Efisiensi Pemasaran Teh Perkebunan Rakyat di Kecamatan Pasirjambu, Kabupaten Bandung

Abstract

Terdapat beberapa saluran pemasaran teh milik perkebunan rakyat dengan karakteristik yang berbeda-beda di Kecamatan Pasirjambu yang berpotensi menimbulkan perbedaan tingkat efisiensi pemasaran. Penelitian ini bertujuan mengidentifikasi lembaga dan saluran pemasaran, menganalisis fungsi pemasaran, serta menganalisis efisiensi pemasaran teh rakyat berdasarkan margin pemasaran, farmer’s share, dan rasio keuntungan terhadap biaya. Penelitian berlokasi di Kecamatan Pasirjambu dengan menggunakan data primer metode survei. Lokasi penelitian dipilih secara purposive, responden petani didapatkan sebanyak 63 orang, sedangkan lembaga pemasaran ditentukan menggunakan snowball sampling. Data dianalisis secara deskriptif dan kuantitatif melalui analisis saluran pemasaran, fungsi pemasaran, margin pemasaran, farmer’s share, dan rasio keuntungan terhadap biaya. Hasil penelitian menunjukkan terdapat empat saluran pemasaran yang melibatkan lembaga pemasaran dengan fungsi berbeda. Saluran IV, yaitu petani – pabrik kecil, memiliki kinerja efisiensi paling baik dengan margin pemasaran Rp5.000/kg, farmer’s share 58,33%, dan rasio keuntungan terhadap biaya 1,27. Saluran I memiliki margin Rp6.500/kg dan farmer’s share terendah sebesar 26,14%. Perbedaan efisiensi antarsaluran berkaitan dengan panjang saluran, biaya pemasaran, serta kapasitas penyerapan pabrik.

Smallholder tea is marketed through several marketing channels with different characteristics in Pasirjambu District, Bandung Regency, West Java, resulting in varying levels of marketing efficiency. This study aimed to identify the marketing institutions and marketing channels, analyze the marketing functions of each institution, and evaluate marketing efficiency based on marketing margin, farmer’s share, and profit-to-cost ratio. The research employed a survey method. The location was selected purposively, 63 farmers were identified and marketing institutions were identified using snowball sampling. Data were analyzed descriptively and quantitatively through marketing channel and function analysis, marketing margin, farmer’s share, and profit to cost ratio. The results showed four marketing channels, channel IV, consisting of farmers and a small-scale processing factory, showed the best efficiency performance, with a marketing margin of IDR 5.000/kg, a farmer’s share of 58.33%, and a profit to cost ratio of 1.27. Channel I had a marketing margin of IDR 6.500/kg and the lowest farmer’s share at 26.14%. Differences in marketing efficiency among channels were associated with channel length, marketing costs, and factory purchasing capacity.