PEMASARAN BUAH NENAS (KAJIAN STRUKTUR, PERILAKU, DAN PENAMPILAN PASAR) DI DESA KUALU NENAS KECAMATAN TAMBANG KABUPATEN KAMPAR

Abstract

This study aims to identify marketing channels and market structure pineapple, pineapple
analyzing market behavior and analyzing the performance of pineapple fruit market in the
village of Kualu Nenas. The data collection method is a survey method. Determination by
purposive sampling of respondents and the formula slovin on pineapple growers as much as
33 farmers. Determination of the number of traders, wholesalers and agents agroindustrial
determined by census where traders, wholesalers and agents agroindustrial taken based on the
accumulation of 33 farmers who sell pineapples to traffickers and agro industry in the village
Kualu Nenas, there are 8 traders , 6 wholesalers, and 8 players in the industry. Descriptive
analysis of data on the market structure and concentration ratio harfindahl index (HI), for the
behavior of markets analyzed by correlation and elasticity of the transmission, and the
appearance of markets analyzed by the equation margin trading system. The results showed
the market structure market share, concentration ratios, and HI traders at 0.5469, 54.69%, and
0.2990, market share, concentration ratios, and HI wholesalers at 0.6878, 68.78%, and
0.4730, and market share, concentration ratios and HI agro-industry amounted to 0.5145,
51.45%, and 0.2647 of its market structure among the three is oligopsony. Market behavior
indicates correlation values 0523 and 0515 transmission elasticity analysis. Appearance
market views on marketing margin is relatively large and is dominated by the great results
and uneven. Apart from it can be seen also from the uneven distribution margin, the share
price received by farmers is still relatively low and the ratio of benefits and costs to farmers is
still low. In addition, the bargaining power of farmers is weak because prices are determined
unilaterally by traders, especially on the channel I and channel II while the third channel is
relatively better because of the level of efficiency is lower