Abstract: This research departs from the importance of Shallot agricultural products as a horticultural commodity with high economic value in Indonesia, in the West Nusa Tenggara area, especially in East Lombok Regency. However, shallot farmers in this area face various challenges in marketing, such as limited access, dependence on middlemen, and low bargaining position of farmers. This prompted the author to analyze the performance of the shallot market in East Lombok Regency in order to provide efficient recommendations to improve farmers' welfare.
The main problem studied is how the shallot marketing channel is structured, marketing behavior occurs, and the level of marketing efficiency in various shallot marketing distribution channels in East Lombok Regency. To answer this problem, the research used a descriptive-quantitative analysis approach by collecting primary data through direct interviews with farmers and traders, as well as analyzing secondary data from related sources to quantitative research data.
The research methodology used in this research is a descriptive method. The descriptive method is a research method that attempts to describe a symptom, event, incident occurring now.
The results of this research area. Farmers - Collectors - Wholesalers - Retailers with a volume of 33,540 kg, b. Farmers – Collectors – Retailers with a volume of 44,400 kg, c. Farmers – Wholesalers – Retailers with a volume of 45,700 kg and d. Farmers – Retailers with a volume of 16,380 kg. While the marketing function of shallots can be carried out by farmers, collectors, wholesalers and retailers, farmers carry out the marketing function of sales, marketing costs and risk bearing costs, market information. Collectors carry out marketing, purchasing, sales, transportation, storage, standardization/sorting, marketing costs, risk bearing and market information functions. Wholesalers carry out the functions of marketing, purchasing, selling, transportation, storage, standardization/ sorting, marketing costs, risk bearing, and market information. Retailers perform marketing, purchasing, selling, risk bearing and market information functions. Meanwhile, the most efficient channel is the IV channel (from farmers directly to retailers).
Keywords: market performance, shallots, marketing channels, marketing functions and efficiency.
Title: Analysis of the Performance of the Shallot Market in East Lombok Regency
Author: Mutmainnah, Suparmin, I Wayan Suadnya
International Journal of Thesis Projects and Dissertations (IJTPD)
Vol. 12, Issue 3, July 2024 - September 2024
Page No: 44-60
Research Publish Journals
Website: www.researchpublish.com
Published date: 07-August-2024
