Efisiensi Pemasaran Pisang Barangan (Musa Paradisiaca Sapientum L) Studi Kasus: Desa Lau Rakit, Kecamatan Sinembah Tanjung Muda Hilir, Kabupaten Deli Serdang

Abstract

Barangan banana is a type of banana that is easy to find in Indonesia, as it is a local banana that comes from Medan, North Sumatra. Agricultural marketing plays an important role in supporting the agricultural economy, helping farmers access markets, increasing the added value of agricultural products, and ensuring the availability of food for the community. Marketing can improve overall economic efficiency, increase profits for producers, and increase satisfaction for end consumers. This study aims to determine the marketing channel of barangan banana in the study area and to determine the efficient level of barangan banana marketing in the study area. The method for determining the location in this research was purposively (purposive sampling), determining the sample of marketing institutions using the snowball sampling method. The data collection method was primary and secondary data collection. Primary data was obtained through interviews by collecting data and asking questions directly to the sample to get information. Meanwhile, secondary data was obtained from related institutions or agencies. The analysis method in this research used quantitative descriptive analysis. Based on the results of this research, it can be concluded that in the marketing of Barangan bananas, there are two marketing channel patterns in Lau Rakit Village. Marketing channel I is from farmers to intermediary traders, then from intermediary traders to end consumers. Marketing channel II is from farmers to intermediary traders, then from intermediary traders to retailers, then from retailers to end consumers. The marketing margin in marketing channel I is Rp 2,000/bunch and the marketing margin in marketing channel II is Rp 4,000/bunch. Marketing efficiency in channel I is 3.08% < 33% and marketing efficiency in channel II is 4,63% < 33%. This means that both channels obtained respective figures < 33%.