Analisis Pemasaran Ikan Patin (Pangasius) Di Kecamatan Tenayan Raya Kota Pekanbaru

Sumaya, Panti (2019) Analisis Pemasaran Ikan Patin (Pangasius) Di Kecamatan Tenayan Raya Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The length of the short marketing of catfish can affect high and low price at the end consumer level. This study aims to (1) find out the characteristics of the Patin Fish Marketing Agenncy (2) to know the product flow, financial flow and information flow on the catfish market chain (3) analyze the marketing efficiency of Patin Fish. This research was conducted for 6 months starting from January 2018 to Juli 2018. The method used was the survey method. The samples taken were 30 people using the Proportionate Stratified Random Sampling method. Data analyzed descriptively Qualitative and Quantitative, Distribution Cost Analysis, Analysis Of Distribution Margin, Farmer’s share and Efficiency Analysis. The results of the study show the characteristics of marketing institutions having an average age in productive age, the average lenght of education of 9-year farmers, collectors and retailers having an experience of 9,75 years respectively, and the average length of consumer education is 10,2 years. The average farmer’s experience is 7.8 years, collectors average 5 years, and retailers average 11.25 years. The number of dependents of farmer families is on average 4 people, collectors on average 4 people, retailers on average 4.2 people. The product chain flow starts from catfish farmers, collectros, retailers, to consumers of catfish. As for consumers who directly make purchases to the farm. Financial flow from consumers, to retailers, to collector’s to famers. The flow of information flows from the farmer to the final consumer, which ultimately provides reciprocal information between members of the marketing chain. The distribution of costs incurred by collectors is Rp. 2,000/ kg, and the costs incurred by retailers are Rp. 3,500/ kg. The fish strach marketing margin in Tenayan Raya District is Rp. 5,500/ kg. The marketing efficiency of catfish in the study area is 6.17, so it can be said to be efficient, where every Rp. 100 value of the marketed product requires only a marketing cost of Rp. 6.27.

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