NURLAILA, AIDHA (2019) ANALISIS PEMASARAN JAMBU BIJI (Psiduium guajava, L) (Studi kasus di Kelurahan Kunciran Jaya, Kecamatan Pinang, Kota Tangerang, Provinsi Banten). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

Text ANALISIS PEMASARAN JAMBU BIJI (Psiduium guajava, L) (Studi kasus di Kelurahan Kunciran Jaya, Kecamatan Pinang, Kota Tangerang, Provinsi Banten).pdf Restricted to Registered users only Download (3MB)

Abstract

AIDHA NURLAILA Marketing Analysis of Guava (A Case Study at Kunciran Jaya Village, Pinang Subdistrict - Lampung Tengah Regency) under the guidance of JOHAN SETIAWAN and SUHERNA. This research aims to analys the marketing channels of guava product Kunciran Jaya village, to analys the functions of marketing who did by marketing institute guava product Kunciran Jaya village, and to analys marketing efficiency giava product Kunciran Jaya village. The basic method used is survey. Research areas be determined in a intentional (purposive) manner is Kunciran Jaya village and the respondent were taken with purposive sampling method. Marketing institute were taken with snowball sampling method. There were taken 1 producer, 3 merchants middleman, and 1 retailer. The data was used is the primary data and secondary data. The results showed that there was three marketing channels of pineaples’s, marketing channel I: producer-merchants middleman–retailers–consumers, marketing channel II: producer–merchant middlemen–consumers and marketing channel III: producer–merchant middleman–consumer. Marketing channels I has Rp. 3.637-/kg of marketing margin, 18,03% of farmer's share, and 8,73 of benefit-cost ratio. Marketing channels II has Rp. 2.507-/kg of marketing margin, 22,94 % of farmer’s share, and 7,27 of benefit-cost ratio. Marketing channel III has Rp. 1.960 -/Kg of marketing margin, 28,93 % of farmer’s share, and 19 of benefit-cost ratio. From that values we can conclude that, the most efficient marketing channel of pineaples is marketing channel III because it has the biggest farmer’s share value and benefit-cost ratio compared with marketing channel I and II. Key words: marketing efficiency, farmer’s share, benefit-cost ratio, pineaple

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