ANALISIS PEMASARAN USAHA GULA PENGRAJIN GULA SEMUT DI KELOMPOK TANI BRAYO MAKMUR DESA JINTUNG KECAMATAN AYAH, KABUPATEN KEBUMEN

Abstract

Palm sugar is a high-value granular product processed from coconut sap (Cocos nucifera L.) sought after by consumers due to its chemical-free production and richer nutritional profile compared to refined cane sugar. This study aimed to determine: (1) the marketing channel structures used, (2) the marketing margin at each marketing institution, (3) the farmer's share received by artisans, and (4) the marketing efficiency level of palm sugar. Conducted in Jintung Village using a purposive sampling method, data were collected through direct interviews using questionnaires with 30 producer/artisan respondents, alongside intermediary institutions comprising 2 collectors, 1 retailer, 1 wholesaler, and 5 final consumers. The results indicate three distinct marketing channels utilized by the Brayo Makmur Farmer Group: Channel I (Producer → Consumer), Channel II (Producer → Retailer → Consumer), and Channel III (Producer → Collector → Wholesaler → Consumer [Domestic and International]). The lowest marketing margin was found in Channel I at Rp0.00/kg. In Channel II, marketing margins varied between Rp9,000.00/kg and Rp12,000.00/kg, while Channel III recorded a domestic marketing margin of Rp4,000.00/kg and reached the highest margin in the international market (United States and Europe) at Rp61.000,00/kg due to high overseas selling prices. All three marketing channels are categorized as efficient because their marketing efficiency values are less than one (). Channel I is considered the most efficient for local consumers due to the absence of a price spread, whereas Channel III offers large market absorption capacity and better logistics cost efficiency through a group partnership system.