ANALISIS PEMASARAN TAHU DI KECAMATAN KARTASURA KABUPATEN SUKOHARJO

Marketing is an important aspect in agribusiness development, especially in the effort of soybean curd. Soybean curd have weakness that the water content is high, so that easy to destroyed by the microbe. Soybean curd have to be arrived to consumer immediately, so that their qualities always be guarded. The distribution process of soybean curd from producer to consumer will be fluent progressively if it supported by good marketing system. The aims of this research are to know the pattern of marketing channel of soybean curd; to analyze how much of margin, costs and profit of marketing institution in marketing channel of soybean curd; and also to analyze the economic efficiency level from each marketing channel of soybean curd in Sub district of Kartasura in Sukoharjo Regency. Basic method of this research is descriptive method, with the implementation technique in the form of survey. The location of research selected by purposive that is Sub district of Kartasura in Sukoharjo Regency. Taking producer sample method by simple random sampling while marketing institute sample by snowball sampling. Data used are primary and secondary data. The data collected be interview, observation and record-keeping. The result of this research indicate that there are three pattern of marketing channel of soybean curd, they are : first channel : Producer Consumer; second channel: Producer Retailer Consumer ; and the third channel : Producer external merchant. There are no marketing expenses at the first channel. The total cost of marketing at second channel is Rp 536,99 per Kilogram, while at the third channel is Rp 148,35 per Kilogram. The total of marketing advantage is Rp 314,29 per Kilogram for the first channel, Rp 872,71 per Kilogram for the second channel and Rp 1.150,00 per Kilogram for the third channel. The marketing margin of first channel is Rp 314,29 per Kilogram (3,85%), the second channel is Rp 1.409,70 per Kilogram (15,19%), while the third channel is Rp 1.298,35 per Kilogram (13,81%). The farmer's Share at first channel is 96,15%, the second channel is 84,81%, and the third channel is 86,19%. The first channel is the most efficient channel if evaluated from economics side because it has the lower percentage of marketing margin and highest farmer's share