EFISIENSI PEMASARAN BUNGA HORTENSIA DI DESA TULUNGREJO, KECAMATAN BUMIAJI BATU JAWA TIMUR

Abstract

Hortensia is a flower that has good business prospects in Batu. The price of hortensia tends to fluctuate and the marketing margin is quite large, causing the value of the farmer's share to be relatively small. Research on the efficiency analysis of hydrangea marketing carried out in Tulungrejo Village aims to identify an efficient marketing system in terms of marketing operational efficiency. The marketing analysis approach used is qualitative and quantitative analysis. The determination of farmer respondents was selected by purposive sampling as many as 20 people and respondents from marketing institutions using the snowball sampling method. The results showed that there were 4 marketing channels formed with different channels, institutions, functions, and market behavior in each channel. Based on the analysis of marketing operational efficiency, namely the calculation of marketing margins, farmer's share, and the ratio of profit to cost, it shows that channel IV (farmers → wholesalers → consumers) is a relatively more efficient channel.