i

POLA DISTRIBUSI PEMASARAN CABAI

( STUDI KASUS DI TIGA KECAMATAN KABUPATEN SEMARANG )

DISTRIBUTION PATTERNS OF CHILI MARKETING

( CASE STUDY IN THREE SUBDISTRICT SEMARANG DISTRICT )

Oleh :

TAUFIQ KURNIAWAN

(522008023)

SKRIPSI

Diajukan kepada Program Studi Agribisnis Fakultas Pertanian dan Bisnis guna

memenuhi sebagian dari persyaratan untuk mencapai gelar Sarjana Pertanian

PROGRAM STUDI AGRIBISNIS

FAKULTAS PERTANIAN DAN BISNIS

UNIVERSITAS KRISTEN SATYA WACANA

SALATIGA

2012

iii

ABSTRAK

Nama : Taufiq Kurniawan

Pembimbing : Dr. Ir. Rukmadi Warsito, M.S. dan Maria, S.P, M.P.

POLA DISTRIBUSI PEMASARAN CABAI

( STUDI KASUS DI TIGA KECAMATAN KABUPATEN SEMARANG )

DISTRIBUTION PATTERNS OF CHILI MARKETING

( CASE STUDY IN THREE SUBDISTRICT SEMARANG DISTRICT )

Skripsi, 2012, 25 Halaman

Kata kunci : pemasaran, pola distribusi dan distribusi fisik

Penelitian ini bertujuan untuk mengetahui pola distribusi pemasaran Cabai dan aktifitas

distribusi fisik pada masing-masing pola distribusi pemasaran Cabai. Metode penelitian ini

adalah deskriptif kualitatif. Pemilihan lokasi dilakukan secara sengaja (purposive sampling)

dengan dasar bahwa ketiga kecamatan yang dipilih memiliki karakter saluran distribusi yang

beragam. Penelitian dilaksanakan pada tanggal 23 November 2011 sampai 23 Desember 2011.

Hasil penelitian menunjukan bahwa pola distribusi pemasaran Cabai di kabupaten Semarang

terdapat 3 macam saluran pemasaran, yaitu pola distribusi panjang (Petani Pedagang

pengumpul Pedagang grosir Pengecer Konsumen), pola distribusi menengah (Petani

Pedagang grosir Pengecer Konsumen) dan pola distribusi pendek (Petani Pengecer

Konsumen; Petani Konsumen). Penanganan pasca panen pada kegiatan sortasi terdapat

kesamaan antara pola panjang dan menengah (lebih memperhatikan mutu dan kualitas)

sedangkan untuk pengemasan Cabai, pola panjang lebih diperhatikan sesuai kebutuhan

pelanggan. Dalam penelitian ini menunjukkan bahwa dalam sarana transportasi dilakukan

dengan menggunakan mobil dan motor (sesuai dengan jumlah Cabai yang akan di salurkan).

Disetujui Oleh

Pembimbing I

Dr. Ir. Rukmadi Warsito, M.S

Pembimbing II

Maria, S.P, M.P.

iv

ABSTRAK

Nama : Taufiq Kurniawan

Pembimbing : Dr. Ir. Rukmadi Warsito, M.S. dan Maria, S.P, M.P.

POLA DISTRIBUSI PEMASARAN CABAI

( STUDI KASUS DI TIGA KECAMATAN KABUPATEN SEMARANG )

DISTRIBUTION PATTERNS OF CHILI MARKETING

( CASE STUDY IN THREE SUBDISTRICT SEMARANG DISTRICT )

Thesis, 2012, 25 Pages

Key words: marketing, distribution patterns and physical distribution

This study aims to know the patterns of distribution and marketing of Chili physical

distribution activities in their respective marketing distribution pattern of Chili. Methods of

qualitative research is descriptive. Site selection is done on purpose (purposive sampling) on the

grounds that the three selected districts has a diverse character of the distribution channel. The

experiment was conducted on November 23, 2011 to December 23, 2011. The results showed

that the pattern of distribution of marketing Chili in Semarang district, there are 3 kinds of

marketing channels, the distribution pattern length (Farmers Trader collector Wholesaler

Retailer Consumer), intermediate distribution pattern (Farmer Wholesaler Retailer

Consumer) and pattern short distribution (Farmer Retailer Consumers; Farmer

Consumer). Post-harvest handling the sorting activities there are similarities between the pattern

of long-and medium-sized (more attention to quality and quality) while for packaging chili, long

pattern more attention to customers' needs. In this study show that the transportation is done by

using cars and motorcycles (according to the amount of chili that will be distributed).

Approved by

Adviser I

Dr. Ir. Rukmadi Warsito, M.S

Adviser II

Maria, S.P, M.P.

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DAFTAR ISI

Hal

LEMBAR JUDUL............................................................................................................... i

LEMBAR PENGESAHAN................................................................................................. ii

ABSTRAK........................................................................................................................... iii

ABSTRACT......................................................................................................................... iv

LEMBAR PERNYATAAN KEASLIAN............................................................................ v

LEMBAR PERNYATAAN BEBAS ROYALTY. ............................................................. vi

DAFTAR ISI........................................................................................................................ vii

DAFTAR TABEL................................................................................................................ ix

DAFTAR GAMBAR........................................................................................................... x

BAB 1 PENDAHULUAN................................................................................................... 1

1.1 Latar Belakang............................................................................................................... 1

1.2 Tujuan............................................................................................................................ 2

1.3 Signifikansi.................................................................................................................... 2

1.4 Batasan Masalah............................................................................................................. 3

BAB 2 TELAAH TEORI..................................................................................................... 4

2.1 Kajian Teoritis................................................................................................................ 4

2.1.1 Pola Distribusi Pemasaran Cabai................................................................................ 4

2.1.2 Aktifitas Distribusi Fisik Bagian Dari Pola Distribusi Pemasaran Cabai………....... 7

2.2 Definisi Dan Variabel Pengukuran................................................................................ 8

BAB 3 METODE PENELITIAN......................................................................................... 10

3.1 Tempat dan Waktu Penelitian........................................................................................ 10

viii

3.2 Metode Penelitian........................................................................................................... 10

3.3 Jenis Pengumpulan Data................................................................................................ 10

3.4 Teknik Pengambilan Sampel.......................................................................................... 11

3.4.1 Unit Analisis................................................................................................................ 11

3.4.2 Satuan Analisis............................................................................................................ 11

3.5 Alat Analisis Data.......................................................................................................... 11

3.6 Metode Pengujian Keabsahan Data................................................................................ 11

BAB. 4 HASIL DAN PEMBAHASAN............................................................................... 12

4.1 Gambaran Umum Wilayah Penelitian............................................................................ 12

4.2 Gambaran Umum Partisipan dan Key Informant........................................................... 12

4.2.1 Partisipan..................................................................................................................... 12

4.2.2 Key Informant.............................................................................................................. 14

4.3 Pola Distribusi Pemasarn Cabai..................................................................................... 14

4.3.1 Pola Distribusi Panjang……………………………………………………………... 15

4.3.2 Pola Distribusi Menengah…………………………………………………………... 17

4.3.3 Pola Distribusi Pendek……………………………………………………………… 18

4.4 Aktifitas Distribusi Fisik Bagian Dari Pola Distribusi pemasaran Cabai...................... 20

4.4.1 Penanganan Pasca Panen ........................................................................................... 20

4.4.2 Sarana Transportasi……………………………………...………………………...... 21

BAB 5 KESIMPULAN DAN SARAN…………………………………………………... 23

UCAPAN TERIMA KASIH................................................................................................ 24

DAFTAR PUSTAKA.......................................................................................................... 25

LAMPIRAN......................................................................................................................... 27

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DAFTAR TABEL

Tabel Hal

4.1 Gambaran Umum Kecamatan Ambarawa, Bandungan dan Sumowono............. 12

4.2 Gambaran Umum Partisipan…………………………........................................ 13

4.3 Gambaran Umum Key Informant........................................................................ 14

4.4 Kegiatan penanganan pasca panen pemasaran Cabai……………...…………... 21

4.5 Penggunaan Sarana transportasi………………………………………………... 22

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DAFTAR GAMBAR

Gambar Hal

2.1 Mata Rantai Pemasaran Produk Pertanian...................................................... 6

4.1 Gambar Pola Distribusi Pemasaran Cabai.………………………………..... 14

4.2 Gambar Pola Distribusi Panjang……………………………………………. 15

4.3 Gambar Pola Distribusi Menengah…………………………………………. 17

4.4 Gambar Pola Distribusi Pendek…………………………………………….. 19

4.5 Kriteria Panen, Penilaian Tingkat Kematangan Secara Visual……………... 20

4.6 Sortasi............................................................................................................. 20

4.7 Jenis Kemasan………………………………………………………………. 21

4.8 Alat Transportasi (pengangkutan)………………………………………….. 21