ANALISIS EFISIENSI PEMASARAN PRODUK OLAHAN UBI JALAR (Ipomoea Batatas) DI KECAMATAN NGARGOYOSO KABUPATEN KARANGANYAR

Abstract

Micro, Small and Medium Enterprises (UMKM) are the largest group of economic actors in Indonesia. Processed products based on sweet potatoes are a typical food of Ngargoyoso District.  The aim of this research is to determine efficient marketing channels and barriers to MSME marketing channels for processed sweet potato products in Ngargoyoso District. Research respondents were UMKM owners as producers, small traders and large traders. This research uses primary data and secondary data. Data collection was carried out through interviews. Data analysis was carried out using the Acharya and Aggarwal method, the Shepherd method, and the Marketing Efficiency Index method. The research results show that there are 3 marketing channels, namely online, offline, or both. Non digital access and digital access in marketing are the most common obstacles encountered by UMKM. The most efficient marketing channel is to use offline marketing.