Efisiensi Pemasaran Produk Agroindustri Berbahan Baku Jagung (Studi Kasus di Desa Kopang Rembiga Kabupaten Lombok Tengah)
Keywords:
agroindustri, jagung, efisiensi pemasaranAbstract
Penelitian ini bertujuan untuk; (1) menganalisis saluran pemasaran produk agroindustri berbahan baku jagung; (2) menganalisis efisiensi pemasaran produk agroindustri berbahan baku jagung. Metode deskriptif kuantitatif dipakai untuk menganalisis tujuan penelitian ini. Lokasi penelitian ditentukan secara Purposive Sampling. Penentuan responden pengusaha dilakukan secara sensus dan lembaga pemasaran dilakukan secara Snowball Sampling. Hasil penelitian menunjukkan bahwa: (1) Pemasaran marning baik untuk ukuran kemasan 15 gr maupun 250 gr melalui 2 saluran pemasaran, pemasaran emping ukuran kemasan 250 gr melalui 3 saluran pemasaran sedangkan untuk emping ukuran kemasan 20 gr hanya melalui 1 saluran pemasaran; (2) Saluran pemasaran I untuk marning ukuran kemasan 15 gr tidak efisien dan pemasaran pada saluran pemasaran II efisien. Marning ukuran kemasan 250 gr pemasaran efisien baik pada saluran pemasaran I dan saluran pemasaran II. Selanjutnya saluran pemasaran untuk emping ukuran kemasan 20 gr efisien dan untuk emping ukuran kemasan 250 gr pemasaran efisien baik pada saluran pemasan I, II dan III.
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