PROFIL PASAR DAGING - SAPI IMPOR DI KOTA YOGYAKARTA

Dian Widiyanto, Prof. Dr. Ir. Krishna Agung Santosa, M.Sc.

2011 | Tesis | S2 Ilmu Peternakan

Permintaan daging sapi yang terus meningkat berakibat pada peningkatan jumlah daging-sapi impor ke Indonesia. Penelitian ini bertujuan untuk mengetahui struktur pasar daging-sapi impor, jalur tataniaga, regulasi dan tarif yang berlaku dan strategi yang digunakan oleh pelaku usaha di Kota Yogyakarta. Survey dilaksanakan dari November 2008 sampai dengan November 2009 di Kota Madya Yogyakarta untuk mendapatkan data primer dan sekunder. Responden terdiri dari distributor, hotel, restauran, industri catering, supermarket, pasar tradisional, dan meatshop. Diperoleh struktur pasar bersifat oligopoli dengan dua perusahaan memiliki pangsa pasar 55,3% (PT.Indoguna), 41,5% (PT.Sukandadjaya), dan 3,2% (perusahaan lainnya dalam bentuk daging sapi olahan). Terdapat peningkatan permintaan daging-sapi impor dari 69,473 ton (2008) menjadi 94,220 ton (2009) yang terdistribusi pada hotel sebesar 31,57%, restauran 15,02%, industri catering 12,19%, supermarket 34,27%, pasar tradisional 1,15%, dan meatshop 5,77%. Dalam hal distribusi harga dan kelas kualitas daging, diperoleh harga eceran daging-sapi impor Rp. 210.000/kg (kelas I, 52%), Rp. 71.800/kg (kelas II, 12%), dan Rp. 20.400/kg (kelas III, 36%). Pangsa pasar dagingsapi impor di Kota Yogyakarta sebesar 3,82% terhadap total permintaan daging sapi. Regulasi yang diberlakukan pemerintah hanya pada proses pengadaan daging dan asal negara yang diperbolehkan. Tarif diberlakukan pada pelaku usaha berupa PPh 5% dan industri makanan berupa PPN 10%. Distributor yang akan memperluas pangsa pasar dengan masuk ke pasar tradisional disarankan 1) bekerjasama dengan penjual daging di pasar tradisional untuk turut serta mendistibusikan daging, 2) mengedukasi konsumen untuk mengenal daging-sapi impor beku.

Beef demand has been continuing to increase, resulting in the number of imported beef in Indonesia. The study was conducted to determine the structure of imported beef markets, market distribution, regulation, tariff policies and strategies of the traders in Yogyakarta City. A survey was conducted from November 2008 to November 2009 in Yogyakarta City to provide primary and secondary data. Respondent consists of distributors, hotels, restaurants, catering industry, supermarkets, wet markets, and meat shops. The market was found to be an oligopoly were two companies had market share of 55.3% (Indoguna company), 41.5% (Sukandadjaya company), and 3.2% (small companies selling processed meat). There was an increase of imported beef demand from of 69.473 tons (2008) to 94.22 tons (2009), distributed to hotels 31,27%, restaurants15,02%, catering industry 12,19% , supermarkets 34,27%, wet markets 1,15%, and meat shops 5,77%. In terms of meat class distribution and price, the retail was found to be Rp. 210,000/kg (class I , 52%) Rp.71,800/kg (class II, 12%), and Rp.20,400/kg (class III, 36%). The market share of imported beef in Yogyakarta city overall was 3.82% from total demand of beef. Government regulations was only dealt with the procurement process and the country of origin of meat permitted. Tariffs were imposed as much as 5% and 10% in the form income tax and added value tax, respectively. If the companies intend to expand the market share by entering wet markets, it is suggested 1) collaborates with meat seller in wet market to help in meat distribution, 2) educated the consumers to be familiar with frozen imported beef

Kata Kunci : Daging-sapi impor, Permintaan, Kelas daging, Harga, Pangsa pasar