Analisis Pemasaran Bandeng Segar di Pasar Kanoman Kecamatan Lemah Wungkuk Kota Cirebon

M ADAM NUR FALAH, Ir. Supardjo S.D., S.U. ; Ir. Hery Saksono, M.A.

2016 | Skripsi | S1 MANAJEMEN SUMBER DAYA PERIKANAN

Penelitian ini bertujuan untuk mengetahui saluran pemasaran, margin pemasaran dan struktur pasar bandeng di Pasar Kanoman, Kota Cirebon. Penelitian dilaksanakan pada bulan Mei hingga Agustus 2016. Penelitian dilakukan dengan metode sensus, yaitu mengambil seluruh populasi pedagang bandeng sebagai responden. Jumlah responden sebanyak 23 pedagang yang terdiri dari satu pedagang pengecer I dan 22 pedagang pengecer II yang diwawancara dengan kuesioner. Saluran pemasaran diidentifikasi berdasarkan diagram aliran distribusi bandeng dari pembudidaya bandeng di Kabupaten Cirebon hingga ke konsumen akhir di Pasar Kanoman. Margin pemasaran dianalisis menggunakan penyebaran harga di setiap lembaga pemasaran. Struktur pasar dianalisis menggunakan metode rasio penjualan, penentuan harga, hambatan keluar masuk pasar dan jumlah lembaga pemasaran yang terlibat. Pemasaran bandeng di Pasar Kanoman memiliki saluran pemasaran yang pendek sehingga tidak menimbulkan margin pemasaran yang sangat besar. Terdapat empat saluran pemasaran bandeng di Pasar Kanoman: (1) produsen ke grosir ke pengecer I ke konsumen; (2) produsen ke grosir ke pengecer I ke pengecer II ke konsumen; (3) produsen ke grosir ke pengecer II ke konsumen dan (4) produsen ke grosir ke pengecer I ke restoran atau rumah makan. Margin pemasaran tertinggi diperoleh pedagang pengecer I pada saluran pemasaran (1) sebesar Rp 5.000/kg dan margin pemasaran terendah terdapat pada pedagang grosir pada saluran pemasaran (1), (2) dan (4) sebesar Rp 1.500/kg. Struktur pasar bandeng di Pasar Kanoman dikategorikan berdasarkan lembaga pemasaran yang berperan, pada tingkat pedagang grosir masuk ke dalam struktur pasar monopolistik, pada tingkat pedagang pengecer I masuk ke dalam struktur pasar monopoli dan pada tingkat pedagang pengecer II masuk ke dalam struktur pasar persaingan sempurna.

The purposes of this study is to know the marketing channels, marketing margins and market structures of milkfish in Kanoman market, Cirebon. The study was conducted in May to August, 2016. The research was conducted by census method that took the entire milkfish traders population in Kanoman market as respondents. The number of respondents are 23 vendors consisting of the first retailer and 22 second retailers were interview with questionnaires. Marketing channels identified by diagram of milkfish distribution flows from milkfish farmers in Cirebon to the consumer in the Kanoman market. Marketing margins were analyzed using the price spread method in any marketing agencies. The market structures was analyzed using method of sales ratio, fixing prices, market barriers and the number of related marketing agencies. Marketing of milkfish in Kanoman market had short marketing channels so it did not make a large marketing margins. There were four marketing channels of milkfish in Kanoman market: (1) manufacturer to wholesaler to first retailer to consumers; (2) manufacturer to wholesaler to first retailer to second retailers to consumers; (3) manufacturer to wholesaler to second retailer to consumers and (4) manufacturer to wholesaler to first retailer to restaurant. The highest marketing margins was the first retailer on the marketing channels (1) in the amount of Rp 5.000/kg and the lowest marketing margins was the wholesaler on the marketing channels (1), (2) and (4) in the amount of Rp 1.500/kg. The market structures in the Kanoman market was categorized based on the roled marketing agencies, in wholesaler levels was categorized as monopolistic market structures, in first retailer levels was categorized as monopoly market structures and in second retailer levels was categorized as perfect competition market structures.

Kata Kunci : bandeng, margin, pemasaran, saluran, struktur / milkfish, margins, marketing, channels, structure