Judul: Sistem pemasaran kopi arabika gayo di Kabupaten Aceh Tengah dan bener meriah, Provinsi Aceh: pendekatan structure, conduct, performance (SCP)
Abstrak: Arabica Gayo coffee is the main commodity from Central Aceh and Bener Meriah regencies. Most (86%) of Arabica Gayo coffee production is exported to the world market and the specialty coffee that has been classified as certified organic, fairtrade and raintforest. The certification program has been able to increase the sales value of Arabica Gayo coffee in the world market which is commonly referred to as the premium price. In the Arabica Gayo coffee market, volatility prices at exporter’s level is not followed by volatility prices at farmer’s level. The fundamental problem for the majority of coffee farmers in Central Aceh and Bener Meriah is weak bargaining position of farmers in the pricing process. Competitive market conditions will affect the behavior of a marketing agency and the determination of price. However, how quickly do price changes which are responded by marketing agencies will be identified through analysis of market performance. Based on these problems, it is necessary to analyze the marketing system through the SCP approach i.e structure, conduct, performance. The aims of this study are to 1) analyze the structure, conduct and performance of Arabica Gayo coffee markets in Central Aceh and Bener Meriah, 2) analyze the influence of the structure, conduct and performance of the market to the formation of coffee prices at the farm level, and 3) formulate policies that can enhance bargaining position of farmers in the pricing process. The analysis used are the descriptive and quantitative analysis of the SCP approach. Quantitative data processing use Microsoft Excel 2007 and Eviews 6. The analysis showed that the structure of the market facing Arabica Gayo coffee farmers in Central Aceh and Bener Meriah is oligopsonistic. This is because the market conditions at the level of exporters concentrated with a small level of competition (CR4 = 71.12%). Moreover, the existence of barriers to entry due to the bond that exists between farmers with exporters to meet the standards of certified coffee. The structure of such markets allows firms (exporters) for price collusion. The amount of market power that affects the behavior of exporters owned marketing agency in the lower level. Institutions and practices of marketing functions involved are farmers, collectors, cooperatives and exporters. The marketing function is the function that made the exchange, physical and facilities. Arabica Gayo coffee marketing channels in Central Aceh and Bener Meriah consists of 4 channels. The first channel is farmer-collector-cooperative-exporters (non-cooperative). The second channel is farmer-collector-exporters (non-cooperative). The third channel is farmer-collector-exporters (cooperative)-exporterters (non-cooperative) and the fourth channel is farmer-collectors-exporters (cooperative). Whole farmers deliver their coffee to the collector. Dependence of farmers on the collector due to the limitations of the farmers in gaining access to market information and alternative marketing channels. This causes weak bargaining position of farmers in the pricing process. Conditions of oligopsony market structure which is faced by farmers and the weak bargaining position of farmers in the pricing process will affect the performance of the market. It is proved by the share price of coffee received by farmer still low (≤ 30%) with a relatively high margin. This condition
Keyword: marketing system, Arabica Gayo Coffee, market structure, market conduct, market performance, price