Marketing Efficiency Analysis of Cabbage in Kayu Aro District Kerinci Regency Jambi Province

Latifa, Dara and Tanjung, Faidil and Sari, Rina (2020) Marketing Efficiency Analysis of Cabbage in Kayu Aro District Kerinci Regency Jambi Province. Journal Agribusiness and Community Empowerment, 3 (2). pp. 71-82. ISSN 2655-4526

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Abstract

This research is aimed to; 1)describe the marketing system of cabbage, including marketing channels and marketing functions which is done by eachmarketing agencies;2) analyze thestructure, conduct, and performance (SCP), marketing margin, farmer's share, and marketing efficiency analysis of cabbage's marketing in Kayu Aro district.The data collection methodused in thisresearch was survey. Primaryand secondary datawere collected andthen analyzed using descriptive qualitative method andquantitativemethod. The findings of this research indicate that; 1) marketing agenciesinvolved inthecabbage marketing structure arefarmers,collectorssellers, large sellers,distributor sellers, and retailer sellers. 2) There are four channels of cabbage marketing,and it consistsof three channels inside the region and one channel outside the region.3) Market functions that had been conducted withineach marketing channel areexchangefunction, physic function, and facility function. 4) The market structure analysisof cabbage leads to an oligopoly market. Marketing priceisshaped based on a compromise between demand and supply. Furthermore, this study highlighted that marketing channelIV is the most efficient channel for marketing efficiency analysis. Through this study, the writer would like to advise the producerstofollow the cabbage marketingstructurethathadalreadybeen formulated, which is marketingchannel IV. The local governmentcould create apolicy to make marketingefficiency better, for example, bysupplying facilitiesand infrastructure. As for future researchers, there is pressing urgency forfurther research about marketing efficiency through amarketintegrationapproach.

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