Ghoffar, Ahmad (2023) Analisis Pemasaran Cabai Merah Keriting di Desa Gabung Makmur Kecamatan Kerinci Kanan Kabupaten Siak Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Curly red chili is one of the important horticultural commodities in the Indonesian people's diet. Curly red chilies are generally used as cooking spices, medicines, cosmetics, coloring agents and also industrial materials. The people of Indonesia, especially the island of Sumatra, have a habit and preference for consuming spicy and processed foods made from curly red chilies. This study aims to determine (1) the characteristics of farmers, collectors and retailers, (2) marketing channels, marketing institutions and marketing functions (3) marketing costs, marketing margins, marketing profits, farmer's share, and marketing efficiency. This study used a survey method which was conducted in the village of Germain Makmur, Kerinci Kanan District, starting from March 2022 to September 2022. The results showed (1) The average age of farmers was 45.58 years, the education level of farmers was junior high school, the length of experience in farming was 13.58 years, and the average number of dependents of farming families is 3 people. Meanwhile, the average age of collectors is 36.5 years, the average education level is high school, the length of business experience is 11.5 years, and the average number of dependents is 4 people. Finally, the average age of retailers is 44.5 years, education level is junior high school, business experience is 12.1 years, and the number of family dependents is 3 people. (2) Marketing institutions involved in chili marketing are farmers as chili producers, collectors, retailers and consumers. The four marketing agencies perform all marketing functions except the consumer only performs the purchasing function. Chili marketing consists of 2 marketing channels. Channel I: Farmers – Collectors – Retailers – consumers. Channel II: Farmers – Retailers – Consumers. (3) Channel I marketing costs are Rp. 4,584/kg, with a margin of Rp. 25,357, a total profit of Rp. 20,773/Kg, farmer's share is 61.20% and marketing efficiency is 7.015%. Channel II marketing costs are Rp. 2,417/Kg, with a margin of Rp. 13,500 total profit Rp. 11,083/Kg, Farmer's Share 78.74% and marketing efficiency 3.806%.

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