Karo Regency
Authors: Tamba, Vany Apriyanty
metadata.dc.contributor.advisor: Sibuea, Faiz Ahmad
Keywords: Structure;Performance;Conduct;Marketing;Pemasaran;struktur;Cabbage;kubis;kinerja
Issue Date: Mar-2024
Publisher: Universitas Medan Area
Series/Report no.: NPM;198220095
Abstract: Pemasaran adalah suatu proses perpindahan barang dan jasa dari tangan produsen sampai ke tangan konsumen akhir melalui perantara. Penelitian ini bertujuan untuk menganalisis struktur (structure), perilaku (conduct), dan kinerja (performance) pemasaran komoditas kubis di Kabupaten Karo. Penentuan sampel dalam penelitian 58 petani yang ditentukan dengan menggunakan purposive sampling dan 8 pedagang pengumpul, 3 pedagang besar serta 4 pedagang pengecer ditentukan dengan metode snowball sampling. Sehingga jumlah sampel dalam penelitian ini adalah 73 sampel. Metode penelitian yang digunakan adalah struktur pasar yang dianalisis dengan pangsa pasar, konsentrasi pasar, hambatan keluar masuk pasar; perilaku pasar yang dianalisis dengan saluran pemasaran dan marketing mix 7P (Product, Price, Promotion, Place, People, Process, Physical Evidence); dan kinerja pemasaran yang dianalisis dengan margin pemasaran, farmer’s share, dan efisiensi pemasaran. Hasil penelitian menunjukkan bahwa pasar yang terbentuk pada petani cenderung mendekati pasar persaingan sempurna, pasar yang terbentuk pada pedagang pengumpul, pedagang besar dan pedagang pengecer mendekati pasar oligopsoni. Petani merupakan penerima harga (price taker), terdapat tiga pola saluran pemasaran, margin pemasaran pada saluran I dan II ke pasar lokal sebesar Rp2.000,00, margin ke pasar domestik dan ekspor sebesar Rp3.500,00. Pada saluran pemasaran III, margin pemasaran sebesar Rp2.500,00. Farmer’s share (bagian yang diterima petani) pada saluran pemasaran I dan II yang dipasarkan ke pasar lokal adalah 50%, pada pasar domestik dan ekspor adalah 36,36%. Pada saluran pemasaran III sebesar 44,44%. Efisiensi pemasaran pada saluran pemasaran I dan II yang dipasarkan ke pasar lokal sebesar 26,5%, yang dipasarkan ke pasar domestik dan ekspor sebesar 19,27%. Pada saluran pemasaran III, nilai efisiensi sebesar 20%. Marketing is a process of moving goods and services from the hands of producers to the hands of final consumers through intermediaries. This research aims to analyze the structure, conduct and performance of cabbage commodity marketing in Karo Regency. Determining the sample in the research, 58 farmers were determined using purposive sampling and 8 collecting traders, 3 wholesalers and 4 retailers were determined using the snowball sampling method. So the number of samples in this study was 73 samples. The research method used is market structure which is analyzed by market share, market concentration, market entry and exit barriers; market behavior analyzed using marketing channels and marketing mix 7P (Product, Price, Promotion, Place, People, Process, Physical Evidence); and marketing performance which is analyzed by marketing margin, farmer's share, and marketing efficiency. The research results show that markets formed by farmers tend to approach perfect competition markets, markets formed by collectors, wholesalers and retailers approach oligopsony markets. Farmers are price takers, there are three marketing channel patterns, the marketing margin in channels I and II to the local market is IDR 2,000.00, the margin to the domestic and export markets is IDR 3,500.00. In marketing channel III, the marketing margin is IDR 2,500.00. Farmer's share (the share received by farmers) in marketing channels I and II which are marketed to the local market is 50%, in the domestic and export markets it is 36.36%. In marketing channel III it was 44.44%. Marketing efficiency in marketing channels I and II which are marketed to the local market is 26.5%, which is marketed to the domestic and export markets is 19.27%. In marketing channel III, the efficiency value is 20%.
Description: 148 Halaman
URI: https://repositori.uma.ac.id/handle/123456789/24492
Appears in Collections:SP - Agribusiness

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