ANALISIS PEMASARAN TELUR AYAM RAS PETELUR DI KABUPATEN SUKOHARJO, JAWA TENGAH

Abstract

ABSTRACT:This study aims to determine the pattern of marketing channels, costs, profits, marketing margins, efficiency levels of marketing channels, and factors that affect the marketing margin of egg-laying hens in Sukoharjo Regency. The method used a descriptive method and purposive sampling with Sukoharjo Regency as the research area. There were 30 farmer samples taken by random sampling method. The sample of traders was taken by snowball sampling consisting of one wholesaler and 25 retailers. The data used are primary and secondary data with the methods: cost and margin analysis, farmer's share, and multiple linear regression. The results showed that there are two patterns of marketing channels.Channel I: Breeder → Wholesaler → Retailer → End Consumer. Channel II: Farmers → Retailers → End Consumers. The total cost of channel I marketing is IDR 725.97 / Kg; profits earned IDR 3,278.57 / Kg; and the marketing margin percentage is 82.38%. The total cost of channel II marketing is IDR 713.14 / Kg; profits earned IDR 1,246.73 / Kg; and the percentage of the marketing margin is 92.43%. Both marketing channels are efficient with a marketing efficiency percentage of 3.25% and a farmer's share of 92.72% for the channel I and a percentage of farmer's share of 83.88% and a marketing efficiency of 3.19% for the channel II.
Keywords: Farmer's Share, Marketing Efficiency, Marketing Margins,Multiple Linear Regression