Analisis Pemasaran Garam Kusamba di Kecamatan Dawan Kabupaten Klungkung

This research was carried out in Kusamba Village, Dawan District, Klungkung Regency. This study aims to find out to identify the salt kusambamarketing channel with the structure, conduct, performance (SCP) approach and analyze the marketing efficiency of kusamba salt. The data collected was analyzed with qualitative and quantitative methods. Qualitative methods are used to analyze marketing channels, structure, and market behavior, while quantitative methods are used to analyze market performance. Based on the results of the study, it can be concluded that the salt marketing process is through 4 (four) marketing channels. The market structure that occurs in the marketing of kusamba salt is oligopsonia. Market conduct occurs when the practice of pricing is still dominated by intermediary traders. Market performance shows that the highest total marketing margin is found in marketing channel 3 and the highest farmer share is found in marketing channels 1. The analysis of salt marketing efficiency based on farmer 's share states that the marketing channel 1 is the most efficient and based on the total marketing costs of marketing channel 3 is the most efficient because the value of Marketing Efficiency (EP) is 44,44% or ? 50%.Keywords: Kusamba sea salt, structure, conduct, performance, and marketing efficiencyABSTRAKPenelitian ini dilaksanakan di Desa Kusamba, Kecamatan Dawan, Kabupaten Klungkung. Penelitian ini bertujuan untuk megetahui untuk mengidentifikasi saluran pemasaran garam kusamba dengan pendekatan structure, conduct, performance (SCP) dan menganalisis efisiensi pemasaran garam kusamba. Data yang dikumpulkan dianalisis dengan metode kualitatif dan kuantitatif. Metode kualitatif digunakan untuk menganalisis saluran pemasaran, struktur, dan perilaku pasar, sedangkan metode kuantitatif digunakan untuk menganalisis kinerja pasar. Berdasarkan hasil penelitian, dapat disimpulkan bahwa proses pemasaran garam melalui 4 (empat) saluran pemasaran. Struktur pasar yang terjadi pada pemasaran garam kusamba adalah oligopsoni. Perilaku pasar terjadi praktek dalam penentuan harga masih didominasi oleh pedagang perantara. Kinerja pasar menunjukkan bahwa total marjin pemasaran tertinggi terdapat pada saluran pemasaran 3 dan farmer sharetertinggi terdapat pada saluran pemasaran 1. Analisis efisiensi pemasaran garam berdasarkan farmer’s sharemenyatakan bahwa saluran pemasaran 1 paling efisien dan berdasarkan total biaya pemasaran saluran pemasaran 3 dikatakan paling efisien karena nilai Efisiensi Pemasaran (EP) sebesar 43,25% atau ? 50%.Kata kunci: garam kusamba, struktur, perilaku, kinerja, dan efisiensi pemasaran*Korespondensi Penulis:Email: satriawan@unud.ac.id