Dewi, Nasri (2026) Strategi Peningkatan Kinerja Pemasaran Buah Semangka Di Kecamatan Rambah Hilir Kabupaten Rokan Hulu Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Watermelon is very important in the development of the agricultural sector and continues to grow over time. This study aims to determine: (1) the characteristics of watermelon farmers and traders in Rambah Hilir District, Rokan Hulu Regency, Riau Province; (2) the marketing performance of watermelon in Rambah Hilir District, Rokan Hulu Regency, Riau Province; and (3) strategies to improve the marketing performance of watermelon in Rambah Hilir District, Rokan Hulu Regency, Riau Province. The research employed a quantitative descriptive method, with data collected through observation, interviews, and questionnaires administered to 30 farmers, 5 collector traders, and 5 retailers. The analysis covered respondent characteristics, marketing institutions, channels, functions, costs, margins, marketing profits, farmer’s share, marketing efficiency, and price transmission. The results show that: (1) The average age of farmers is 41.9 years (productive age), with an average education level of 8.8 years, farming experience of 9.03 years, and an average of 3.28 family dependents. Collector traders have an average age of 41.4 years, education of 8.4 years, experience of 5.2 years, and 2.6 dependents. Retailers have an average age of 41.3 years, education of 9.3 years, experience of 5.1 years, and 2.9 dependents; (2) The marketing performance of watermelon shows that Channel I (farmers → retailers → consumers) is more efficient than Channel II (farmers → collectors → retailers → consumers). Marketing costs in Channel I amount to IDR 251.17/kg, which is higher than Channel II at IDR 190.33/kg. Marketing margins are recorded at IDR 4,160/kg for Channel I and IDR 4,884/kg for Channel II, while marketing profits are IDR 3,908.83/kg and IDR 4,693.50/kg, respectively. Marketing efficiency is also higher in Channel I (2.39%) than in Channel II (1.75%), and the farmer’s share is greater in Channel I (60.38% vs. 55.03%). This indicates that a shorter distribution chain provides greater benefits to farmers. Price transmission analysis shows that the relationship between farmer prices and collector prices (Et = 0.399) and retailer prices (Et = 0.45) is statistically significant (p < 0.05) but partial. This indicates that price increases at the farm level are not fully transmitted to the retail level, influenced by distribution costs, market structure, and relatively high fixed margins at the trader level; (3) Strategies to improve marketing performance include strengthening farmer institutions, shortening distribution channels, increasing product value added, and improving price transmission. The implementation of these strategies is expected to enhance efficiency, fairness, and farmer welfare.

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