ANALISIS PEMASARAN KELENGKENG LOKAL “Kateki” (Studi Kasus Bapak Suwardi Desa Jokarto Kecamatan Tempeh Kabupaten Lumajang)

Abstract

Abstract

The aim of this research is 1) to describe the marketing channel pattern of the local Kateki longan fruit on Mr Suwardi's longan plantation. 2) To analyze the marketing efficiency of Mr Suwardi's Kateki Local Longan. This research was conducted at the Kateki Local Longan Plantation owned by Mr. Suwardi which is located in Jokarto Village, Tempeh District, Lumajang Regency. The selection of the research location was carried out purposively. Only 1 longan farmer in Jokarto Village was identified, namely Mr. Suwardi, so the sample used in the research was taken from 1 farmer. Meanwhile, middlemen, wholesalers and retailers took samples using the snowball sampling technique. The data analysis method is carried out through quantitative descriptive. The results of the research carried out show that there are 2 marketing channels for the Local Longan "Kateki". In addition, based on the results of the analysis, the total marketing margin of marketing channel I was 21,875 for grade A longan fruit and 24,125 for grade B. Meanwhile, marketing channel II had a total margin of 0 for both grade A and B longan fruit. The analysis results showed that the Farmer’s Share % 40%. This shows that all marketing channels are basically efficient. Based on the results of the analysis, the marketing efficiency value shows <5% for both grade A and Blongan fruit so that channels I and II are said to be efficient. This can be seen from the criteria for being said to be efficient, namely if the EP value is <5% and inefficient if the EP value is >5%.

Keywords: Longan, Marketing Channels, Marketing Efficiency