Analisis Pemasaran Pada Usaha Mikro Kecil Menengah Kerajinan Kaligrafi Kulit Kambing di Kecamatan Sukoharjo Kabupaten Sukoharjo

Abstract

This research aimed to find out the marketing channel pattern, price, marketing cost,
marketing margin, profit and marketing efficiency of goat calligraphy handicraft marketing in
Sukoharjo Sub District of Sukoharjo Regency. The sample used is 30 goat leather calligraphy
handicraft producers, 3 intermediaries and 6 retailers. This study was conducted using survey; the
methods of analyzing data used were cost analysis, margin, profit, and marketing efficiency analyses.
The result of research showed that there were 3 marketing channels for goat leather calligraphy
handicraft: First Channel: Producer to Consumer, Second Channel: Producer to Retailer to
Consumer, and Third Channel: Producer to Intermediary to Retailer to Consumer. The highest
marketing cost in the third channel was IDR 921.00 and the lowest one was IDR 0.00. The highest
marketing margin occurred in the third channel of IDR 10,000.00 and the lowest one in the first
channel of IDR 0.00. The highest marketing profit occurred in the third channel of IDR 9,079.00,
while the lowest one was IDR 0,00 occurring in the first channel. The Highest marketing efficiency
occurred in the first channel was 100%, followed by second channel 89%, third channel 73%. The
three marketing channels had been efficient because the efficiency value obtained was >50%. The
most efficient marketing was the first channel but the most widely used by producer was the third
channel.