Analisis Pemasaran Umbi Porang (Amorphophallus muelleri Blume) ( Studi Kasus : Kelompok Tani Pandan di Desa Klangon Kecamatan Saradan Kabupaten Madiun)

Abstract

Indonesia is an agricultural country where the majority of the population lives from farming, so agriculture is a sector that plays an important role in the welfare of the lives of the Indonesian population. In increasing the competitiveness and added value of Indonesian agricultural products, efficiency is needed in the production system, processing and quality control as well as product sustainability supported by promotion and marketing efforts. The porang plant has the prospect of being an alternative food ingredient which is starting to be developed due to the increasing need for food. Based on these conditions, this research aims to: (1) Identify and analyze the marketing system for porang tubers through marketing channels, and marketing functions (2) Analyze the marketing efficiency of porang tubers through marketing margins,farmer’s share and the value of the profit ratio in each marketing institution in Klangon Village, Saradan District, Madiun Regency. The data used in this research are primary data and secondary data. The method used ispurposive sampling for farmers and methods snowball for marketing agencies. The marketing institutions involved are farmer groups (pandan), collecting traders and retailers. The results of the analysis show that marketing channel 5 is the most efficient channel for producer farmers with the smallest marketing margin value of IDR 800..farmer’s share the largest was 73.33% and the smallest total marketing costs was IDR 320.