POLA DISTRIBUSI PEMASARAN CABAI ( STUDI KASUS DI TIGA KECAMATAN KABUPATEN SEMARANG ) DISTRIBUTION PATTERNS OF CHILI MARKETING ( CASE STUDY IN THREE SUBDISTRICT SEMARANG DISTRICT )
Oleh : TAUFIQ KURNIAWAN (522008023)
SKRIPSI Diajukan kepada Program Studi Agribisnis Fakultas Pertanian dan Bisnis guna memenuhi sebagian dari persyaratan untuk mencapai gelar Sarjana Pertanian
PROGRAM STUDI AGRIBISNIS
FAKULTAS PERTANIAN DAN BISNIS UNIVERSITAS KRISTEN SATYA WACANA SALATIGA 2012 i
ABSTRAK Nama
: Taufiq Kurniawan
Pembimbing : Dr. Ir. Rukmadi Warsito, M.S. dan Maria, S.P, M.P. POLA DISTRIBUSI PEMASARAN CABAI ( STUDI KASUS DI TIGA KECAMATAN KABUPATEN SEMARANG ) DISTRIBUTION PATTERNS OF CHILI MARKETING ( CASE STUDY IN THREE SUBDISTRICT SEMARANG DISTRICT ) Skripsi, 2012, 25 Halaman Kata kunci : pemasaran, pola distribusi dan distribusi fisik Penelitian ini bertujuan untuk mengetahui pola distribusi pemasaran Cabai dan aktifitas distribusi fisik pada masing-masing pola distribusi pemasaran Cabai. Metode penelitian ini adalah deskriptif kualitatif. Pemilihan lokasi dilakukan secara sengaja (purposive sampling) dengan dasar bahwa ketiga kecamatan yang dipilih memiliki karakter saluran distribusi yang beragam. Penelitian dilaksanakan pada tanggal 23 November 2011 sampai 23 Desember 2011. Hasil penelitian menunjukan bahwa pola distribusi pemasaran Cabai di kabupaten Semarang terdapat 3 macam saluran pemasaran, yaitu pola distribusi panjang (Petani Pedagang pengumpul Pedagang grosir Pengecer Konsumen), pola distribusi menengah (Petani Pedagang grosir Pengecer Konsumen) dan pola distribusi pendek (Petani Pengecer Konsumen; Petani Konsumen). Penanganan pasca panen pada kegiatan sortasi terdapat kesamaan antara pola panjang dan menengah (lebih memperhatikan mutu dan kualitas) sedangkan untuk pengemasan Cabai, pola panjang lebih diperhatikan sesuai kebutuhan pelanggan. Dalam penelitian ini menunjukkan bahwa dalam sarana transportasi dilakukan dengan menggunakan mobil dan motor (sesuai dengan jumlah Cabai yang akan di salurkan). Disetujui Oleh
Pembimbing I
Pembimbing II
Dr. Ir. Rukmadi Warsito, M.S
Maria, S.P, M.P. iii
ABSTRAK Nama
: Taufiq Kurniawan
Pembimbing : Dr. Ir. Rukmadi Warsito, M.S. dan Maria, S.P, M.P. POLA DISTRIBUSI PEMASARAN CABAI ( STUDI KASUS DI TIGA KECAMATAN KABUPATEN SEMARANG ) DISTRIBUTION PATTERNS OF CHILI MARKETING ( CASE STUDY IN THREE SUBDISTRICT SEMARANG DISTRICT ) Thesis, 2012, 25 Pages Key words: marketing, distribution patterns and physical distribution This study aims to know the patterns of distribution and marketing of Chili physical distribution activities in their respective marketing distribution pattern of Chili. Methods of qualitative research is descriptive. Site selection is done on purpose (purposive sampling) on the grounds that the three selected districts has a diverse character of the distribution channel. The experiment was conducted on November 23, 2011 to December 23, 2011. The results showed that the pattern of distribution of marketing Chili in Semarang district, there are 3 kinds of marketing channels, the distribution pattern length (Farmers Trader collector Wholesaler Retailer Consumer), intermediate distribution pattern (Farmer Wholesaler Retailer Consumer) and pattern short distribution (Farmer Retailer Consumers; Farmer Consumer). Post-harvest handling the sorting activities there are similarities between the pattern of long-and medium-sized (more attention to quality and quality) while for packaging chili, long pattern more attention to customers' needs. In this study show that the transportation is done by using cars and motorcycles (according to the amount of chili that will be distributed). Approved by Adviser I
Adviser II
Dr. Ir. Rukmadi Warsito, M.S
Maria, S.P, M.P.
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DAFTAR ISI Hal LEMBAR JUDUL...............................................................................................................
i
LEMBAR PENGESAHAN.................................................................................................
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ABSTRAK...........................................................................................................................
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ABSTRACT.........................................................................................................................
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LEMBAR PERNYATAAN KEASLIAN............................................................................
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LEMBAR PERNYATAAN BEBAS ROYALTY. .............................................................
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DAFTAR ISI........................................................................................................................
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DAFTAR TABEL................................................................................................................
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DAFTAR GAMBAR...........................................................................................................
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BAB 1 PENDAHULUAN...................................................................................................
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1.1 Latar Belakang...............................................................................................................
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1.2 Tujuan............................................................................................................................
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1.3 Signifikansi....................................................................................................................
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1.4 Batasan Masalah.............................................................................................................
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BAB 2 TELAAH TEORI.....................................................................................................
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2.1 Kajian Teoritis................................................................................................................
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2.1.1 Pola Distribusi Pemasaran Cabai................................................................................
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2.1.2 Aktifitas Distribusi Fisik Bagian Dari Pola Distribusi Pemasaran Cabai……….......
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2.2 Definisi Dan Variabel Pengukuran................................................................................
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BAB 3 METODE PENELITIAN.........................................................................................
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3.1 Tempat dan Waktu Penelitian........................................................................................
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3.2 Metode Penelitian...........................................................................................................
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3.3 Jenis Pengumpulan Data................................................................................................
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3.4 Teknik Pengambilan Sampel..........................................................................................
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3.4.1 Unit Analisis................................................................................................................
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3.4.2 Satuan Analisis............................................................................................................
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3.5 Alat Analisis Data..........................................................................................................
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3.6 Metode Pengujian Keabsahan Data................................................................................
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BAB. 4 HASIL DAN PEMBAHASAN...............................................................................
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4.1 Gambaran Umum Wilayah Penelitian............................................................................
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4.2 Gambaran Umum Partisipan dan Key Informant...........................................................
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4.2.1 Partisipan.....................................................................................................................
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4.2.2 Key Informant..............................................................................................................
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4.3 Pola Distribusi Pemasarn Cabai.....................................................................................
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4.3.1 Pola Distribusi Panjang……………………………………………………………...
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4.3.2 Pola Distribusi Menengah…………………………………………………………...
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4.3.3 Pola Distribusi Pendek………………………………………………………………
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4.4 Aktifitas Distribusi Fisik Bagian Dari Pola Distribusi pemasaran Cabai......................
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4.4.1 Penanganan Pasca Panen ...........................................................................................
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4.4.2 Sarana Transportasi……………………………………...………………………......
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BAB 5 KESIMPULAN DAN SARAN…………………………………………………...
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UCAPAN TERIMA KASIH................................................................................................
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DAFTAR PUSTAKA..........................................................................................................
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LAMPIRAN.........................................................................................................................
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DAFTAR TABEL Tabel
Hal
4.1
Gambaran Umum Kecamatan Ambarawa, Bandungan dan Sumowono.............
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4.2
Gambaran Umum Partisipan…………………………........................................
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4.3
Gambaran Umum Key Informant........................................................................
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4.4
Kegiatan penanganan pasca panen pemasaran Cabai……………...…………...
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4.5
Penggunaan Sarana transportasi………………………………………………...
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DAFTAR GAMBAR Gambar
Hal
2.1
Mata Rantai Pemasaran Produk Pertanian......................................................
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4.1
Gambar Pola Distribusi Pemasaran Cabai.……………………………….....
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4.2
Gambar Pola Distribusi Panjang…………………………………………….
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4.3
Gambar Pola Distribusi Menengah………………………………………….
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4.4
Gambar Pola Distribusi Pendek……………………………………………..
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4.5
Kriteria Panen, Penilaian Tingkat Kematangan Secara Visual……………...
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4.6
Sortasi.............................................................................................................
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4.7
Jenis Kemasan……………………………………………………………….
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4.8
Alat Transportasi (pengangkutan)…………………………………………..
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