Kualitas Layanan dan Kepuasan Petani pada Pasar Lelang Cabai di Kecamatan Dukun Kabupaten Magelang

Rizky Leni Saputri, Prof. Dr. Jamhari, S.P., M.P.; Asih Kusumaningsih, S.P., M.Sc.

2026 | Skripsi | SOS.EK. PERTANIAN (AGROBISNIS)

Upaya menciptakan efisiensi pemasaran dan transparansi harga komoditas hortikultura di Kabupaten Magelang diwujudkan melalui pembentukan kelembagaan Pasar Lelang Cabai Ayem Tentrem di Kecamatan Dukun di bawah naungan Koperasi Panca Arga Tani Gemilang. Penelitian ini bertujuan untuk: (1) menganalisis kualitas layanan pasar lelang, (2) menganalisis tingkat kepuasan petani secara menyeluruh, dan (3) mengidentifikasi atribut pelayanan yang menjadi prioritas utama perbaikan. Penelitian dilakukan di Desa Sengi, Kecamatan Dukun, Kabupaten Magelang. Penentuan sampel dalam penelitian dilakukan menggunakan purposive sampling, dengan jumlah responden sebanyak 42 petani yang aktif bertransaksi di pasar lelang. Metode analisis yang digunakan meliputi Service Quality (SERVQUAL), Customer Satisfaction Index (CSI), dan Importance Performance Analysis (IPA). Hasil penelitian menunjukkan bahwa: (1) kinerja layanan pasar lelang secara umum masih berada di bawah harapan petani dengan ditemukannya nilai gap negatif pada mayoritas dimensi kualitas layanan, terutama pada dimensi fisik (tangibles) dan keandalan (reliability), (2) tingkat kepuasan petani secara keseluruhan termasuk dalam kategori puas, serta (3) atribut yang memiliki nilai gap positif dan menjadi daya tarik utama loyalitas petani adalah penentuan harga berdasarkan mekanisme penawaran tertinggi serta adanya jaminan transparansi harga melalui sistem kontrol harga acuan, yang mampu mengompensasi keterbatasan fasilitas fisik gudang operasional di lapangan.

Efforts to establish marketing efficiency and price transparency for horticultural commodities in Magelang Regency are realized through the institutional formation of the Ayem Tentrem Chili Auction Market in Dukun District under the auspices of the Panca Arga Tani Gemilang Cooperative. This study aims to: (1) analyze the service quality of the auction market, (2) analyze the overall level of farmer satisfaction, and (3) identify the service attributes that are the top priorities for improvement. The study was conducted in Sengi Village, Dukun District, Magelang Regency. Sampling was carried out using purposive sampling, with a total of 42 respondents consisting of farmers actively transacting at the auction market. The analytical methods employed include Service Quality (SERVQUAL), Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA). The results indicate that: (1) the auction market’s service performance is generally still below farmers' expectations, as evidenced by negative gap scores across most service quality dimensions, particularly in the tangibles and reliability dimensions, (2) the overall level of farmer satisfaction falls into the satisfied category, and (3) the attributes with positive gap scores that serve as the main drivers of farmer loyalty are price determination based on the highest bid mechanism and the assurance of price transparency through the reference price control system, which effectively compensates for the physical limitations of the operational warehouse facilities in the field.

Kata Kunci : Pasar lelang cabai, kepuasan petani, Service Quality (SERVQUAL), Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA)