ANALISIS PEMASARAN JAMUR TIRAM PUTIH (PLEUROTUS OSTREATUS) DI KOTA PEKANBARU

Abstract

The purpose of this research are: (1) to analyze the marketing channels; and (2) to
analyze the marketing costs, margins, profit, marketing efficiency and farmer share.
The research method used survey method with 10 white oyster mushroom farmers,
2 brokers, and 31 retailers. The result showed that marketing functions undertaken
by institutions who involved in the marketing of white oyster mushroom include
farmers, brokers, and retailers such as exchange function, physical function, and
function facilities. Marketing channels of white oyster mushroom in Pekanbaru city
consists of three channels, where Channel I farmer selling white oyster mushroom to
consumer directly, Channel II farmer selling white oyster mushroom to retailer, and
then retailer selling mushroom to consumer, and Channel III farmer selling white
oyster mushroom to broker, then broker selling mushroom to retailer, and finally
retailer selling mushroom to consumer. Total marketing cost of Channel I Rp
533,00/kg, marketing margin Rp 0,00/kg, profit Rp 31.467,00/kg, marketing
efficiency 1,67% and bagian farmer share100,00 %. Total marketing cost of Channel
II Rp 2.929,00per kg, marketing margin Rp 12.368,00/kg, profit Rp 8.983,00/kg,
marketing efficiency 7,32% and bagian farmer share69,08%. Total marketing cost of
Channel III Rp 3.291,00/kg, marketing margin Rp 13.000,00/kg, profit Rp
9.709,00/kg, marketing efficiency 7,84% and bagian farmer share69,05%.