Judul: Marketing Efficiency and Choice of Rubber Marketing Channels in Ogan Ilir Regency South Sumatra
Abstrak: Komoditas karet di Kabupaten Ogan Ilir berperan penting dalam meningkatan pendapatan keluarga, tetapi saat ini pendapatan petani karet masih tergolong rendah karena pemasaran karetnya masih bersifat tradisional, sehingga menyebabkan harga yang diterima petani menjadi rendah. Tujuan penelitian ini adalah untuk menganalisis efisiensi pemasaran dan faktor-faktor apa saja yang memengaruhi petani dalam memilih saluran pemasaran, apakah proses pemasaran karet yang dilakukan menguntungkan bagi petani atau sebaliknya dan diharapkan petani mampu memilih saluran yang menguntungkan. Data yang digunakan berupa data primer dan data sekunder. Pengambilan sampel dilakukan secara acak. 75 sampel digunakan dalam penelitian ini, dengan populasi petani karet yaitu 236 petani di Kecamatan Tanjung Batu dan 254 di Kecamatan Payaraman yang dipilih secara purposive. Pengumpulan data menggunakan data panel dengan tiga periode waktu (3 minggu) atau tiga kali penjualan. Efisiensi pemasaran karet dianalisis dengan marjin pemasaran, farmer’s share, dan rasio keuntungan terhadap biaya dan model Data Envelopment Analysis (DEA). Untuk pilihan saluran pemasaran menggunakan analisis panel multinomial logit regression degan menggunakan Software statistik STATA 17. Hasil penelitian menunjukkan petani karet di Kabupaten Ogan Ilir menggunakan tiga pola saluran pemasaran., Rubber agribusiness plays an important role in national development. South Sumatra is the largest rubber producing region in Indonesia, namely 870,966 tons in 2021. Ogan Ilir Regency is one of the regions that contributes quite a large amount of rubber production in South Sumatra with total production of 33,520 tons with a total of 18,919 farmers in 2021. Most of them Farmers sell rubber to collectors because of low production, long distance from production sites and factories, and inadequate transportation. The aim of this research is to identify the condition of the channels and functions of rubber marketing institutions, analyze the efficiency of rubber marketing and analyze the factors that influence the selection of rubber marketing channels in Ogan Ilir Regency. This analysis is used to identify the efficiency of marketing institutions and marketing functions in each institution involved in each marketing channel in Ogan Ilir Regency. Marketing function analysis aims to determine the activities and respective roles of marketing institutions. Apart from that, quantitative analysis is also used in this research to analyze rubber marketing efficiency, namely marketing margin, farmer's share, and profit to cost ratio at each marketing institution. Marketing channels are formed due to the activities of marketing institutions from producers to consumers. To find out which channels are the most efficient and what variables need to be improved to achieve efficiency, you can use Data Envelopment Analysis (DEA) and to see what factors influence choosing marketing channels by using the Model Fit Test (Goodness of Fit), Parameter Testing, Wald Test, Meanwhile, to see what factors influence farmers in choosing rubber marketing channels, namely by looking for the RRR (relative risk ratio) value
Keyword: efisiensi pemasaran, saluran pemasaran