Analisis Efisiensi Pemasaran Produk Madu Di Kabupaten Pasuruan

Trismawan, Ujang Indra (2015) Analisis Efisiensi Pemasaran Produk Madu Di Kabupaten Pasuruan. Sarjana thesis, Universitas Brawijaya.

Abstract

Indonesia merupakan salah satu negara yang memiliki potensi aneka ragam jenis lebah penghasil madu dan jenis tanaman berbunga sebagai sumber pakan lebah yang cukup besar untuk memproduksi madu. Potensi yang ada di Indonesia terhadap lebah harus dimanfaatkan sebaik mungkin untuk memproduksi madu sebagai bahan pangan. Produksi madu harus didukung dengan proses pemasaran yang efisien karena pemasaran memegang kunci keberhasilan dalam menggali, mempertahankan, dan mengembangkan sumber-sumber pendapatan suatu usaha. Kurangnya pengetahuan para produsen lebah madu di bidang manajemen pemasaran membuat mereka tidak bisa mendapatkan hasil yang maksimal. Salah satu indikator keberhasilan pemasaran suatu produk lebah madu adalah sistem pemasaran yang berlangsung harus efisien. Sistem pemasaran yang efisien berarti harus bisa menjual produk madu secara luas dengan biaya yang seminimal mungkin, sehingga baik dari pihak produsen maupun konsumen tidak ada yang merasa dirugikan karena selisih harga dari produsen ke konsumen tidak terlalu tinggi. Pengumpulan data penelitian dilaksanakan mulai 14 Agustus sampai 14 September 2014 di Kabupaten Pasuruan. Tujuan penelitian adalah mengetahui saluran pemasara produk madu, pengeluaran, penerimaan, keuntungan, dan margin pemasaran produk madu masing-masing lembaga pemasaran dan saluran pemasaran produk madu yang paling efisien di Kabupaten Pasuruan. Penelitian dilaksanakan di peternakan lebah madu di Kabupaten Pasuruan dan lembaga pemasaran yang terkait di dalamnya. Penelitian dilakukan dengan metode survei penentuan sampel dilakukan dengan metode purposive sampling untuk peternak, untuk pedagang metode yang digunakan adalah snowball sampling dan untuk konsumen accidental sampling. Analisis data menggunakan analisis deskriptif yaitu margin pemasaran, farmer’s share, share keuntungan dan share biaya pemasaran pada masing-masing lembaga pemasaran. Hasil penelitian ini menunjukkan saluran pemasaran yang terdapat di Kabupaten Pasuruan ada tiga saluran pemasaran yaitu meliputi: 1. Produsen/Peternak  Pedagang Besar  Pedagang pengecer (Retailer)  Konsumen, 2. Produsen/PeternakPedagang BesarKonsumen, 3. Produsen/PeternakKonsumen. Fungsi pemasaran yang dilakukan lembaga pemasaran meliputi fungsi penjualan, pembelian, penyimpanan, pengangkutan, penanggungan resiko, transportasi dan informasi pasar. Tingkat efisiensi pemasaran dilihat dari margin pemasaran yang diperoleh beragam dan tidak merata. Nilai R/C Ratio masing-masing lembaga adalah peternak 1,35, pedagang besar 1,26, dan pedagang pengecer 1,12. Margin pemasaran yang terbentuk pada saluran pola I, saluran pemasaran pola II dan saluran pemasaran pola III masing-masing adalah sebesar;Rp. 50.617,3,-/botol, Rp. 43.263,11,-/botol dan Rp.33.263,11,-/botol. Share harga yang diterima peternak produsen/produsen pada masing-masing pola adalah sebesar 60,31% pada pola I, pola II 65,58%, dan pola III 100%. Share biaya pemasaran masing-masing lembaga pemasaran adalah pola I : peternak 8,94%, pedagang besar 34,89%, pedagang pengecer 31,88%. Pola II : peternak 8,94%, pedagang besar 27,16%. Pola III : peternak 100%. Share keuntungan masing-masing lembaga pemasaran adalah pola I : peternak 91,06%, pedagang besar 65,11%, pedagang pengecer 69,12%. Pola II : peternak 91,06%, pedagang besar 72,84%. Pola III : peternak 100%. Nilai efisiensi pemasaran pola I, pola II dan pola III adalah 0,077, 0,095 dan 0,031. Disimpulkan bahwa terdapat III jalur pemasaran produk madu di Kabupaten Pasuruan yakni: jalur pemasaran I dimulai dari peternak ke pedagang besar ke Retailer dan konsumen akhir, jalur pemasaran II dimulai dari peternak ke pedagang besar ke konsumen akhir, jalur pemasaran III dari peternak langsung ke konsumen. Pemasaran langsung adalah jalur yang paling efisien dalam pemasaran produk madu di Kabupaten Pasuruan berdasarkan indikator pemasaran: nilai margin pemasaran yang paling rendah Rp. 33.282,75,-/botol, share harga 100%, share keuntungan 96,16%, share biaya pemasaran 3,84% dan nilai efisiensi pemasaran 0,03. Perbandingan tingkat efisiensi pemasaran pada jalur pemasaran pola II 0,18 dan efisiensi pemasaran pola I 0,23. Indikator pemasaran pola II: margin pemasaran Rp. 43.282,75,-, Share harga 64,77%, Share biaya pemasaran peternak 9,37% dan pedagang besar 26,54%, Share keuntungan peternak 90,63% dan pedagang besar 73,46%. Indikator pemasaran pola I: margin pemasaran Rp. 50.636,94,-, Share harga 59,57%, Share biaya pemasaran peternak 9,37%, pedagang besar 33,87% dan retailer 30,88%. Share keuntungan peternak 90,63%, pedagang besar 66,13% dan retailer 69,12%. Saran peternak harus mengetahui harga pasar dan juga maningkatkan pola penjualan langsung ke konsumen sehingga mendapatkan keuntungan yang lebih besar. Penjualan langsung dapat dilaksanakan dengan cara penjualan online sehingga dapat menjual dalam skala yang lebih banyak dengan biaya yang sedikit.

English Abstract

The research was conducted in Pasuruan regency of East Java Province. The objective of this research was to investigate marketing pattern (MP) and marketing efficiency. Three group respondents involved 32 farmers who were selected by purposive sampling method; 10 traders and 10 consumers were obtained by snowball sampling method. Primary data were obtained by survey method using questionnaire through interviews with respondents. Secondary data were collected from related institutions. Data were analyzed by descriptive analysis using marketing efficiency, share price, share marketing cost, share profit and marketing margin. Results showed that there were three marketing pattern MP-I: farmers to wholesalers to Retailers to consumers, marketing pattern MP-II: farmers to wholesalers to consumers and direct marketing MP-III: farmers to consumers. Direct marketing indicated more efficient (0.03). This was based on IDR 33,263 of marketing margin, 100% of share price, 3.84% of cost share and 96.16% of profit share. For indirect marketing, MP-II (0.18) was more efficient in marketing than MP-I (0.23) on the basis of marketing indicators. MP-II can obtain IDR 43,283 of marketing margin, 64.77% of share price, 9.37% and 26.54% of cost share, 90.63%, and 73.46% of profit share. MP-I, however, provided IDR 50,637 of marketing margin, 59.57% of share price, 9.37% of farmer cost share, 33.87% of wholesaler cost share, 30.88% of retailer cost share, 90.63% of farmer share profit, 66.13% of wholesaler profit share, and 69.12% of retailer profit share.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FPT/2015/33/051501613
Subjects: 600 Technology (Applied sciences) > 636 Animal husbandry
Divisions: Fakultas Peternakan > Peternakan
Depositing User: Budi Wahyono Wahyono
Date Deposited: 24 Feb 2015 14:21
Last Modified: 24 Nov 2021 02:31
URI: http://repository.ub.ac.id/id/eprint/137615
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