ANALISIS USAHA DAN EFISIENSI PEMASARAN MELON (Cucumis melo L) DI KABUPATEN KARANGANYAR

Abstract

Abstract : This research aims to know the farming expense, revenue, income, efficiency and benefit melon enterprises in Jumantono, to discover the marketing channel patterns, as well as to know the expense and profit of melon marketing and analyze its margin and marketing efficiency in Karanganyar. Based on the result of research shows the average total cost of farming expense in Jumantono is Rp.68.739.741,69 per hectare per planting season. The average farmers revenue is Rp.114.986.956,52 per hectare per planting season. The average farmers income is Rp.46.247.214,83 per hectare per planting season. The statistic of farming efficiency is 4.32 per hectare per planting season, which shows that the process is efficient. The statistic of Net B/C Ratio melon farming is 1.72 per hectare per plantisnowng season, which means as eligible because it provides economic benefits. Melon marketing process shows three marketing channel patterns Karanganyar regency: Marketing channel I : Farmers – contract buyers – retailers – consumers. Marketing channel II : Farmers – contract buyers – wholesalesr  – retailers – consumers. Marketing channel III : Farmers – contract buyers – Traders Outside the City. Marketing channel I and III are more efficient than marketing channel II because the farmer's share value on marketing channel I is 62,37% and farmer's share value on marketing channel III is 59,78%. Marketing channel II is less efficient because farmer's share value is 40% or less than 50,00%.

Keywords : Melon, Farming, Marketing, Efficiency, Farmer’s share