EFISIENSI DAN INTEGRASI PEMASARAN PADA AGRIBISNIS TOMAT DI KECAMATAN AMARASI KABUPATEN KUPANG PROVINSI NUSA TENGGARA TIMUR

Abstract

This study aims to 1) to know the channel and the level of tomato marketing efficiency in Ama- rasi Sub-district of Kupang Regency, 2) to calculate Margin, Farmer’share, and tomato marketing advantage in Amarasi Sub-district, Kupang Regency, and 3) to calculate how much market inte- gration in marketing tomatoes in Amarasi District, Kupang Regency. The location of this research is in Tesbatan Village and Ponain Village, Amarasi Sub-district of Kupang Regency determined by Purvosive sampling (intentionally). The population is farmers who are members of 9 farmer groups totaling 64 people, and marketing institutions (traders) in the research area. Respondent farmers were determined by proportional Randon Sampling, as many as 39 people were scattered in the 9 groups. Whereas traders are determined by purposive sampling, as many as 6 people. The data collected are primary and secondary data. The collected data is analyzed descriptively and simple statistical analysis.

The results show that: 1) there are two marketing channels in Amarasi sub-district, Kupang Regency, namely: channel I: Retailer-Manufacturer, and Channel II: Manufacturer-Retailer-Re- tailer Traders. The most efficient marketing channel is Channel I, 2) The marketing margin of both channels has the same value, the largest farmer share is in channel I, and the biggest marketing advantage is also in channel I, and 3) the market integration level in tomato marketing in Amarasi sub-district is a perfect competition market.Based on the results of these studies it is recommended that farmers in marketing tomato production, should choose Marketing Channel I, because it pro- vides benefits and can reduce marketing costs.