Analisis Rantai Pasok dan Efisiensi Pemasaran Wortel Sebelum dan Saat Covid-19 UD. Gizi Wortel di Dusun Jimbaran, Kabupaten Semarang

Abstract

Wortel banyak dibudidayakan petani di Kecamatan Bandungan, Kabupaten Semarang. Tujuan penelitian untuk menganalisis rantai pasok dan efisiensi pemasaran wortel sebelum dan saat pandemi Covid-19, mengambil kasus pemasaran wortel jenis Berastagi dari UD. Gizi Wortel di Dusun Jimbaran, Kabupaten Semarang. Penelitian menggunakan pendekatan kuantitatif dan kualitatif, dengan menerapkan teknik wawancara mendalam kepada 5 responden yakni pemilik UD. Gizi Wortel, petani wortel Berastagi, pedagang pasar tradisional, konsumen pasar tradisional, dan pasar modern. Teknik analisis rantai pasok meliputi identifikasi aliran produk, informasi, dan uang. sedangkan teknik analisis efisiensi pemasaran menggunakan Farmer’s share, margin pemasaran, dan efisiensi pemasaran. Hasil penelitian menunjukkan bahwa terjadi perbedaan rantai pasok antara sebelum dengan saat adanya pandemi Covid-19, aliran produk sebelum pandemi Covid-19 UD. Gizi Wortel mengambil produknya dari petani dan lahan sendiri, dan wortel didistribusikan ke pasar tradisional, modern, dan ekspor, namun saat pandemi Covid-19 UD. Gizi Wortel hanya mengambil dari petani saja, dan didistribusikan ke pedagang pasar tradisional tidak memasarkan ke pasar modern ataupun ekspor. Aliran Informasi sebelum dan saat pandemi Covid-19 di tiap lembaga pemasaran berupa harga kualitas dan jumlah. Aliran uang sebelum dan saat pandemi Covid-19 berbeda yakni harga wortel di saat pandemi Covid-19 semakin meningkat. Nilai farmer share di saat pandemi Covid-19 meningkat dibandingkan sebelum pandemi Covid-19, sedangkan nilai marjin pemasaran relatif sama di masa sebelum dengan saat pandemi Covid-19. Nilai efisiensi pemasaran masa sebelum pandemi Covid-19 pada lembaga pemasaran pasar tradisonal sebesar 8,94%; dan pasar modern 8,0%; dan saat adanya pandemi Covid-19 pasar tradisional 7,60%, dan hasil tersebut berada pada persentase 0-50% yang artinya pemasaran wortel adalah efisien.

Carrots are widely cultivated by farmers in Bandungan District, Semarang Regency. The aim of the study was to analyze the supply chain and marketing efficiency of carrots before and during the Covid-19 pandemic, taking the case of marketing the Berastagi carrot from UD. Carrot Nutrition in Jimbaran Hamlet, Semarang Regency. The research uses both quantitative and qualitative approaches, by applying in-depth interview techniques to 5 respondents, namely the owner of UD. Carrot Nutrition, Berastagi carrot farmers, traditional market traders, traditional market consumers, and modern markets. Supply chain analysis techniques include identifying product, information, and money flows. while marketing efficiency analysis techniques use Farmer Share, marketing margins, and marketing efficiency. The results showed that there were differences in the supply chain between before and during the Covid-19 pandemic, product flow before the Covid-19 pandemic UD. Carrot Nutrition takes its products from farmers and their own land, and carrots are distributed to traditional, modern and export markets, but during the Covid-19 pandemic UD. Carrot nutrition is only taken from farmers, and distributed to traditional market traders, not marketed to modern markets or exports. Information flow before and during the Covid-19 pandemic at each marketing agency in the form of quality and quantity prices. The flow of money before and during the Covid-19 pandemic was different, namely the price of carrots during the Covid-19 pandemic was increasing. The farmer share value during the Covid-19 pandemic increased compared to before the Covid-19 pandemic, while the marketing margin value was relatively the same before the Covid-19 pandemic. The value of marketing efficiency before the Covid-19 pandemic at traditional market marketing institutions was 8.94%; and modern market 8.0%; and during the Covid-19 pandemic the traditional market was 7.60%, and the results were at a percentage of 0-50% which means that the marketing of carrots is efficient.