ANALISIS MANAJEMEN RANTAI PASOK (SUPPLY CHAIN) WORTEL (Daucus carota L.) DI SUB TERMINAL AGRIBISNIS (STA) MANTUNG DI KECAMATAN PUJON KABUPATEN MALANG

Abstract

This research aims to analyze the management of carrot supply chains located in the Mantung Agribusiness Sub Terminal of Pujon District, Malang Regency. Data retrieval is carried out by the interview method. Sampling was carried out non probability sampling with snowball sampling techniques with respondents as many as 30 people, 15 farmers, 5 collectors, 5 wholesalers and 5 retailers. The research approach is a qualitative and quantitative approach, a qualitative method for analyzing supply chain management using the Food Supply Chain Network (FSCN) approach quantitative method in the form of multiple linear regression analysis by analyzing marketing margins, price transmission elasticity analysis and marketing efficiency analysis. The results showed that the marketing channels located in STA Mantung there are 2 channels, marketing margins show efficient value, analysis of the elasticity of price transmission Et > 1 and 3 variable prices at the farmer level, prices at the consumer level and marketing flow have a significant effect on marketing efficiency.