ANALISIS PEMASARAN JERUK MANIS PACITAN (Citrus Sinensis) DI DESA PUNTEN KECAMATAN BUMIAJI KOTA BATU

Abstract

his research aims to determine the marketing channel for Pacitan Sweet Oranges from producers to consumers, as well as determine marketing costs, marketing margin, farmer's share and level of marketing efficiency in Punten village, Bumiaji sub-district, Batu city. The selection of the research location was carried out purposively. The sampling method used in this research was a survey method with a census of 50 Pacitan sweet orange farmers. 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 Pacitan Sweet Oranges. The analysis results show that the highest farmer's share value is in marketing channel I with a total of 52.20%. The lowest farmer's share value is in marketing channel II with a total of 36.93%. Total marketing margin analysis for marketing channel I is 6,333 and channel 8,915. The smaller the existing marketing margin, the more efficient the marketing. Meanwhile, the efficiency value obtained from channel I is 3.12% and channel II is 6.14%. According to (Soekartawi, 2003), the decision rule for marketing efficiency is that if EP < 50% then it is efficient and EP > 50% then it is inefficient. Both channels are categorized as inefficient because both channels have an EP efficiency value of > 50%, which states that marketing is more efficient if the Marketing Efficiency (EP) value is smaller. However, of the two marketing channels for Oranges in Punten Village, Bumiaji District, Batu City, channel I is the most efficient marketing channel because the EP value is smaller than the EP value of channel II.

Keywords: Pacitan Sweet Oranges, Marketing Channels, Marketing Margin, Farmer's Share, Marketing Efficiency