Abstract: Cayenne pepper is a strategic commodity that has a high economic value. The need for cayenne pepper tends to increase every year. This is inseparable from the increasing population and the development of industries that require cayenne pepper raw materials. Per capita chili consumption per year is relatively stable with an average growth rate of 0.44% per year. The consumption of cayenne pepper by the household sector in 2021 is 528.14 thousand tons, an increase of 10.25% from 2020. The consumption of cayenne pepper from the household sector is 75.72% of the total consumption of cayenne pepper. West Nusa Tenggara Province is one of the cayenne pepper producing centers that contribute to national cayenne pepper production.
The production of cayenne pepper from West Nusa Tenggara is not only marketed in markets within West Nusa Tenggara, but also to markets outside the area. West Lombok Regency is the district with the second highest production of cayenne pepper in West Nusa Tenggara Province, which is 44,800 kw. In addition, the average price fluctuation of cayenne pepper in the Mandalika Main Market from January 2022 to December 2022 recorded the highest price of IDR 85,600 / kg in June. while the lowest price was IDR 24,850 / kg which occurred in November. The length of the marketing channel formed from the interaction of marketing institutions will affect the price received by consumers and the price received by farmers as producers.
The purpose of this study was to analyze marketing channels, analyze marketing functions and analyze the marketing efficiency of cayenne pepper in Kediri sub-district, West Lombok district, West Nusa Tenggara. By using descriptive analysis method analyze farmer's share marketing margin and marketing profit distribution.
The results showed that there are 5 (five) cayenne pepper marketing channels in Kediri sub-district which involve several marketing institutions, namely: intermediary traders, wholesalers, and retailers. The marketing function performed by most of the marketing institutions involved is to carry out the three main functions of marketing, namely the exchange function, physical function, and facility function. However, the storage function included in the physical function is only carried out by retailers. Other research results show that the level of efficiency of cayenne pepper marketing in Kediri sub-district, West Lombok district is efficient. With the results of research findings in the form of price share results received by farmers are above 60%. Marketing channel IV is a relatively more efficient channel compared to marketing channels I, II, III, and V, due to relatively lower marketing margins. The value of farmer's share is relatively higher, and the value of profit distribution is close to 1.
Keywords: Cayenne pepper, marketing, farmer's share, profit distribution, market efficiency and farmers.
Title: CAYENNE PEPPER MARKETING ANALYSIS IN KEDIRI SUB-DISTRICT, WEST LOMBOK DISTRICT
Author: Hidayati, Dwi Praptomo Sudjatmiko, Muhamad Siddik
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 12, Issue 2, October 2024 - March 2025
Page No: 208-219
Research Publish Journals
Website: www.researchpublish.com
Published Date: 08-February-2025
