Tarigan, Rosalinda Br (2023) Analisis Pemasaran Semangka Di Kecamatan Koto Gasib Kabupaten Siak. Other thesis, Universitas Islam Riau.

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Abstract

Analysis of The Marketing of Watermelons in Koto Gasib District, Siak Regency Under The Guidance of Mr. Ujang Paman Ismail, M.Agr The emergence of watermelon farming to be able to reach a variety of marketing activities. Efficient marketing will certainly create satisfaction for consumers from the aspect of affordability. This study aims to determine (1) the characteristics of farmers and traders as well as the profile of watermelon farming, (2) channels, institutions, functions, structure and behavior of the watermelon marketing market, and (3) the amount of costs, margins, profits, efficiency and farmer's share of watermelon marketing in Koto Gasib District, Siak Regency. The method used is survey method. The research was conducted in Koto Gasib District, Siak Regency. Taking respondents by census, namely all watermelon traders and farmers in Koto Gasib District. The results showed that the average (1) age of the farmer was 36.75 years, education level was high school, farming experience was 5.38 years, the number of family members was 4 people, personal business capital, small business scale, 3 workers. Meanwhile, the average age of collectors is 41.50 years, the average education level is high school, the business experience is 5.50 years, the number of family members is 4 people. Finally, the average age of retailers is 34.57 years, education level is 10.29 years, business experience is 5.57 years, and the number of family dependents is 4 people. (2) There are 2 marketing channels, channel I: farmers - retailers - consumers, channel II: farmers - collectors - retailers - consumers. Marketing institutions consist of farmers, collectors, retailers and consumers. The sales function is carried out by farmers, collectors and retailers. Purchasing, storage and transportation functions are carried out by collectors and distributors. The function of capital, farmers and traders use their own capital. The market information function is carried out by farmers, collectors and retailers. The market structure is in an imperfect competition market, market behavior in determining the price of watermelon is determined by collectors based on the prevailing market price. (3) The total marketing cost for channel I is Rp. 346.67/kg, for channel II is Rp. 809.02/kg, the total margin for channel I is Rp. 7000/kg, the total margin on channel II is Rp. 4,000/kg, the profit on channel I is Rp. 3,153.33/kg (retailers), profits from marketing channel II Rp. 1,463/kg (collectors) and Rp. 1,727.19/kg (retailers). Efficiency Marketing channel I (5%) More efficient than channel II, (11.6%) and farmer's share, channel I 50% > channel II 42.86%.

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