Analisis Perbedaan Pemasaran Pepaya Calina ke Pasar Ritel Moderen dan Pasar Tradisional pada Poktan Tirta Mekar

Abstract

Recently, modern retail market in Indonesia have grown very rapidly. Supermarket and minimarket can be found easily even in the village. Modern retail market sell all human needs such as food, beverage even fresh fruit and vegetable). Tirta mekar is a farmer group that sell it’s papaya to modern retail market and traditional market. The objectives of this research are to analyse the marketing differences between modern retail market and traditional market. This research used marketing analysis method such as marketing margin, farmer’s share, marketing cost and benefit cost ratio. Tirta mekar sell papaya to Alfamidi, Total Buah Segar, Ngesti, Istana Buah Segar and vendor or trader in traditional market. Tirta mekar sell papaya grade A and B to modern retail market and grade C is sold to traditional market. The result shown that the marketing differences between modern retail market and traditional market can be seen from papaya’s price, papaya’s quality, physical function (marketing function), marketing cost, risk, payment system and marketing margin.