ANALISIS EFISIENSI PEMASARAN KENTANG DI KECAMATAN GETASAN KABUPATEN SEMARANG

Obstacles marketing activities for agricultural commodities especially aspect of marketing efficiency is unstable price, many marketing agencies and disproportionate marketing costs and profits between agency. This study aims to analyze pattern of marketing channels, marketing efficiency and factors that affect the efficiency. The research location is in Kopeng Village and Batur Village Getasan District, Semarang Regency. The research was conducted in January-February 2022. The research used survey method and the location was chosen deliberately. The sampling technique at the farmer by quota sampling totaling 40 people and snowball sampling at the marketing agency totaling 18 people. The research used primary data and secondary data. The data analysis method used descriptive quantitative methods and statistical analysis (one sample t-test and multiple linear regression). The results of the potato marketing channel in Getasan District are 4 channels, with each marketing margin of pattern I IDR 3,847/kg, pattern II IDR 2,250/kg, pattern III IDR 4,155/kg and pattern IV IDR 4,220/kg, while the farmer's share values were respectively: 63% for pattern I, 79% for pattern II, 62% for pattern III and 61% for pattern IV. Potato marketing in Getasan District is efficient. The results of one sample t-test is a significant difference between the value of marketing efficiency (0.000 <0.05) with the standard of marketing efficiency. Simultaneously, the producer price, consumer price, marketing cost, marketing channel pattern, and sales volume have a very significant effect (p<0.01) on marketing efficiency. Partially, the producer price and consumer price have a very significant effect on marketing efficiency.Keywords: efficiency, marketing, potato