ANALISIS EFISIENSI DAN FAKTOR YANG MEMENGARUHI PILIHAN SALURAN PEMASARAN

Rizka Karlina Putri, Rita Nurmalina, Burhanuddin Burhanuddin

Abstract


Abstract. This research is intended to analyze the efficiency and the factors influencing
the choice of marketing of vanda douglas cutting orchids in Bogor district. Respondents
in this study requires 40 farmers vanda douglas cutting orchids. The analysis of
marketing channel efficiency uses marketing margins, farmers' share and profit-to-cost
ratio. The result of this research is there are three patterns of marketing channel of
Vanda douglas cutting orchids: (1) farmers - village collector traders - wholesalers -
consumers (2) farmers - wholesalers - consumers (3) farmers - florists - consumers.
Seen from the efficiency of the most efficient marketing channel is on channel two that
is farmers - wholesalers - consumers. Where on this channel has a low margin of 72
percent, farmer shares by 28 percent and the ratio of profit to the largest cost of 7.4. Of
the seven factors that affect the quality of work. Vanda douglas hence significant
explanatory variable to response variable is farmer age, orchid sale price, long farming
and land area.

Keywords


Keywords: efficiency, marketing channel choice, orchid

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DOI: http://dx.doi.org/10.22441/mix.2018.v8i1.007

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MIX: Jurnal Ilmiah Manajemen
Journal URL: http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix
Journal DOI: 10.22441/jurnal_mix
P-ISSN: 2088-1231
E-ISSN: 2460-5328

Alamat Redaksi :
Universitas Mercu Buana Program Studi Magister Manajemen
Gedung Tedja Buana Jl. Menteng Raya No.29, RT.2/RW.7, Kb. Sirih, Kec. Menteng, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10340

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