MARKETING EFFICIENCY OF ARABICA PEOPLE’S COFFE IN KARO REGENCY

Abstract

Arabica coffee has a higher economic value than robusta coffee because arabica coffee has a higher price and taste than robusta coffee. One of the Arabica coffee producing areas in Karo Regency is Ndokum Siroga Village and Central Kuta, Simpang Empat District. This study aims to (1) determine the marketing channel (2) to determine the marketing function carried out by the Arabica coffee marketing agency, (3) to analyze the marketing margin of farmer share, (4) to analyze the level of efficiency in the villages of Ndokum Siroga and Central Kuta. The sampling method used was the positive sample method and the census method. The data analysis methods used are (1) descriptive method, and (2) marketing margin analysis, farmer share, and marketing efficiency. The results showed (1) Arabica coffee marketing channels consisted of three marketing channels, namely two from Ndokum Siroga Village and one from Central Kuta Village. The marketing institutions involved consist of farmers, village collectors, agents, agro-industry (small business partners), and exporters. (2) Marketing functions are almost entirely carried out by respective marketing agencies involved in marketing Arabica coffee. (3) Arabica coffee market performance of each of the criteria is good because the marketing margin is relatively small, (4) the marketing channel is categorized as efficiency.