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Analisis Pemasaran Emping Melinjo Di Kabupaten Sragen SKRIPSI Oleh

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Analisis Pemasaran Emping Melinjo Di Kabupaten Sragen SKRIPSI Oleh View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Sebelas Maret Institutional Repository Analisis pemasaran emping melinjo di kabupaten Sragen SKRIPSI Oleh : Iryani Riastuti H0304081 FAKULTAS PERTANIAN UNIVERSITAS SEBELAS MARET SURAKARTA 2008 I. PENDAHULUAN A. Latar Belakang Pembangunan pertanian pada dasarnya mempunyai tujuan yaitu untuk meningkatkan hasil dan mutu produksi pertanian, memperluas lapangan pekerjaan, meningkatkan taraf hidup petani, meningkatkan devisa negara serta menunjang kegiatan industri. Kegiatan industri di Indonesia telah berkembang di berbagai usaha baik industri skala rumah tangga, industri kecil, dan industri skala besar. Sektor yang sesuai dengan industri tersebut adalah agroindustri, karena didukung oleh sumber daya alam pertanian yang mampu menghasilkan berbagai produk olahan. Menurut Soekartawi (2001), sebagai motor penggerak pembangunan pertanian agroindustri mempunyai peranan penting dalam kegiatan pembangunan daerah, baik dalam sasaran pemerataan pembangunan, pertumbuhan ekonomi maupun stabilitas nasional. Agroindustri terutama usaha skala kecil dan skala rumah tangga menjadi penting dalam perekonomian Indonesia menuju perubahan dari sektor pertanian menuju basis ekonomi non pertanian. Perubahan tersebut berlangsung sejalan dengan semakin meningkatnya kebutuhan masyarakat pada barang dan jasa, kesempatan kerja, dan penghasilan yang lebih baik serta meningkatnya modal. Agroindustri merupakan suatu sistem pengolahan secara terpadu antara sektor pertanian dengan sektor industri sehingga akan diperoleh nilai tambah dari hasil pertanian tersebut. Menurut Soekaetawi (2001), agroindustri mampu meningkatkan pendapatan para pelaku agribisnis, mampu menyerap tenaga kerja, mampu meningkatkan perolehan devisa, dan mampu mendorong munculnya industri yang lain. Di Kabupaten Sragen terdapat berbagai macam agroindustri di bidang pangan skala rumah tangga diantaranya industri tempe, emping melinjo, makanan dari singkong, tempe kripik, tahu, ampyang jahe, emping garut, dan masih banyak lagi yang dapat dilihat dalam Tabel 1 sebagai berikut : Tabel 1. Unit Usaha Agroindustri di Bidang Pangan Skala Rumah Tangga di Kabupaten Sragen 2007 No. Usaha Agroindustri Jumlah Unit 1. Tempe 542 2. Emping melinjo 345 3. Makanan dari singkong 194 4. Tempe kripik 192 5. Tahu 111 6. Ampyang jahe 95 7. Emping Garut 75 8. Krupuk 69 9. Krupuk Ketan/Beras 56 Sumber : Dinas Perindagkop dan UKM Kabupaten Sragen, 2007 Emping melinjo mempunyai jumlah unit usaha agroindustri di bidang pangan skala rumah tangga urutan kedua di Kabupaten Sragen. Emping melinjo merupakan salah satu produk olahan dari hasil pertanian. Makanan ini adalah sejenis keripik yang dibuat dari buah melinjo yang sudah tua. Emping melinjo merupakan makanan ringan yang dapat dinikmati sebagai camilan. Emping melinjo masih digemari oleh banyak orang dan emping melinjo juga sering disajikan di acara-acara besar seperti pernikahan dan hari raya keagamaan. Proses pengolahannya pada umumnya merupakan proses yang sederhana, selain itu peralatan yang digunakan juga sederhana. Industri emping melinjo di Kabupaten Sragen mampu meningkatkan pendapatan masyarakat setempat. Emping melinjo merupakan makanan yang biasanya tidak dapat memenuhi kebutuhan konsumen secara langsung karena lokasi produksi letaknya berbeda dengan lokasi konsumen, maka pemasaran diperlukan dalam penyampaian produk dari produsen ke konsumen. Dengan pemasaran, selain pendapatan produsen dan lembaga-lembaga atau mata rantai penyaluran produk emping melinjo meningkat juga mampu mencukupi kebutuhan konsumen. Pemasaran adalah semua kegiatan manusia yang dilakukan dalam hubungannya dengan pasar. Pemasaran berarti bekerja dengan pasar guna mewujudkan pertukaran potensial untuk kepentingan memuaskan kebutuhan dan keinginan masyarakat ( Kotler, 1992). B. Perumusan Masalah Pemasaran merupakan hal yang penting dalam menjalankan suatu usaha terutama usaha pertanian karena pemasaran merupakan tindakan ekonomi yang berpengaruh terhadap tinggi rendahnya pendapatan. Produksi yang baik akan sia-sia karena harga pasar yang rendah, sehingga tingginya produksi tidak mutlak memberikan keuntungan yang tinggi pula tanpa disertai pemasaran yang baik dan efisien. Emping melinjo merupakan salah satu produk olahan dari hasil pertanian yaitu yang berasal dari buah melinjo yang sudah tua. Sebagian besar emping melinjo berbentuk bulat, baik yang berukuran besar maupun yang berukuran kecil. Akan tetapi emping melinjo di Kabupaten Sragen, khususnya di Kecamatan Ngrampal mempunyai ciri khas tersendiri yaitu berbentuk persegi empat dengan ukuran ±10cm x 5cm, dimana dalam pembuatannya dibutuhkan buah melinjo (klatak) ±10 buah. Emping melinjo yang dihasilkan dalam usaha industri tidak dapat langsung dinikmati oleh konsumen karena lokasi produksi dan konsumen yang berbeda. Akibatnya terjadi perbedaan harga di tingkat produsen dengan di tingkat konsumen. Kegiatan pemasaran dalam menyampaikan barang dari produsen ke konsumen akan membutuhkan biaya sehingga akan berpengaruh terhadap harga yang dibayar oleh konsumen dengan harga yang ada pada tingkat produsen. Biaya pemasaran terdiri dari biaya pengangkutan, biaya pengemasan, biaya resiko rusak, dan biaya lain-lain. Proses penyampaian produk tersebut oleh produsen atau lembaga pemasaran bisa disalurkan melalui lebih dari satu saluran pemasaran. Masalah pola pemasaran ini sebenarnya bukan semata-mata terletak pada panjang pendeknya saluran pemasaran, tetapi saluran pemasaran mana yang memberikan tingkat efisiensi yang paling tinggi. Melihat kenyataan tersebut maka dapat dirumuskan permasalahan yang akan diangkat dalam penelitian ini adalah : 1. Bagaimana pola saluran pemasaran emping melinjo di Kabupaten Sragen ? 2. Berapa besarnya biaya, keuntungan dan marjin pemasaran emping melinjo di Kabupaten Sragen ? 3. Bagaimana tingkat efisiensi ekonomis masing-masing saluran pemasaran emping melinjo di Kabupaten Sragen ? C. Tujuan Penelitian Penelitian analisis pemasaran emping melinjo di Kabupaten Sragen ini dilaksanakan dengan tujuan : 1. Mengetahui pola saluran pemasaran emping melinjo di Kabupaten Sragen. 2. Menganalisis besarnya biaya, keuntungan dan marjin pemasaran emping melinjo di Kabupaten Sragen. 3. Menganalisis tingkat efisiensi ekonomis dari masing-masing saluran pemasaran emping melinjo di Kabupaten Sragen. D. Kegunaan Penelitian 1. Bagi peneliti, penelitian ini dapat memberikan tambahan pengetahuan bagi peneliti dan merupakan salah satu syarat untuk memperoleh gelar sarjana di Fakultas Pertanian Universitas Sebelas Maret Surakarta. 2. Bagi pemerintah, khususnya Pemerintah Daerah Kabupaten Sragen, hasil penelitian ini diharapkan menjadi sumbangan pemikiran dan bahan pertimbangan dalam penyusunan kebijakan yang berkaitan dengan permasalahan ini. 3. Bagi pihak lain, hasil penelitian ini diharapkan dapat digunakan sebagai bahan pertimbangan, tambahan informasi dan pengetahuan serta referensi dalam penyusunan penelitian selanjutnya atau penelitian-penelitian sejenis. II. LANDASAN TEORI A. Tinjauan Pustaka 1. Penelitian Terdahulu Hasil penelitian Inawati (1998) mengenai Analisis Biaya dan Marjin Pemasaran Emping Melinjo di Kabupaten Kebumen dapat diketahui bahwa dalam menyalurkan emping melinjo di Kabupaten Kebumen, perajin menggunakan empat macam saluran pemasaran yaitu : Saluran I : Perajin Tengkulak Pedagang pengecer Konsumen Saluran II : Perajin Pedagang Besar Pedagang pengecer di luar kota Saluran III : Perajin Pedagang luar kota Konsumen di luar kota Saluran IV : Perajin Pedagang pengecer Konsumen Total biaya yang dikeluarkan oleh saluran pemasaran I adalah Rp1.041,91/kg (8,68%), total keuntungan Rp 624,80/kg (5,20%), dan marjin pemasaran Rp 1.666,71/kg (13,88%). Untuk saluran II total biaya pemasaran Rp 1.173,70/kg (10,1%), total keuntungan Rp 259,00/kg (2,22%), dan marjin pemasaran Rp 1.433,34/kg (12,23%). Untuk saluran III total biaya pemasaran Rp 1.256,23/kg (10,41%), total keuntungan Rp 493,49/kg (4,09%), dan marjin pemasaran Rp 1.749,72/kg (14,50%). Sedangkan untuk saluran IV total biaya pemasaran Rp 94,17/kg (8,34%), total keuntungan Rp 490,56/kg (4,12%), dan marjin pemasaran Rp 1.484,73/kg (12,46%). Saluran pemasaran II mempunyai marjin pemasaran yang lebih rendah dan bagian perajin (farmer’s share) yang lebih tinggi daripada saluran yang lain, sehingga merupakan saluran yang paling efisien secara ekonomis. Hasil penelitian yang dilakukan Pambudi (2004) mengenai Analisis Pemasaran Tempe Kedelai Skala Rumah Tangga di Kecamatan Pedan Kabupaten Klaten menunjukkan bahwa dalam pemasaran tempe kedelai di Kecamatan Pedan Kabupaten Klaten terdapat dua saluran pemasaran untuk jenis tempe bungkus daun dan bungkus plastik yaitu: Saluran I : Produsen Konsumen Saluran II : Produsen Pedagang pengecer Konsumen Saluran I lebih banyak digunakan yaitu sejumlah 22 reponden. Saluran tersebut mempunyai saluran pemasaran yang lebih efisien dibanding saluran pemasaran II Di Kecamatan Pedan Kabupaten Klaten. Ditinjau dari indeks efisien teknis dan efisien ekonomis pada saluran I indeks efisien teknis sebesar 0,09 untuk tempe bungkus daun dan 1,58 untuk tempe bungkus plastik. Indeks efisien ekonomis sebesar 37,08 untuk tempe bungkus daun dan 24,55 untuk tempe bungkus plastik, maka saluran I lebih efisien. Dari penelitian terdahulu dapat diambil kesimpulan bahwa semakin pendek saluran pemasaran suatu produk dengan marjin pemasaran rendah serta farmer’s share yang tinggi, maka efisiensi pemasaran akan tinggi pula. Dengan tingginya efisiensi pemasaran ini maka di
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