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Analisis Pemasaran Semangka (Citrullus Lanatus) Di Desa Dayun Kecamatan Dayun Kabupaten Siak

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Dayun Village is one of the watermelon producing villages in Dayun District, Siak Regency. This study aims to determine the characteristics of farmers, collectors, and retailers, to find out marketing institutions, marketing channels, marketing functions, marketing costs, marketing margins, marketing profits, farmer's share and marketing efficiency. This study uses a survey method conducted from January to May 2021. Sampling by census, as many as 12 watermelon farmers, 4 collectors and 7 retailers. Data analysis used descriptive qualitative and quantitative analysis. The results showed the average age of watermelon farmers at productive age was 47 years, education level was 9 years, farming experience was 11 years and the number of family dependents was 4 people. the average age of the traders is 46 years, the education level is 12 years, the business experience is 9 years and the number of dependents of the family is 3 people. The average age of the retailer is 51, the level of education is 12 years, the business experience is 12 years and the number of dependents in the family is 4 people. The marketing institutions involved in watermelon marketing are farmers as producers, collectors, retailers and consumers. Watermelon marketing consists of 2 channels. Channel I : Farmers-Gatherers-Traders-Retailers-Consumers. Channel II : Farmers-Traders-Retailers-Consumers. Marketing functions carried out by farmers include: exchange functions (sales), and physical functions (storage), marketing functions carried out by collecting traders include: exchange functions (sales and purchases), physical functions (storage and transportation), and functions facilities (standardization and grading, risk assurance, financing, and market information), and functions performed by retailers include: exchange functions (sales and purchases), physical functions (storage and transportation), and facility functions (standardization and grading, risk management, financing, and market information). Channel I marketing costs are Rp. 254.43/kg and channel II is Rp. 137.26/kg, the marketing margin of channel I is Rp. 2.500.00/kg and channel II is Rp. 1,900,00/kg, the profit of channel I marketing is Rp. 2,245.57/kg and channel II is 1,762.74/kg. Marketing channel II is more efficient than marketing channel II, the value of farmer's share in marketing channel II is higher because the price received by farmers is higher.

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Detail Information

Call Number

Agribisnis 658.8 Isb a

Language

Indonesia

NPM

164210425

Publisher

Agribisnis : Universitas Islam Riau., 2023

Keyword(s)

Pemasaran

Other Information

Petugas

Luthfi Pratama

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