ISLAM, Nuzul Gaung (2023) Marketing Channels and Margin of Shallot in Brebes Regency. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Brebes Regency is the largest shallot production center in Central Java. The fluctuating price of shallots and the large price difference between the price at the farmer level and the price paid by consumers means that the farmer's share received by small farmers. This research aims to calculate the marketing margin of shallots and farmer's share in each marketing channel and analyze the level of marketing efficiency in shallot marketing channels in Brebes Regency. This research uses primary data with an interview system based on a questionnaire. The sample in this research consisted of farmers and traders. The sample of farmers in Larangan Village was selected in stages, 2 RWs were selected and 2 RTs were selected in each RW, then samples at the RT level were selected randomly. The sample of traders was selected through snowball sampling. To determine the AHP sample, researchers used key informants consisting of 2 village officials, 2 village unit cooperatives, 1 agricultural officer, 6 farmers, and 4 traders. Key informants were determined using purposive sampling, because the informants were considered capable of understanding shallot marketing channels. The analytical tools used are marketing margin and Analytical Hierarchy Process (AHP) to determine priority marketing channels. The results of this research are, there are four marketing channels for shallots in Larangan Village, including channel I (farmers - retailer) with a margin of IDR 3,000/kg and farmer's share value of 85.00%, channel II (farmers - collector - retailer) with a margin of IDR 5,000/kg and farmer's share value of 78.26%, channel III (farmers - collector - internal wholesaler - retailer) with a margin of IDR 8,000/kg and farmer's share value of 68.00%, channel IV (farmers - external wholesaler) with a margin of IDR 3,000/kg and a farmer's share value of 85.71%. Based on Analytical Hierarchy Process (AHP) calculations, the efficient marketing channel is channel IV (farmers - external wholesaler). The implication of this research is that farmers are expected to use channel IV in marketing channels (farmers - external wholesaler) because it has a high farmer'share value, the government's role is needed in improving the shallot price information system which can be done through market information services.

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