ANALISIS EFISIENSI PEMASARAN BROKOLI DI DESA SIDOMUKTI KECAMATAN GETASAN KABUPATEN SEMARANG

Abstract

One of the provinces in Indonesia as a producer of broccoli is Central Java Province. In every marketing activity, some farmers still experience losses from broccoli production activities. Marketing margin is the difference between the price received by producers and consumers. The purpose of this study is to identify alternative marketing channels for broccoli in Sidomukti Village, Getasan District, Semarang Regency and to analyze the factors of producer price, marketing margin, and marketing costs that affect the marketing efficiency of broccoli in Sidomukti Village, Getasan District, Semarang Regency. The method used to determine the location was chosen purposively (chosen deliberately). The methods used for data collection were observation and interviews. The data analysis method used in this research is descriptive and quantitative analysis. Sidomukti village has four marketing channels, namely marketing channel 1, marketing channel 2, marketing channel 3, and marketing channel 4. The largest margin value for broccoli marketing is in marketing channel 3 Farmer's share occurs in the marketing channel 4, the most efficient value ratio of profits obtained in the marketing channel. In the regression test results with the variable producer price (x1) and marketing costs (x2) to the sales margin (y). It was found that the marketing cost variable had a positive and insignificant effect on the market margin of 0.905. The producer price variable has a negative and insignificant effect on the market margin of -0.485. Keywords: Broccoli, Market efficiency, farmer share, marketing margin