ANALISIS PEMASARAN EMPING MELINJO DI KABUPATEN SUKOHARJO

Abstract

ABSTRACT: This study aims to analyze marketing channel, structure and behavior market, and the efficiency rate of each emping melinjo marketing channel in Sukoharjo Regency. The basic research method is descriptive. Methode of determining location is purposive in Sukoharjo Regency. Samples of 14 emping melinjo producers that was taken with accidental sampling technique. Determine of the marketing institutions emping melinjo is snow ball sampling. This study applied quantitative approach with marketing channel analysis, structure and behavior market analysis, and marketing efficiency analysis. The results of the marketing channel analysis indicate it has 5 channel; (1) producer -> consumer, (2) producer -> city retailer merchants , (3) producer -> collector merchant of foreign cities, (4) producer -> collector merchant of village -> great merchant of foreign cities, (5) producer -> collector merchant of village -> great merchant in the city -> great merchant of foreign cities. The market structuring of emping melinjo in Sukoharjo Regency leads to the perfect competitive market. The results of the marketing behavior analysis indicate that that transaction practice is gradually and completely. The pricing system is based on market prices. A payments system of acquisitions and debts. Analysis marketing efficiency using the produsen’s share indicate on the channel I by 87 %, on the channel II by 82%, on the channel III by 88 %, on the channel IV by 72.85 %, and on th channel V by 73.24 %.

Keywords: marketing efficiency, market behaviour, marketing channel,market structuring, bussiness emping melinjo