| dc.description.abstract | The purpose of this research is to identify the characteristics of marketing
institutions, marketing chain, marketing function, and analyze added value in
broiler marketing institutions in traditional market of Medan City from April until
May 2017. This research used primary data that obtained from observation and
interview of respondents. The location of the research was determined
purposively method and determination of respondents with accidental sampling
method that has 99 respondents. The data analysis by descriptive analyses and
added value analyses.
The results showed the characteristic of respondents were dominated by
male sex (72,75%) with an experience of 11-20 years (56,19%) with 6-10
employees (47,99%), aged 41-50 years (57,99%) and had senior high school
education level / equal (45,34%). There were five kinds of marketing chains
where the biggest marketing chains that was marketing chains broiler farmers to
collectors then to slaughterers at once retailers with life broiler chicken input
then become carcass product to retailers and to consumers. The exchange
function and the facility function are done by each marketing institution,
processing on the physical function is not found in the collectors level.. The
highest added value was found in slaughterers at once retailers Rp 9.178,72.
Meanwhile, the lowest added value in collectors was Rp 898,55. The conclusion,
the biggest marketing chain involved all the marketing institutions so the bigger
the marketing margin that is formed the more profitable they are, but the higher
the price the consumer pays. The shorter the marketing chain the more it gives a
big profit to broiler farmers. | en_US |
