Nugroho, Wahyu Aji and Budiraharjo, Kustopo and Nurfadillah, Suryani (2023) Analysis of Marketing Efficiency of Cow’s Milk in Semarang Regency. Undergraduate thesis, Universitas Diponegoro.

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Abstract

Cow's milk is one part of the product that is easily damaged, thus creating a big opportunity for farmers to suffer losses if it is not marketed immediately. This study aims to analyze marketing
channels and marketing functions as well as analyze marketing efficiency of cow's milk. The research location is in Semarang Regency, precisely in East Ungaran District, Tengaran District and Getasan District. The research was carried out in July-August 2022. The research method used a survey and the locations were chosen deliberately. The sampling technique used quota sampling with a total sample of 60 breeders and 30 consumers. This study uses primary data and
secondary data. Methods of data analysis using descriptive quantitative methods and statistical
analysis. The results showed that the third sub-district used 4 patterns of marketing channels,
between pattern I breeders-consumers, pattern II breeders-collectors-cooperative-consumers,
pattern III breeders-traders at consumer prices, pattern IV breeders-cooperative-consumers. The
results of the study show that the marketing function carried out by marketing agencies in the
three sub-districts has a good and appropriate function in accordance with its portion. The
marketing efficiency value in the third sub-district has reached the efficiency value which is seen
based on the margin calculation and the share of farmers who have fulfilled the profit value for
breeders. This research is useful for breeders to be more thorough and wise in determining
marketing channels to be used to expand marketing and also increase profits.
Keyword: efficiency, fresh milk, marketing, margin, farmer’s share

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