EFISIENSI SALURAN DAN STRATEGI PEMASARAN CABAI RAWIT( CAP- SICUM FRUTESCENS L.) DI KECAMATAN KUPANG TIMUR KABUPATEN KUPANG.

Abstract

Research on Channel Efficiency and Chilli Rawit Marketing Strategy In Kupang Timur Sub-district, Kupang District has been conducted in Kupang Timur Sub-district from July to August 2017. This research aims to know: 1) efficiency level of marketing channel of cayenne pepper, 2) marketing strategy of cayenne pepper. This research was conducted by using survey method. The determination of the research location is done in stages (multi stage random sampling), namely in Oesao Village as the highest chili producing area in East Kupang District. Determination of sample farmers was done by simple random technique that is 50% from 55 so that 27 respondents were taken. The results showed that: 1). There are two marketing chan- nels of cayenne pepper in research area that is: a). The Marketing Channel is Consumer Farmers. b). One Marketing Channel that is the End-user Consumer Retailer Dealer. From the above marketing channels, farmers need to market the chilli pepper through the indirect channel, because the most profitable channel is the indirect channel (one level channel) with a marketing efficiency value of 28.57%. 2). To determine a strategy can be used SWOT analysis to be able to identify the external and internal factors that become strength and weaknesses and opportunities and threats in chili pepper farming, then by using SWOT matrix analysis obtained some alternative strategies that can be considered related to the development of com- modity cayenne pepper among others as follows: 1). The S-O Strategy (Power-Opportunity), harnesses the strengths it has to take advantage of opportunities; 2). W-O Strategy (Weakness- Opportunity), using stretches to overcome weaknesses and gain opportunities; 3). The S-T Strategy (Strength-Threat), harness- es the power it has to avoid threats; and 4). W-T Strategy (Strength-Threats), strategies designed to reduce weaknesses and avoid threats.