Marketing Channels, Margin, and Efficiency of Tuberose Flower in Semarang Regency

Cahyo Mulyo Putranto, Lestari Rahayu Waluyati and Any Suryantini

Journal of Agribusiness Management and Development (JAMADev), 2022, vol. 3, issue 2

Abstract: This study aims to (1) find out marketing channels of tuberose flower of Doplang Village, Bawen District in Semarang Regency, (2) calculate marketing margin of each marketing channel, (3) estimate farmer's share of each marketing channel, (4) calculate Monopoly Index (MPI) of each marketing agency, (5) determine the level of marketing efficiency of each marketing channel, and (6) find out the factors that affect the level of marketing efficiency of tuberose flower farming. The location of this study and the samples of the farmers were determined by using purposive sampling method and the samples of the agents were carried out by using snowball sampling method. Marketing channels were explained using descriptive methods. Marketing margins, farmer's share, monopoly index, and marketing efficiency were obtained by using quantitative analysis. Determination of factors which influence marketing efficiency was done by using multiple linear regression analysis. The results of the study showed that there are 5 marketing channels of tuberose flower. Channel I is a channel from farmers-final consumers. Channel II farmers-collectors-agents outside the research area. Channel III farmers-collectors-retailers (Regency of Semarang)-final consumers. Channel IV farmers-collectors-middlemen-retailers (City of Salatiga)-final consumers. Channel V farmers-collectors-middlemen-retailers (City of Semarang)-final consumers. The largest marketing margin is on the channel V which is the longest channel. The highest farmer's share is on the channel I which is the shortest channel. The marketing agent which has the largest MPI value is retailers. Channel V has the smallest marketing efficiency index which shows that channel V is the most inefficient channel. Marketing margins and the number of agents are factors that positively affect the index of marketing efficiency and sales volume is a factor that negatively affects the index of marketing efficiency.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2022
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