Paper ID: 84
Analysis of marketing efficiency of shallot (Allium ascalonicum L.) in Karanganyar Regency
Setyowati1,2*, E S Rahayu3, H Irianto3 and J Sutrisno3
1 Doctoral Program of Agriculture Science, Graduate School of Universitas Sebelas Maret, 57126 Surakarta, Central Java, Indonesia
2 Department of Agriculture, Agriculture Faculty of Universitas Sebelas Maret, 57126 Surakarta, Central Java, Indonesia
3 Department of Agribusiness, Agriculture Faculty of Universitas Sebelas Maret, 57126 Surakarta, Central Java, Indonesia
Shallots are one of the high-value horticultural commodities so that many farmers cultivate them, especially in Karanganyar Regency. The research aimed to analyze the marketing efficiency of shallot. The location was chosen purposively in Karanganyar regency, Central Java. The sampling method used is the snowball sampling method, which consisted of farmers, collectors, traders, and consumers. Samples in this research are 120 shallot farmers with questionnaires. The data analysis method used in this study consists of descriptive marketing funnel analysis, marketing margin analysis using the cost, profit, and marketing margin formula calculations, marketing efficiency analysis economically using marketing margin percentage and farmer’s share. The results of this study indicate that there are four marketing funnels for shallot, (1) Farmers – market traders – retailers – consumers (2) Farmers – collectors – market traders – retailers – consumers (3) Farmers – collectors – market traders outside the city – consumers outside the city (4) Farmers – collectors outside the city – consumers outside the city. Based on the farmer’s share value results, the most efficient in this study was marketing funnel four. It has the highest farmer share value of 88,83% and occurs when shallot farmers sell products directly to final consumers. Farmers are better off offering shallots that are ready to be sold to the final consumer, so the price offered can be high.