Analisis Pemasaran Bunga Mawar Potong (Kasus : Kecamatan Tigapanah, Kabupaten Karo, Provinsi Sumatera Utara)

Abstract

This research aims to analyze marketing channels, marketing costs, marketing margins, share margin received by each marketing channel, marketing efficiency, as well as explaining the relationship between selling prices and production of cut roses during holiday celebrations in Tigapanah District, Karo Regency, North Sumatera Province. The analytical method used was total sampling or census for 11 farmers and snowball sampling method for 3 wholesalers, 9 retailers, and 4 florists. The descriptive analysis method is used to explain marketing channels, marketing costs, marketing margins, share margin received by each marketing channel, marketing efficiency, as well as explaining the relationship between price and production of cut roses during holiday celebrations in the research area. The research result concluded that there are four marketing channels in Tigapanah sub district, namely channel I) farmer – retailer – consumer; channel II) farmer – florist – consumer; channel III) farmer – wholesaler – retailer – consumer; channel IV) farmer – wholesaler – florist – consumer. The marketing functions carried out by each cut rose marketing agency are the functions of buying, selling, transpoting, storing, packaging, financing, risk bearing, market information. Marketing channel I is the most efficient cut rose channel for each size of cut rose. The selling price of cut roses increases when there are holiday celebrations but this not followed by an increase in production