Analisis Struktur, Perilaku, dan Kinerja Pemasaran Bunga Potong Sedap Malam di Pasar Bunga Rawa Belong, Jakarta Barat

Abstract

Bunga potong sedap malam merupakan komoditas hortikultura bernilai ekonomi tinggi yang diperdagangkan di Pasar Bunga Rawa Belong, Jakarta Barat, namun rentan mengalami inefisiensi pemasaran akibat sifat produk yang mudah rusak dan persaingan antarlembaga yang belum banyak dikaji berdasarkan grade mutu. Penelitian ini bertujuan menganalisis struktur, perilaku, dan kinerja pemasaran sedap malam menurut grade A, B, dan C. Data primer dikumpulkan dari pedagang besar dan pedagang pengecer, kemudian dianalisis melalui indikator konsentrasi dan hambatan masuk pasar, marjin pemasaran, farmer's share, dan rasio keuntungan terhadap biaya. Hasil penelitian menunjukkan struktur pasar tergolong oligopoli sangat terkonsentrasi dengan hambatan masuk tinggi, sementara perilaku pasar dicirikan oleh sistem pembelian borongan, hubungan langganan, dan praktik grading yang berfungsi sebagai instrumen diferensiasi harga dan mitigasi risiko kerusakan. Saluran pemasaran yang lebih pendek terbukti lebih efisien, meskipun peningkatan bagian harga pada grade bermutu rendah lebih mencerminkan penurunan harga jual di tingkat hilir daripada perbaikan posisi tawar petani. Temuan ini mengindikasikan perlunya penguatan kelembagaan dan transparansi informasi harga per grade agar nilai tambah kualitas lebih dinikmati petani.

Tuberose is a high-value horticultural commodity traded at Rawa Belong Flower Market, West Jakarta, yet remains prone to marketing inefficiency given its perishability and inter-institutional competition rarely examined by quality grade. This study analyzes the market structure, conduct, and performance of tuberose marketing across grades A, B, and C. Primary data from wholesalers and retailers were analyzed descriptively and through market concentration, entry barrier, marketing margin, farmer's share, and profit-to-cost ratio indicators. The market is a highly concentrated oligopoly with high entry barriers, while conduct is marked by bulk purchasing, customer-loyalty relationships, and grading that serves as both a price-differentiation and a spoilage-mitigation instrument. The shorter channel proved more efficient, with smaller margins and a larger farmer's share, although the higher share on lower grades reflects falling downstream prices rather than improved farmer bargaining power. These findings indicate the need to strengthen farmer institutions and improve grade-based price transparency so that quality-related value added is better captured by farmers.