ANALISIS STRUKTUR PASAR, MARGIN DAN EFISIENSI PEMASARAN EGG ROLLWALUH DI KECAMATAN CEPU KABUPATEN BLORA JAWA TENGAH

Abstract

Abstract: This research aims to find out the marketing channels of Egg Roll Waluh, marketing margin of Egg Roll Waluh, the marketing efficiency level, and market structure of Egg Roll Waluh in District Cepu Blora Regency.The basic method that used is analytical descriptive method. Methods of data analysis include: (1) marketing channel pattern analysis; (2) cost analysis, profitability, margin, marketing efficiency and market structure of Egg Roll Waluh. The results showed: Marketing of Egg Roll Waluh in District Cepu Blora Regency there are five types of marketing channels. The most efficient Egg Roll Waluh marketing channel is channel V, with marketing costs Rp. 1.537,96 per box, marketing profit Rp. 4.136,48 per box, marketing margin percentage 42,45%, farmer's share 57,55%, and marketing efficiency percentage 11,50%. The value of Concentration Ratio (CR4) 50,09%, Hirschman – Herfindahl Index(HHI) 1017,14, and Minimum Efficiency Scale (MES) 24,05%.The values indicates that market structure of Egg Roll Waluh in District Cepu Blora Regency tends to be a loose oligopoly market.

Keywords: Egg Roll Waluh, Marketing Channels, Marketing Margin, Marketing Efficiency, Market Structure