EFISIENSI PEMASARAN KERUPUK RAMBAK (Studi Kasus di Sentra Industri Desa Gesikan, Kecamatan Gantiwarno, Kabupaten Klaten)

MUHAMMAD YUNAN RONI ARDIAN, Bapak Prof. Dr. Ir. Sri Widodo, M.Sc.

2012 | Tesis | S2 Ekonomi Pertanian

Penelitian ini bertujuan untuk mengetahui saluran dan efisiensi pemasaran kerupuk rambak dengan menggunakan pendekatan struktur, perilaku dan kinerja pasar. Penentuan daerah penelitian dilakukan secara purposive dengan memilih sentra industri kerupuk rambak di Desa Gesikan, Kecamatan Gantiwarno, Kabupaten Klaten. Responden diambil dari keseluruhan produsen. Lembaga pemasaran diambil dengan cara snowball sampling. Analisis kualitatif meliputi pola saluran pemasaran dan fungsi lembaga pemasaran. Adapun analis is kuantitatif meliputi analisis rasio konsentrasi, Indeks Hirschman-Herfindahl, integrasi pasar, elastisitas transmisi harga, marjin pemasaran, producer’s share, serta rasio keuntungan dan biaya. Lembaga pemasaran yang terlibat adalah produsen, pedagang pengumpul, dan pedagang pengecer. Terdapat empat pola saluran pemasaran di sentra industri tersebut, antara lain saluran pemasaran I produsen → konsumen akhir, sebanyak 31%, saluran pemasaran II produsen → pedagang pengumpul → konsumen akhir, sebanyak 25%, saluran pemasaran III produsen → pedagang pengumpul → pedagang pengecer → konsumen akhir, sebanyak 33%, serta saluran pemasaran IV produsen → pedagang pengecer → konsumen akhir, sebanyak 11%. Analisis struktur pasar menunjukkan bahwa struktur pasar mengarah ke pasar oligopoli dengan ditandai beberapa indikator, yakni beberapa industri memiliki pangsa pasar yang tinggi, empat perusahaan terbesar memiliki pangsa pasar sebesar 41,48%, serta nilai Indeks Hirschman-Herfindahl sebesar 0,072. Analisis perilaku pasar menunjukkan bahwa derajat integrasi pasar tidak sempurna. Hal ini ditunjukkan dengan nilai koefisien korelasi harga dengan nilai 0,894, serta nilai elastisitas transmisi harga sebesar 0,888. Analisis kinerja pasar menunjukkan bahwa kinerja pasar tidak efisien. Hal ini ditunjukkan dengan beberapa indikator, antara lain distribusi marjin yang tidak merata, producer’s share yang tidak sama, serta tidak meratanya penyebaran rasio keuntungan dan biaya. Saluran pemasaran yang paling efisien adalah saluran pemasaran III. Hal ini didasarkan atas beberapa indikator, antara lain total marjin paling kecil, distribusi margin antar lembaga pemasaran lebih merata, producer’s share terbesar, serta rasio keuntungan terhadap biaya paling kecil.

This research aim to determine marketing channels and marketing efficiency of rambak crackers by using structure, conduct, and market performance. Determination of the area of this research is purposive method by selecting the industrial centers of rambak crackers that is located in Gesikan village, District Gantiwarno, Klaten. Respondents were drawn from the overall producers. The selection of marketing agency as respondents conducted by snowball sampling. The qualitative analysis includes patterns and functions of marketing channels in marketing agencies. The quantitative analysis includes analysis of the concentration ratio, the Herfindahl-Hirschman Index, market integration, the elasticity of price transmission, marketing margins, producer's share, and the ratio of profit and costs. Marketing agencies involved are producers, traders, and retailers. There are four patterns of rambak crackers marketing channels, that are marketing channels I producer → consumer end, with the value is 31%, marketing channels II traders → producer → consumer end, with the value is 25%, marketing channels III producer → → merchant traders retailer → consumer end, with the value is 33%, and the marketing channel IV producer → retailer → consumer end, with the value is 11%. Analysis of market structure showed that the structure of the market leads to a market characterized by oligopoly with several indicators, that are the existence of a few industries that have a high market share, the largest four firms have a market share of 41.48%, and the Hirschman-Herfindahl index values between 0 to 1, which is equal to 0.072. Analysis of market behavior suggests that the degree of market integration is not perfect. That was indicated by the correlation coefficient of price value is 0.894 and the price transmission elasticity value is 0.888. Analysis of market performance shows that the performance of the market is not efficient. This is shown by several indicators, such as the uneven distribution margin, the producer's share is not the same, and the uneven spread of the ratio of profit and costs. The marketing channel of rambak crackers is the most efficient marketing channel III. It is based on several indicators, including the smallest of total margin, equitable distribution margins among the marketing agencies, the largest of producer's share, and the least or minimum of the ratio of benefit to cost.

Kata Kunci : Kerupuk Rambak, Saluran Pemasaran, Efisiensi Pemasaran