Analisis Tingkat Kepentingan dan Kinerja Pasar Lelang Perkumpulan Petani Hortikultura Puncak Merapi

Abstract

Cabai merupakan komoditas hortikultura unggulan yang rentan mengalami fluktuasi harga dan margin pemasaran yang tinggi. Pasar lelang berperan dalam menekan margin pemasaran dan menjaga stabilitas harga, namun efektivitasnya di Kabupaten Sleman masih perlu dievaluasi. Penelitian ini bertujuan menganalisis tingkat kepentingan dan kinerja kualitas layanan pasar lelang PPHPM Sleman, serta merumuskan prioritas perbaikan. Responden penelitian sebanyak 135 responden dipilih melalui convenience sampling. Data dianalisis dengan analisis Customer Satisfaction Index (CSI) dan Importance Performance Analysis (IPA). Hasil menunjukkan tingkat kepuasan petani dan pedagang terhadap kinerja layanan pasar lelang dalam kategori puas dengan persentase kepuasan 77,52% berdasarkan penilaian petani, 72,39% berdasarkan penilaian pedagang, dan 68,93% berdasarkan penilaian pedagang pengguna aplikasi. Rekomendasi perbaikan mencakup penambahan transportasi, keterbukaan informasi, penambahan petugas, digitalisasi pencatatan, perhatian individual, peningkatan SDM, penambahan titik kumpul, pemberian insentif, pengelolaan sistem antrean, dan optimalisasi aplikasi lelang.

Chili peppers are a leading horticultural commodity that is prone to price fluctuations. Auction markets play a role in reducing marketing margins and maintaining price stability, but their effectiveness in Sleman Regency still needs to be evaluated. This study aims to analyse the level of importance and performance of the quality of services provided by the PPHPM Sleman auction market, as well as to formulate priorities for improvement. A total of 135 respondents were selected through convenience sampling. Data were analysed using the Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA). Results indicate that farmers and traders are satisfied with the auction market's service performance, with satisfaction rates of 77.52% based on farmers' assessments, 72.39% based on traders' assessments, and 68.93% based on traders using the application. Improvement recommendations include adding transportation, improving information transparency, increasing staff, digitising record-keeping, providing individual attention, enhancing human resources, adding collection points, offering incentives, managing the queue system, and optimising the auction application.