Update Artikelilmiah: 27314

ARDINA DESTRIANA

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Abstrak (Bhs. Indonesia)

Desa Lolong merupakan sentra durian di Kabupaten Pekalongan. Pemasaran durian lokal di Desa Lolong melibatkan beberapa lembaga pemasaran dengan saluran yang panjang dan harga jual yang tinggi. Penelitian ini bertujuan untuk; 1) mengetahui saluran pemasaran, 2) mengetahui efisiensi pemasaran, dan 3) mengetahui alasan konsumen membeli buah durian lokal di Desa Lolong Kecamatan Karanganyar Kabupaten Pekalongan. Pengambilan data dilaksanakan pada tanggal 5 April hingga 5 Juni 2019. Penentuan sampel petani menggunakan simple random sampling dengan jumlah sampel sebanyak 36 orang. Penentuan sampel pedagang perantara yang meliputi pedagang pengecer 10 orang dan pedagang pengumpul 2 orang menggunakan metode snowball sampling, sedangkan penentuan sampel untuk konsumen sebanyak 30 orang menggunakan metode accidental sampling. Analisis data yang digunakan analisis marjin pemasaran, farmer’s share, rasio keuntungan atas biaya, indeks efisiensi teknis dan ekonomis. Hasil penelitian menunjukkan bahwa terdapat 3 saluran pemasaran buah durian lokal di Desa Lolong Kecamatan Karanganyar yaitu saluran I (Petani – konsumen), saluran II (Petani – pedagang pengecer – konsumen), saluran III (Petani - pedagang pengumpul – pedagang pengecer – konsumen). Efisiensi pemasaran dilihat dari analisis marjin pemasaran, farmer’s share, keuntungan atas biaya, dan indeks efisiensi teknis dan ekonomis, menunjukkan bahwa saluran I merupakan saluran yang paling efisien dibandingkan dengan saluran lainya. Alasan konsumen membeli buah durian lokal di Desa Lolong adalah harga yang terjangkau, suasana yang indah dan sejuk.

Abtrak (Bhs. Inggris)

Lolong Village is a durian center village in Pekalongan Regency. Local durian marketing in Lolong Village involves several marketing institutions with long channels and high selling prices. This study aims to; 1) know the local durian marketing channel, 2) know the local durian marketing efficiency, and 3) know the reasons consumers buy local durian in Lolong Village, Karanganyar Sub-District Pekalongan Regency. The study was conducted in Lolong Village in April to June 2019. Farmers sample determination using simple random sampling and intermediary traders sample determination using snowball sampling. Each sample obtained 36 farmers, 10 retailers, and 2 collecting traders. The data analysis used is marketing margins analysis, farmer's share, and profit-to-cost ratio. The results showed that (1) There are 3 local durian marketing channels in Lolong Village, Karanganyar Sub-District. Channel I (Farmers - consumers), channel II (Farmers - retailers - consumers), channel III (Farmers - collectors - retailers - consumers) (2) The value of local durian marketing efficiency in Lolong Village based on marketing margins analysis, farmer's share, profit-to-cost ratio, and technical and economic efficiency index that channel I is the most efficient channel compared to other channels. (3) The reason consumers buy local durian in Lolong Village is an affordable price, and a beautiful and cool atmosphere. There are 5 stages in the decision making process of purchasing local durian in Lolong Village, namely; the needs introduction, information seeking, alternative evaluation, purchasing decisions, and post-purchase. Alternative evaluation stage, consumers have a reason to buy durian in Lolong Village from the affordable prices attributes, and also beautiful and cool atmosphere attributes.

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