Gunuang Omeh sub-district is the center of jeruk siam production because it has superior ranges of citrus based on the Mandate of the Minister of Agriculture in 2008. This location has the most extensive variety of farmers, particularly 70.5% (987 farmers). Presently, the asking price of oranges from this location is 69.23% higher than rivals from outside the area. The role of various other marketing establishments is fairly more leading in determining prices than farmers. This research aims to analyze the marketing of Jeruk Siam Gunuang Omeh with a Structure, Conduct, and Performance (SCP) approach. This research was conducted in Kenagarian Koto Tinggi in August 2019 and January 2020. The information used was secondary data and primary. Farmers were selected through purposive sampling and snowball sampling for a middleman. Information processing in this study used qualitative and quantitative detailed evaluation. Based upon the assessment of the market structure, jeruk siam marketing tends to lead to an oligopsony market framework. Going by market habits, there are four marketing channels and marketing functions performed by marketing establishments, mainly the exchange function, physical facility function, and function. On the other hand, market performance evaluation shows that the share of prices received by farmers (farmer's share) is relatively high (>40%). This is because of the lack of various other marketing establishments that execute the processing of jeruk siam. There's no considerable increase in item included worth between marketing firms.
ABSTRAKSistem pemasaran jeruk siam gunuang omeh (JESIGO) memiliki permasalahan yang kompleks, baik dari sisi harga maupun non harga. Kondisi harga jeruk yang relatif tinggi (69.23%) dibandingkan dengan jeruk jenis lainnya berakibat kondisi pasar jeruk menjadi tidak kompetifif. Di sisi lain, petani sebagai produsen tidak mampu menentukan harga jualnya, peran lembaga pemasaran lain relatif lebih dominan. Penelitian ini bertujuan untuk menganalisis pemasaran JESIGO dengan pendekatan Structure, Conduct and Peformance (SCP). Penelitian dilaksanakan di Kenagarian Koto Tinggi selama bulan Agustus 2019 sampai Januari 2020. Data yang digunakan adalah data primer dan sekunder. Petani dipilih melalui metode purposive sampling (n=20) dan snowball sampling untuk pedagang (n=11). Data dioalah menggunakan analisis deskriptif kualitatif dan kuantitatif. Berdasarkan hasil analisis struktur pasar, pemasaran JESIGO cendrung mengarah kepada struktur pasar oligopsoni. Dilihat dari perilaku pasar, terdapat 4 saluran pemasaran dan fungsi pemasaran yang dilakukan lembaga-lembaga pemasaran, yaitu fungsi pertukaran, fungsi fisik dan fungsi fasilitas. Sedangkan analisis kinerja pasar menunjukkan bahwa, share harga yang diterima petani (farmer's share) sudah tergolong tinggi (>40%). Margin pemasaran terbesar dinikmati oleh pedagang pengecer pada saluran 3. Hasil analisis struktur, perilaku dan kinerja pasar JESIGO menggambarkan bahwa pasar mengarah pada kondisi efisien.
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