ANALISIS PEMASARAN KOMODITAS CABAI MERAH DI DESA SIDODADI RAMUNIA KECAMATAN BERINGIN KABUPATEN DELI SERDANG

Abstract

Red chili is a horticultural crop that has high economic value. In general, red chilies are used as a kitchen spice, herbal medicine, cosmetics, coloring agent and as an industrial ingredient. Red chilies are one of the centers in Sidodadi Ramunia Village, Beringin District, Deli Serdang Regency, where the red chili commodity is widely grown in this lowland area. If demand for red chili commodities increases, it will make red chili commodities one of the basic needs of society. Good and appropriate cultivation techniques are very necessary to obtain high quality production results. Red chili production will increase if red chili producers (farmers) have the skills to cultivate red chilies. This aims to analyze marketing channels, marketing margins and marketing efficiency of red chilies.The research method used is a quantitative approach and analytical descriptive methods. Sampling was carried out using the Slovin formula for farmer samples, while marketing institutions used the Snowball Sampling method. The results of this research show that in Sidodadi Ramunia village there are 2 marketing channels for red chilies, then the total marketing margin in channel I at the retailer level is IDR. 9,000/Kg and the total marketing margin in channel II is IDR 13,000/Kg at the collector and retailer level. The marketing efficiency of red chilies is classified as an efficient marketing channel because both channels have an efficiency value of <50%. However, the more efficient marketing channel is found in the second red chili marketing channel.