Simbolon, Demak and Nurfadillah, Suryani and Roessali, Wiludjeng (2023) ANALISIS EFISIENSI PEMASARAN KOPI ARABIKA (Coffea arabica L.) DI KABUPATEN SAMOSIR PROVINSI SUMATERA UTARA. Diploma thesis, Universitas Diponegoro.

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Abstract

Arabica coffee is a leading commodity in Samosir Regency. The existence of a gap in
coffee prices at the producer and consumer level, the many marketing agency which
are suspected of causing a long marketing chain. The study aimed to analyze the
coffee Arabica marketing channels, marketing functions of each marketing agency
and analyze marketing efficiency coffee Arabica in Samosir Regency. This research
was carried out in Ronggur Nihuta and Harian district based on the consideration
that Ronggur Nihuta District is the center for Arabica coffee with the largest land
area and production while Harian District has the lowest land area and production
so that the two areas can represent Samosir Regency by looking at the amount of
production from the highest to the lowest. This study was conducted from October to
November 2022. The research used survey method. 112 samples at the farmer level
were selected using simple random sampling, while for marketing agency sampling
used snowball. Then, data were analyzed descriptively for marketing patterns and functions, and quantitative for marketing margin, farmer's share and marketing efficiency. The results showed that there were five channels of coffee Arabica marketing in Samosir Regency. The most efficient marketing channel based on marketing margin value and farmer's share was obtained on channel 5, respectively marketing margin values and farmer's share of IDR 5.941 and 83.33%. The marketing agency involved consisted of farmers, collector trader, whole saler, regency distributors and exporters. All marketing agency carried out exchange, physical and facility functions in Arabica coffee marketing activities.

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