Analisis Pemasaran Ubi Jalar Manohara di Nagari Koto Tinggi Kecamatan Baso Kabupaten Agam

Authors

  • Eggy Millenia Permata Universitas Andalas
  • Yusri Usman Universitas Andalas
  • Rika Hariance Universitas Andalas

DOI:

https://doi.org/10.25077/joseta.v5i1.454

Keywords:

efisiensi, pemasaran, farmer share

Abstract

Pemasaran memegang peranan penting dalam sistem agribisnis, sebagai usahatani komersial pemasaran Ubi Jalar Manohara akan menentukan keberhasilan dan keberlanjutan usahatani petani. Penelitian ini bertujuan untuk (1) mendeskripsikan saluran, lembaga, dan fungsi pemasaran Ubi Jalar Manohara di Nagari Koto Tinggi, Kecamatan Baso, Kabupaten Agam, (2) menganalisis marjin pemasaran dan farmer’s share, serta (3) menganalisis efisiensi pemasaran. Metode yang digunakan adalah metode survey. Sampel yang digunakan dalam penelitian ini terdiri dari petani, pedagang pengumpul dan pedagang antar daerah. Pengambilan sampel petani dilakukan dengan metode pengambilan sampel secara sengaja (purposive sampling). Pengambilan sampel pedagang dilakukan dengan metode snowball sampling. Analisis data dilakukan secara kualitatif untuk tujuan pertama, dan analisis kuantitatif untuk tujuan kedua dan ketiga. Hasil penelitian menunjukkan bahwa (1) terdapat 3 saluran pemasaran Ubi Jalar Manohara, yaitu Saluran I :  Petani – Konsumen antara (Industri Pengolahan Stik ubi), Saluran II: Petani – Pedagang Pengumpul – Konsumen Antara (Pabrik Saus), Saluran III: Petani – Pedagang Pengumpul – Pedagang Pengecer – Konsumen Akhir yang melakukan fungsi pemasaran yang terdiri dari fungsi pertukaran, fungsi fisik dan fungsi fasilitas yang berbeda beda. (2) Nilai margin pemasaran terkecil terdapat pada saluran I, nilai farmer’s share terbesar terdapat pada saluran I (3) nilai persentasi efisiensi pemasaran terkecil terdapat pada saluran I. Disarankan kepada petani sebaiknya memasarkan Ubi Jalar Manohara mereka pada saluran I yaitu menjualkan ubi langsung ke industri pengolahan ubi, karena dari tingkat efisiensi pemasaran, saluran I lebih efisien dibanding saluran lainnya dan kepada pemerintah yang terkait diharapkan untuk dapat memberikan sosialisasi untuk memperluas agroindustri ubi yang mengolah ubi menjadi berbagai produk turunannya.

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Published

2023-08-23

Issue

Vol. 5 No. 1 (2023): April

Section

Research Articles

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