Analisis Analisis Pemasaran Biji Kakao di Desa Tanamakaleang Kecamatan Seko Kabupaten Luwu Utara: Marketing Analysis of Cocoa Seeds in Tanamakaleang Village, Seko District, North Luwu Regency - Sumantri Sumantri; Idawati Idawati (Perbal: Jurnal Pertanian Berkelanjutan, 2023)
Keberhasilan dalam memasarkan biji kakao tergantung dari pola saluran pemasaran yang terbentuk.Tujuan penelitian ini adalah menganalisis saluran pemasaran biji kakao di Desa Tanamakaleang Kecamatan Seko Kabupaten Luwu Utara dengan menganalisis pola saluran pemasaran, fungsi pemasaran, marjin pemasaran, farmers share, dan efisiensi pemasaran biji kakao. Penelitian ini dilaksanakan di Desa Tanamakaleang Kecamatan Seko Kabupaten Luwu Utara pada bulan September – Oktober 2022. Penentuan sampel petani dilakukan secara sengaja (purposive sampling), sedangkan sampel pedagang ditentukan dengan teknik snowball sampling. Sampel yang digunakan sebanyak 41 orang, dimana sampel petani 36 orang dan sampel pedagang 5 orang. Data yang digunakan dalam penelitian ini adalah data primer dan sekunder dengan teknik observasi, wawancara, dan studi pustaka. Teknik analisis data dilakukan secara deskriptif dan kuantitatif. Analisis kuantitaif meliputi analisis marjin, rasio keuntungan dan biaya, farmer’s share, dan efisiensi pemasaran. Hasil penelitian menunjukkan bahwa sistem pemasaran biji kakao di Desa Tanamakaleang terdapat 2 saluran pemasaran. Marjin pemasaran biji kakao paling besar pada saluran II yakni Rp 6.000,-, sedangkan rasio keuntungan dan biaya pemasaran lebih kecil dari I sehingga pemasaran kurang menguntungkan. Farmers share yang paling besar ditunjukkan pada saluran I dengan share 83,87%. Pemasaran biji kakao dikatakan efisien karena nilai efisiensi pada saluran I dan II lebih kecil dari 50%. Success in marketing cocoa beans depends on the pattern of marketing channels that are formed. The purpose of this study was to analyze the marketing channels for cocoa beans in Tanamakaleang Village, Seko District, North Luwu Regency by analyzing marketing channel patterns, marketing functions, marketing margins, farmers' shares, and marketing efficiency for cocoa beans. This research was conducted in Tanamakaleang Village, Seko District, North Luwu Regency in September - October 2022. The determination of the farmer sample was carried out purposively (purposive sampling), while the trader sample was determined using the snowball sampling technique. The sample used was 41 people, where the sample was 36 farmers and 5 traders as a sample. The data used in this research are primary and secondary data using observation, interview, and literature study techniques. Data analysis techniques were carried out descriptively and quantitatively. Quantitative analysis includes margin analysis, the ratio of benefits and costs, farmer's share, and marketing efficiency. The results showed that the marketing system for cocoa beans in Tanamakaleang Village had 2 marketing channels. The marketing margin for cocoa beans is greatest in channel II, which is IDR 6,000, while the ratio of profit and marketing costs is smaller than I, so marketing Is less profitable. The biggest farmer share is shown in channel I with 83.87% share. Marketing of cocoa beans is said to be efficient because the efficiency value in channels I and II is less than 50%.