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All Journal Sharing: Journal Of Islamic Economics, Management And Business
Harjunisman Harjunisman
Universitas Islam Indragiri
Economics, Econometrics & Finance

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Analisis Pemasaran Gula Kelapa Di Desa Rumbai Jaya Kecamatan Kempas Kabupaten Indragiri Hilir Harjunisman Harjunisman; Partini Partini; Gunawan Syahrantau
Sharing: Journal of Islamic Economics Management and Business Vol. 5 No. 3 (2026): September, 2026
Publisher : Program Studi Ekonomi Syariah Fakultas Agama Islam Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/sharing.v5i3.61847

Abstract

The processing of coconut sap into coconut sugar is the main home industry for the farming community in Rumbai Jaya Village, Kempas District. However, coconut sugar artisans face a lack of distribution infrastructure, limited market information, and a weak bargaining position (as price takers), resulting in significant price disparities between the producer level and the end consumer. This study aims to analyze the market institutions, channels, functions, and structure of the coconut sugar market, as well as to analyze marketing costs, margins, profits, farmer’s share, and marketing efficiency in Rumbai Jaya Village. This study utilized a survey method with a purposive sampling approach involving 7 active coconut sugar artisan businesses. Data analysis was conducted using descriptive qualitative and quantitative methods through cost-margin analysis. The results showed that there are two coconut sugar marketing channel patterns: Channel I (artisans, retailers, end consumers) and Channel II (artisans, collectors, wholesalers, retailers, end consumers). The total marketing cost for Channel I was IDR 1,800/kg with a margin of IDR 5,000/kg and a profit of IDR 3,200/kg. In Channel II, the total marketing cost reached IDR 4,000/kg with a margin of IDR 7,000/kg and a profit of IDR 2,600/kg. Both marketing channels are considered efficient because their marketing efficiency values are < 100%, specifically 6.43% for channel I and 14.67% for channel II. Channel I is the most efficient channel, offering the highest farmer’s share of 82.14%, compared to channel II at 76.67%.
Co-Authors Gunawan Syahrantau Partini Partini