Faktor-Faktor Yang Memengaruhi Pilihan Saluran Pemasaran Tandan Buah Segar Pada Perkebunan Rakyat

Arwan Arwan, Netti Tinaprilla and Burhanuddin Burhanuddin

Journal of Indonesian Agribusiness, 2023, vol. 11, issue 1

Abstract: Palm oil is a leading commodity of plantations that has an important role in economic activity, including in the Nunukan Regency. Palm oil marketing is carried out by farmers in the form of fresh fruit bunches, there were several marketing channels that farmers use in the sell of fresh fruit bunches such as assemblers wholesalers, and cooperatives. The selection of marketing channels is the most complex decision faced by farmers. The purpose of this study is analyzing the factors influencing the choice decisions of marketing channels smallholders farmers in the Nunukan Regency. The selection of research places was conducted purposively and the determination of respondents using purposive and snowball sampling methods. The number of samples in this study is 40 farmers. This study used primary data obtained through interviews while secondary data obtained from related agencies. The research method is carried out descriptively to describe the marketing channels that are formed as well as multinomial logistic regression analysis to see the factors that have an influence on the selection of channels to be used in marketing. The results showed that farmers sell fresh fruit bunches through three marketing channels namely, assembler (76,22 percent), wholesalers (10,91 percent), and cooperatives (14,85 percent). Based on a statistical analysis of multinomial logistic regression showed that the age of farmers, farming experience, the price of fresh fruit bunches, and cash payment method have a significant influence on the selection of marketing channels used in the sale of fresh fruit bunches.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2023
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