Strategi Pengembangan Pemasaran Usahatani Ubi Cilembu di Desa Rancakalong Kabupaten Sumedang

Abstract

Ubi cilembu merupakan komoditas pertanian unggulan Kabupaten Sumedang. Desa Rancakalong merupakan salah satu daerah penghasil ubi cilembu terbesar di Kabupaten Sumedang, karena memiliki potensi produksi yang tinggi. Meskipun demikian, jangkauan pemasaran secara langsung dari petani ke pasar luar daerah masih terbatas, yang disebabkan oleh sistem penjualan masih didominasi pedagang pengumpul. Kondisi tersebut menyebabkan ketergantungan terhadap pedagang pengumpul, sehingga saluran distribusi yang terbatas, belum optimalnya pendapatan dan kesejahteraan petani, serta terhambatnya pertumbuhan ekonomi daerah. Penelitian ini bertujuan untuk: (1) menganalisis saluran, lembaga, dan fungsi pemasaran ubi cilembu di Desa Rancakalong; (2) menganalisis pengaruh bauran pemasaran terhadap kinerja pemasaran ubi cilembu di Desa Rancakalong; (3) merumuskan strategi pengembangan pemasaran ubi cilembu di Desa Rancakalong. Metode yang digunakan, yakni analisis deskriptif, Structural Equation Modeling-Partial Least Square (SEM-PLS) berbasis bauran pemasaran (4P), dan analisis Strengths, Weaknesses, Opportunities, Threats (SWOT). Hasil penelitian menunjukkan bahwa terdapat sembilan saluran pemasaran serta enam lembaga pemasaran yang melakukan fungsi pertukaran, fisik, dan fasilitas. Kemudian, variabel harga, tempat, dan promosi berpengaruh signifikan terhadap kinerja pemasaran, sedangkan variabel produk tidak berpengaruh signifikan terhadap kinerja pemasaran ubi cilembu di Desa Rancakalong. Pemasaran ubi cilembu berada pada kuadran V, yakni Hold and Maintain dengan prioritas strategi pemanfaatan teknologi dan kerja sama luar daerah.

Cilembu sweet potatoes are leading agricultural commodity of Sumedang Regency. Rancakalong Village is one of the largest cilembu sweet potato producing areas in Sumedang Regency, because it has high production potential. Nevertheless, the direct marketing reach from farmers to markets outside the region is still limited, which is caused by the sales system still being dominated by middlemen. This condition leads to dependence on middlemen, resulting in limited distribution channels, suboptimal income and welfare for farmers, and hindered regional economic growth. This study aims to: (1) analyze the channels, institutions, and marketing functions of Cilembu sweet potatoes in Rancakalong Village; (2) analyze the influence of the marketing mix on the marketing performance of Cilembu sweet potatoes in Rancakalong Village; (3) formulate strategies for developing the marketing of Cilembu sweet potatoes in Rancakalong Village. The methods used are descriptive analysis, Structural Equation Modeling-Partial Least Square (SEM-PLS) based on the marketing mix (4P), and Strengths, Weaknesses, Opportunities, Threats (SWOT) analysis. The research results show that there are nine marketing channels as well as six marketing institutions that carry out exchange, physical, and facilitation functions. Furthermore, the variables of price, place, and promotion have a significant effect on marketing performance, meanwhile the product variable does not have a significant effect on the marketing performance of Cilembu sweet potatoes in Rancakalong Village. The marketing of Cilembu sweet potatoes is in quadrant V, namely Hold and Maintain, with a strategic priority on the utilization of technology and cooperation outside the region.