Analisis Efisiensi Pemasaran Pinang dengan Pendekatan Structure Conduct and Performance (SCP) di Kecamatan Betara Kabupaten Tanjung Jabung Barat

Purnama Sari, Ita Analisis Efisiensi Pemasaran Pinang dengan Pendekatan Structure Conduct and Performance (SCP) di Kecamatan Betara Kabupaten Tanjung Jabung Barat. Fakultas Pertanian. pp. 1-12.

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Ita%20Purnama%20Sari%20(Analisis%20Efisiensi%20Pemasaran%20Pinang%20dengan%20Pendekatan%20Structure%20Conduct%20and%20Performance%20(SCP)%20di%20Kecamatan%20Betara%20Kabupaten%20Tanjung%20Jabung%20Barat)%20.pdf
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Abstract

Abstrak Penelitian ini bertujuan untuk mengkaji saluran pemasaran dan fungsi-fungsi pemasaran dari masing-masing lembaga pemasaran pinang di Kecamatan Betara Kabupaten Tanjung Jabung Barat serta mengkaji efisiensi pemasaran pinang dilihat dari structure, conduct, and performance (SCP) di Kecamatan Betara Kabupaten Tanjung Jabung Barat. Penelitian ini dilaksanakan di Desa Makmur Jaya dan Desa Sungai Terap Kecamatan Betara Kabupaten Tanjung Jabung Barat, dan dilaksanakan dari tanggal 23 Agustus sampai tanggal 27 September 2017. Data yang digunakan adalah data primer dan sekunder. Data dikumpulkan dengan melakukan metode survei dan wawancara langsung dengan bantuan kuisioner dihitung dengan analisis data menggunakan pendekatan Structure Conduct and Performance (SCP). Pemasaran pinang di Kecamatan Betara terdiri dari tiga pola saluran pemasaran, yaitu: 1) petani-PPB-perusahaan eksportir; 2) petani-PPK-PPB-perusahaan eksportir; 3) petani-PPK-perusahaan eksportir. Fungsi pemasaran yang dilakukan oleh lembaga-lembaga pemasaran, yaitu fungsi pertukaran, fungsi fisik dan fungsi fasilitas. Berdasarkan struktur pasar, pemasaran pinang di Kecamatan Betara cenderung mengarah kepada struktur pasar oligopsoni. Dilihat dari perilaku pasar, lembaga pemasaran yang terlibat memiliki perilaku yang berbeda-beda. Sedangkan berdasarkan kinerja pasar menunjukkan bahwa nilai marjin, farmer’s share, dan rasio keuntungan tidak merata pada masing-masing lembaga pemasaran. Berdasarkan indikator SCP yang telah dijelaskan dapat diketahui bahwa pemasaran pinang di di Kecamatan Betara belum efisien. Berdasarkan kondisi saat ini dan hasil analisis yang telah dilakukan, saluran pemasaran I (petani-PPB-perusahaan eksportir) merupakan alternatif saluran pemasaran yang efisien yang dapat dipilih oleh petani pinang. Kata Kunci : Pinang, Pemasaran, SCP, Betara ABSTRACT This research aims to examine marketing channels and marketing functions of each pinang marketing institutions in Betara Sub-district, Tanjung Jabung Barat District and examine the marketing efficiency of pinang seen from structure, conduct, and performance (SCP) in Betara Sub-district, Tanjung Jabung Barat District. This research was conducted in Makmur Jaya Village and Sungai Terap Village, Betara Subdistrict, Tanjung Jabung Barat District, this research was conducted from August 23 until September 27, 2017. The data used are primary and secondary data. Data were collected by conducting survey methods and direct interviews with the help of questionnaires calculated by data analysis using Structure Conduct and Performance (SCP) approach. Marketing in Kecamatan Betara consisted of three marketing channel patterns: 1) farmer-PPB-exporter company; 2) farmers-PPK-PPB-exporting companies; 3) farmers-PPK-exporting companies. Marketing functions undertaken by marketing institutions, namely the function of exchange, physical function and function of the facility. Based on market structure, betel marketing in Kecamatan Betara tends to lead to oligopsoni market structure. Judging from market behavior, the marketing agencies involved have different behaviors. While based on market performance shows that the margin value, farmer's share, and profit ratio are uneven in each marketing agency. From SCP indicator that has been explained can be seen that marketing pinang in District Betara not efficient yet. Based on the current conditions and the results of the analysis that has been done, marketing channel I (farmer-PPB-exporter company) is an efficient marketing channel alternative that can be selected by the pinang farmers. Keywords: Pinang, Marketing, SCP, Betara

Type: Article
Subjects: S Agriculture > S Agriculture (General)
Depositing User: ITA PURNAMA SARI
Date Deposited: 12 Feb 2018 08:19
Last Modified: 12 Feb 2018 08:19
URI: https://repository.unja.ac.id/id/eprint/3265

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