ANALISIS PEMASARAN TOMAT DI DESA SAWAH KECAMATAN MUARAPINANG KABUPATEN EMPAT LAWANG

Abstract

This study aims to analyze the marketing of tomato farming in Sawah Village, to identify the marketing channels involved at each level of the supply chain, and to calculate the marketing margins for each institution involved, in order to determine whether the marketing channels are efficient. The research was conducted in Sawah Village, Muara Pinang District, Empat Lawang Regency, which is one of the tomato-producing areas in the regency. Primary data were obtained through interviews and direct observation with respondents. A total of 12 respondents were selected as samples, consisting of 4 farmers, 3 collecting traders, 1 wholesaler, and 4 retailers. The sampling method used was non-probability sampling with a purposive sampling technique. The data were analyzed using cost and marketing margin analysis, by calculating the costs, profits, and marketing margins at each intermediary institution in the various marketing channels. The findings reveal that two main marketing channels exist in Sawah Village: the first is a level III channel involving farmers, collecting traders, wholesalers, retailers, and consumers; the second is a level II channel involving farmers, collecting traders, retailers, and consumers. Marketing margins differ across the channels. In the level III channel, the farmers’ selling price is IDR 7,000/kg and the final consumer price is IDR 12,000/kg, resulting in a margin of IDR 5,000/kg. A similar margin is found in the level II channel. The efficiency percentage for the level III marketing channel is 0.07%, and for the level II channel is 0.06%, indicating that both are efficient as they fall below the 33% efficiency threshold.

Keywords: Marketing; Farming; Tomato.