ANALYSIS OF MARKET STRUCTURE AND MARKETING CHANNEL OF ROBUSTA COFFEE IN PAGAL VILLAGE, MANGGARAI REGENCY

Abstract

Robusta coffee is the most widely cultivated plantation commodity in Kabupaten Manggarai, especially in Pagal Village. However, farmers in Pagal Village are faced with inefficient marketing. The objectives of this study are (1) to determine the market structure of robusta coffee in Pagal Village, Manggarai Regency (2) to determine the marketing efficiency of robusta coffee in Pagal Village, Manggarai Regency. The determination of the research location was purposive. Sample determination using simple random sampling method with the number of samples using the slovin formula so that 47 respondents were obtained. Market structure used CR4 and IHH analysis while marketing efficiency was analyzed through marketing channels, farmer's share, and marketing efficiency. The results of the analysis show that the robusta coffee market structure in Pagal Village, Manggarai Regency at the farm level is a perfectly competitive market with a low level of concentration, at the retailer trader level is a medium concentrated oligopoly market, while at the wholesaler and collector trader level is a highly concentrated monopoly market type. Robusta coffee marketing in Pagal Village goes through three (3) channels, namely marketing channel I: Farmers - Retailers - Consumers, marketing channel II: Farmers - Wholesalers - Retailers - Consumers, and marketing channel III: Farmers - Collecting Traders - Wholesalers - Retailers - Consumers. The value of farmer share in channels I, II, and III is 86.18%, 81.29%, and 71.93%, respectively. While the value of marketing efficiency in channel I is 2.37%, channel II is 1.70%, and channel III is 2.22%. This indicates that based on the value of farmer's share and marketing efficiency, the three marketing channels are in the efficient category.