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Efisiensi Pemasaran Cabai Merah Keriting Di Kabupaten Karo

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Efisiensi Pemasaran Cabai Merah Keriting Di Kabupaten Karo EFISIENSI PEMASARAN CABAI MERAH KERITING DI KABUPATEN KARO TESIS Oleh MERRY CHRISTINA KABAN 187039026/MAG PROGRAM STUDI MAGISTER AGRIBISNIS FAKULTAS PERTANIAN UNIVERSITAS SUMATERA UTARA MEDAN 2020 i Universitas Sumatera Utara EFISIENSI PEMASARAN CABAI MERAH KERITING DI KABUPATEN KARO TESIS Tesis Sebagai Salah Satu Syarat untuk Dapat Memperoleh Gelar Magister Pertanian pada Program Studi Magister Agribisnis Fakultas Pertanian Universitas Sumatera Utara Oleh MERRY CHRISTINA KABAN 187039026/MAG PROGRAM STUDI MAGISTER AGRIBISNIS FAKULTAS PERTANIAN UNIVERSITAS SUMATERA UTARA MEDAN 2020 ii Universitas Sumatera Utara Judul : Efisiensi Pemasaran Cabai Merah Keriting di Kabupaten Karo Nama : Merry Christina Kaban NIM : 187039026 Program Studi : Magister Agribisnis Menyetujui Komisi Pembimbing, ( Ir. Iskandarini, MM, Ph.D ) ( Dr. Ir. Tavi Supriana, M.S. ) Ketua Anggota Ketua Program Studi Dekan, ( Dr. Ir. Rahmanta, M.Si ) ( Dr. Ir. Hasanuddin, M.S. ) iii Universitas Sumatera Utara Telah diuji dan dinyatakan L U L U S di depan Tim Penguji pada Selasa, 29 Desember 2020 Tim Penguji : Ketua : Ir. Iskandarini, MM, Ph.D Anggota : Dr. Ir. Tavi Supriana, M.S Dr. Ir. Rahmanta, M.Si Sri Fajar Ayu, SP, MM, DBA iv Universitas Sumatera Utara LEMBAR PERNYATAAN Dengan ini saya menyatakan bahwa Tesis yang berjudul : EFISIENSI PEMASARAN CABAI MERAH KERITING DI KABUPATEN KARO Adalah benar hasil karya saya sendiri dan belum dipublikasikan oleh siapapun sebelumnya. Sumber – sumber data dan informasi yang digunakan telah dinyatakan secara benar dan jelas. Medan, Desember 2020 Yang membuat pernyataan Merry Christina Kaban v Universitas Sumatera Utara EFISIENSI PEMASARAN CABAI MERAH KERITING DI KABUPATEN KARO ABSTRAK Merry Christina Kaban (187039026) dengan judul tesis “Efisiensi Pemasaran Cabai Merah Keriting di Kabupaten Karo”. Penulisan tesis ini dibimbing oleh Ibu Ir. Iskandarini, MM, Ph.D selaku Ketua Komisi Pembimbing dan Ibu Dr. Ir. Tavi Supriana, M.S selaku Anggota Komisi Pembimbing. Penelitian ini bertujuan untuk a) mendeskripsikan gambaran terkini sistem saluran pemasaran Cabai Merah Keriting di Kabupaten Karo. b) menganalisis efisiensi masing-masing saluran pemasaran Cabai Merah Keriting di Kabupaten Karo berdasarkan marjin pemasaran dan farmer’s share. Penelitian ini dilaksanakan dari bulan Juli sampai Agustus 2020. Penelitian ini menggunakan metode purposive sampling dengan 89 responden petani cabai merah keriting dan 11 responden pedagang. Metode analisis data yang digunakan adalah analisis deskriptif, dimana data kualitatif digunakan untuk menganalisis saluran pemasaran yang telah ditetapkan dan data kuantitatif digunakan dalam menganalisis efisiensi operasional pemasaran dengan menggunakan Microsoft Excel 2007 dan tabulasi data. Hasil penelitian menunjukkan bahwa terdapat 3 saluran pemasaran cabai merah keriting yang biasa dilalui petani di Kabupaten Karo yaitu : 1. Petani → Pedagang Perantara (desa) → Pedagang pengumpul → Pedagang Pengecer → Konsumen Akhir, 2. Petani → Pedagang Pengumpul → Pedagang Pengecer → Konsumen Akhir, 3. Petani → Pedagang Perantara → Pedagang Pengumpul → Pengecer → Konsumen Akhir. Saluran yang paling banyak digunakan petani cabai merah keriting adalah saluran 2 sebesar 52,81%, disusul saluran 1 sebesar 28,09% dan saluran 3 sebesar 19,10%. Secara operasional, saluran 2 lebih efisien karena digunakan oleh 52,81% petani. Kata kunci : cabai merah keriting, pemasaran, efisiensi vi Universitas Sumatera Utara MARKETING EFFICIENCY OF CURLY RED CHILI IN KARO REGENCY ABSTRACT Merry Christina Kaban (187039026) with the title of thesis "Marketing Efficiency of Curly Red Chili in Karo Regency". This thesis writing was supervised by Mrs. Ir. Iskandarini, MM, Ph.D as Chairman of the Advisory Commission and Dr. Ir. Tavi Supriana, M.S as Member of the Advisory Commission. This study aims to a) describe the current description of the Curly Red Chili marketing channel system in Karo Regency. b) to analyze the efficiency of each marketing channel of Curly Red Chili in Karo Regency based on marketing margin and farmer's share. This research was conducted from July to August 2020. This study used a purposive sampling method with 89 respondents of curly red chili farmers and 11 merchant respondents. The data analysis method used is descriptive analysis, where qualitative data is used to analyze predetermined marketing channels and quantitative data is used to analyze the efficiency of marketing operations using Microsoft Excel 2007 and data tabulation. The results showed that there were 3 marketing channels. red curly chilies that are usually passed by farmers in Karo District, namely: 1. Farmers → Broker (village) traders → Collectors → Retailers → End Consumers, 2. Farmers → Collectors → Retailers → Final Consumers, 3. Farmers → Traders Intermediaries → Traders Collectors → Retailers → End Consumers. The channel most used by curly red chili farmers is channel 2 with 52.81%, followed by channel 1 at 28.09% and channel 3 at 19.10%. Operationally, channel 2II is more efficient because it is used by 52.81% of farmers. Keywords : currly red chili, marketing, efficiency vii Universitas Sumatera Utara RIWAYAT HIDUP MERRY CHRISTINA KABAN, lahir di Medan Sumatera Utara pada tanggal 29 Desember 1979, dari Bapak Benar Kaban dan Ibu Tiang br Ginting. Penulis merupakan anak pertama dari empat bersaudara. Pendidikan formal yang pernah ditempuh penulis adalah sebagai berikut : 1. Tahun 1986 masuk Sekolah Dasar Negeri 3 Kabanjahe, tamat tahun 1992. 2. Tahun 1992 masuk Sekolah Lanjutan Tingkat Pertama Negeri I Kabanjahe, tamat tahun 1995. 3. Tahun 1995 masuk Sekolah Lanjutan Tingkat Atas Negeri I Kabanjahe, tamat tahun 1998. 4. Tahun 1998 diterima di Fakultas Pertanian Universitas Sriwijaya, tamat tahun 2003. 5. Tahun 2019 melanjutkan pendidikan S2 di Program Studi Magister Agribisnis Universitas Sumatera Utara. viii Universitas Sumatera Utara KATA PENGANTAR Puji syukur penulis panjatkan kehadirat Tuhan Yang Maha Esa karena atas berkat dan rahmatNya sehingga penulis dapat menyelesaikan tesis ini dengan baik. Pada kesempatan ini penulis ingin mengucapkan terima kasih kepada : 1. Bapak Dr. Muryanto Amin, S.Sos., M.Si selaku Rektor Universitas Sumatera Utara. 2. Bapak Dr. Ir. Hasanuddin, MS selaku Dekan Fakultas Pertanian Universitas Sumatera Utara. 3. Bapak Dr. Ir. Rahmanta, M.Si selaku Ketua Program Studi Magister Agribisnis Fakultas Pertanian Universitas Sumatera Utara. 4. Ibu Ir. Iskandarini, MM, Ph.D selaku Ketua Komisi Pembimbing dan Ibu Dr. Ir. Tavi Supriana, M.S selaku Anggota Komisi Pembimbing yang telah membantu penulis dalam penyusunan tesis ini. 5. Bapak Dr. Ir. Rahmanta, M.Si dan Ibu Sri Fajar Ayu, SP, MM, DBA selaku Komisi Penguji, atas bimbingan, arahan dan waktu yang telah diberikan kepada penulis untuk menyelesaikan tesis ini. 6. Seluruh Staf Pengajar dan Staf Administrasi Program Studi Magister Agribisnis Fakultas Pertanian Universitas Sumatera Utara. ix Universitas Sumatera Utara DAFTAR ISI DAFTAR ISI .............................................................................................. x DAFTAR TABEL ...................................................................................... xi DAFTAR GAMBAR .................................................................................. xii BAB I PENDAHULUAN ........................................................................... 1 1.1. Latar Belakang ..................................................................... 1 1.2. Identifikasi Masalah ............................................................ 6 1.3. Tujuan Penelitian ................................................................ 6 1.4. Manfaat Penelitian ............................................................... 7 BAB II TINJAUAN PUSTAKA ............................................................ 8 2.1. Budidaya Cabai Merah ........................................................ 8 2.2. Landasan Teori .................................................................... 10 2.2.1. Saluran Pemasaran...................................................... 10 2.2.2. Efisiensi Pemasaran ................................................... 14 2.2.3. Margin Pemasaran ...................................................... 17 2.2.4. Farmer’s Share ........................................................... 19 2.3. Review Penelitian Terdahulu .............................................. 21 2.4. Skema Kerangka Pemikiran ................................................ 26 2.5. Perumusan Hipotesa ............................................................ 28 BAB III METODA PENELITIAN ......................................................... 29 3.1. Metode Penentuan Lokasi .................................................... 29 3.2. Populasi dan Sampel ............................................................ 29 3.3. Data dan Sumber Data ......................................................... 30 3.4. Metode Analisis Data ........................................................... 30 3.4.1. Analisis Efisiensi Operasional Berdasarkan Marjin Pemasaran ...................................................... 31 3.4.2. Analisis Efisiensi Operasional Berdasarkan Farmer’s Share .......................................................... 32 3.5. Defenisi Operasional Variabel ............................................. 33 BAB IV HASIL DAN PEMBAHASAN ................................................. 35 4.1. Karakteristik Responden Petani dan Pedagang .................... 35 4.2. Saluran Pemasaran Cabai Merah Keriting ..........................
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