Kompetensi Kewirausahaan dalam Pemasaran Produk Susu SASPRI Cijeruk

Abstract

Penelitian ini bertujuan mengidentifikasi tingkat kompetensi kewirausahaan peternak, menganalisis kinerja pemasaran produk susu, serta menganalisis pengaruh kompetensi kewirausahaan terhadap kinerja pemasaran produk susu pada peternak sapi perah di SASPRI Cijeruk. Data dikumpulkan melalui observasi, wawancara, dan kuesioner terhadap 41 peternak sapi perah, kemudian dianalisis menggunakan analisis deskriptif, Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS), dan analisis finansial. Hasil penelitian menunjukkan bahwa kompetensi industri dan efikasi diri berpengaruh signifikan terhadap kinerja pemasaran, sedangkan kompetensi bisnis, kompetensi sosial, dan kompetensi peluang tidak berpengaruh signifikan. Kinerja pemasaran peternak masih bersifat production-driven. Penjualan langsung berpotensi meningkatkan penerimaan sekitar Rp3.500 per liter, sementara pengolahan susu menghasilkan nilai tambah kotor yang lebih tinggi dibandingkan susu segar. Potensi nilai tambah yang belum dimanfaatkan mencapai Rp425.000 per hari pada skenario mandiri dan Rp6.375.000 per hari pada skenario maksimum.

This study aimed to identify the level of entrepreneurial competence among dairy farmers, analyze the marketing performance of milk products, and examine the effect of entrepreneurial competence on the marketing performance of milk products at SASPRI Cijeruk. Data were collected through observations, interviews, and questionnaires involving 41 dairy farmers and were analyzed using descriptive analysis, Partial Least Squares Structural Equation Modeling (PLS-SEM), and financial analysis. The results showed that industry competence and self-efficacy significantly affected marketing performance, while business competence, social competence, and opportunity competence had no significant effect. The marketing performance of dairy farmers remained production-driven. Direct selling had the potential to increase revenue by approximately IDR 3,500 per liter, while milk processing generated higher gross value added than fresh milk. The untapped value added potential reached IDR 425,000 per day under the independent scenario and IDR 6,375,000 per day under the maximum scenario.