Analisis Pemasaran Jambu Biji Di Desa Perawang Barat Kecamatan Tualang Kabupaten Siak Provinsi Riau

Analysis of Guava Marketing in Perawang Barat Village, Tualang District, Siak Regency. Guidance of Mrs. Hj. Sri Ayu Kurniati SP, M.Si as the Advisor. Marketing of guava in Perawang Barat Village is still limited, so it is necessary to know whether the existing system is efficient and profitable for farmers or traders in marketing. This study aims to determine the characteristics of farmers and traders as well as guava business profiles, analyze channels, functions, costs, margins, profits, and marketing efficiency, and analyze the guava market structure. The method used in this research is a survey in the village of Perawang Barat, Siak Regency, the method of determining respondents by census on 31 farmers, 2 collectors and 3 retailers. The data analysis used was descriptive qualitative and quantitative analysis. This research was conducted from February 2020 to August 2020. The results showed that the age characteristics of guava farmers were 44.06 years and the average traders were 44.40 years. The average farmer's education is 10.29 years, and the traders are 11.40 years on average. The number of family responsibilities of guava farmer is 4 people and traders are 3 people. The average farming experience is 8.26 years and traders 10.20 years, the business profile is divided into 3, namely: form of business, source of capital, and labor. There are three channels and marketing agencies for guava in Perawang Barat Village, namely: Channel I: farmers → Consumers: Channel II: Farmers → Retailers → Consumers: and Channel III: Farmers → Collectors Traders → Retailers → Consumers. The marketing function that is carried out is the exchange function including: sales and purchases, the physical function includes: storage and transportation, and the function of the facility includes: standardization, risk bearing, capital and market information. Channel I: no marketing costs, no marketing margins, a profit of Rp. 10,000, without efficiency, farmer's share is 100%, channel II: fee of Rp. 291 / kg, marketing margin of Rp. 3000 / kg, profit of Rp. 2.709 / Kg, efficiency of Rp. 2.42%, farmer's share is 75%, channel III: costs Rp. 42 / Kg, a marketing margin of Rp. 5,000 profit of Rp. 4,958, efficiency of Rp. 9.01%, farmer's share of 57%. Of the three marketing channels, channel I and II are more efficient than channel III so that farmers can maximize sales in channels I and II in order to achieve a more efficient marketing system. The result of the market structure in the village of West Perawang using the market share formula is 64.41 tonnes / month, meaning that the results of the structure of the farmers market in the village of West Perawang produce guava for 64.41 tonnes / month. The market structure is divided into 3, namely the farmer level, the trader collector level, the retailer level which leads to a pure oligopoly market