DETAIL JURNAL
M. ERWAN SURIAATMAJA
Vol.8 No.2 Oktober 2015
Prodi Agribisnis Fakultas Pertanian Universitas Mulawarman
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This research aims to understand the mechanism of horticulture commodity commerce, understand the efficiency of horticulture commodity commerce, and also understand the government policy in studying the horticulture commodity commerce activity.This research is conducted on March until October 2014 in horticulture commodity trading center in Malang Regency area. The determination of the research location is done by purposively. The type of data used in this research is primary data including the respondents of (a) producer farmers, middlemen, wholesalers, until retailers while the secondary data includes (a) the data of Malang Regency from Statistic Center Body of Malang regency, (b) the data from Department of Agriculture in Malang regency. The data analysis conducted includes: Analysis of Market Margin, Market Efficiency, and Profit Ratio and Marketing Cost. The research results show that:
In research area, there are two types of horticulture commodity marketing channels. The first marketing channel is producer farmers – middlemen - wholesalers – retailers- final consumers and the second marketing channel is producer farmers – middlemen - retailers- final consumers.
The activity of horticulture commodity commerce in both marketing channels is inefficient condition.By the marketing condition which is in the form of oligopsony and inefficient activity of horticulture commodity commerce in the research area, then it is required a formation of farmer group organization and middlemen group, the determination of basic purchase price by the government, and also it is required the provision of soft loans.
Keywords: Efficient, Marketing Margin, Horticulture
