ANALISIS EFISIENSI SALURAN PEMASARAN DAN STRATEGI PEMASARAN KOMODITI NANAS (Ananas comosus L.) DI DESA MENANTI KECAMATAN KELEKAR KABUPATEN MUARA ENIM

FATHIN, MUHAMMAD RIFQI and Minha, Amruzi (2023) ANALISIS EFISIENSI SALURAN PEMASARAN DAN STRATEGI PEMASARAN KOMODITI NANAS (Ananas comosus L.) DI DESA MENANTI KECAMATAN KELEKAR KABUPATEN MUARA ENIM. Undergraduate thesis, Sriwijaya University.

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Abstract

The aims of this study were 1) to identify and describe the marketing channel of pineapple in Menanti Village, 2) to analyze the efficiency level of the pineapple marketing channel in Menanti Village based on its profit margin, marketing margin, and farmer’s share, 3) to describe the development strategy of pineapple marketing in Menanti Village. This research was conducted in Menanti Village Kelekar District MuaraEnim Regency. The location of this research was chosen based on the consideration that Menanti Village is one of the highest pineapple producing villages in MuaraEnim Regency with high quality as to even be awarded with Prima 3 certificate by the Food Security Agency of Sumatera Selatan. The population in this study were of the pineapple farmers in Menanti Village, namely 356 farmers. This research utilizes Simple Random Sampling method in which 15% of the total population, namely 40 farmers were chosen as its sample. The marketing agency respondents itself were chosen by using snowball sampling. The results showed that there are two types of marketing channel in Menanti Village which are: 1) farmers middleman wholesellerretail  consumer, and 2) farmers middleman wholesellerPT. Interbisretail  consumer. Of the two marketing channel, the latter is considered more efficient which offers higher profit margin both for farmers and marketing agency involved. The SWOT analysis of pineapple farming in Menanti Village indicated that it would be best to implement a growth oriented strategy.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Efisiensi Pemasaran, Strategi Pengembangan, Usahatani Nanas
Subjects:	S Agriculture > S Agriculture (General) > S560-571.5 Farm economics. Farm management. Agricultural mathematics. Including production standards, record keeping, farmwork rates, marketing
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Muhammad Rifqi Fathin
Date Deposited:	11 Jul 2023 06:24
Last Modified:	11 Jul 2023 06:24
URI:	http://repository.unsri.ac.id/id/eprint/115232

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