EFISIENSI SALURAN PEMASARAN KELAPA DALAM (COCOS NUCIFERA L) DI KECAMATAN SUNGAI KAKAP KABUPATEN KUBU RAYA
DOI:
https://doi.org/10.35335/fruitset.v13i6.7062Keywords:
Farmer’s Share, Local Coconut, Marketing Channel, Marketing Efficiency, Marketing MarginAbstract
This study aims to determine the efficiency of tall coconut (Cocos nucifera L) marketing channels in Sungai Kakap District, Kubu Raya Regency, considering that farmers in the area still face fluctuating and low selling prices. The research employed a mixed-methods approach, involving 100 respondents consisting of farmers and other marketing actors. Data were analyzed quantitatively using marketing margin, farmer’s share, and marketing efficiency methods. The results identified four distinct marketing channels. It was found that Channel I (farmer – consumer) is the most efficient, with an efficiency percentage of only 3% and providing a 100% farmer's share. Conversely, the other three channels (Channel II, III, and IV) were deemed inefficient as their efficiency percentages significantly exceeded the 50% threshold (at 97%, 177%, and 260%, respectively). The high level of inefficiency is primarily influenced by the length of the distribution chain, which automatically increases marketing costs. Nonetheless, the majority of farmer respondents (77%) prefer Channel III due to the ease of transportation. These findings conclude that a shorter marketing channel results in a larger share of the price received by the farmer.
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