ANALISIS EFISIENSI SALURAN PEMASARAN DAN FUNGSI PEMASARAN KOPI ROBUSTA DI DESA PAGARDEWA KECAMATAN MUARADUA KISAM KABUPATEN OGAN KOMERING ULU SELATAN

ZAWINDRA, PADLION NANDA and Lifianthi, Lifianthi (2025) ANALISIS EFISIENSI SALURAN PEMASARAN DAN FUNGSI PEMASARAN KOPI ROBUSTA DI DESA PAGARDEWA KECAMATAN MUARADUA KISAM KABUPATEN OGAN KOMERING ULU SELATAN. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the efficiency of marketing channels and marketing functions of Robusta coffee in Pagardewa Village, Muaradua Kisam Sub-district, Ogan Komering Ulu Selatan Regency. The research employed a survey method with both qualitative descriptive and quantitative approaches. Sampling techniques included simple random sampling for farmers and snowball sampling for marketing institutions. The results revealed two marketing channel patterns: (1) farmers → large traders → consumers, and (2) farmers → collecting traders → large traders → consumers. The marketing functions identified include exchange functions, physical functions, and facilitating functions. Analysis of marketing margins and farmer’s share indicated that Marketing Channel I was more efficient, with a margin of IDR 5,858/kg and a farmer’s share of 90.70%. Meanwhile, Channel II had a margin of IDR 8,875/kg and a farmer’s share of 85.91%. Based on the farmer’s share threshold of ≥60%, both channels were considered efficient, but Channel I proved more advantageous in terms of marketing efficiency and profitability.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	robusta coffee, marketing channels, marketing efficiency, marketing margin, farmer’s share
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Padlion Nanda Zawindra
Date Deposited:	30 Jun 2025 16:25
Last Modified:	30 Jun 2025 16:25
URI:	http://repository.unsri.ac.id/id/eprint/176116

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