MARKETING EFFICIENCY OF CABBAGE IN SEMARANG REGENCY USING ONLINE AND OFFLINE PLATFORM

Abstract

This research aims to identify (1)the online and offline marketing channels of cabbage (2) thefarmer's share and marketing margins in each online and offline marketing channel in Semarang Regency, (3)the factors that affect the online and offline marketing margins of cabbage in Semarang Regency, (4)the efficiency level of online and offline marketing channelsof cabbage in Semarang Regency. The location and farmer’s group of this research is determined by purposive sampling method. Farmer sampling is carried out using a simple random sampling technique involving 30 farmers from Batur Village. Sampling of traders chosen by the snowball sampling method involves 11 traders from Semarang Regency and DIYProvinces. The marketing channel is identified by using descriptive analysis. Marketing margins, farmer's share, and marketing efficiency are determined by quantitative analysis andfactors that affect marketing margin are analized by multiple linear regression analysis. The results show that there are 3 marketing channels of Semarang Regency’s cabbage. The value of online and offline marketing farmer's share are 28,67% and 22,72%. The value of online and offline marketing margin are Rp 9.950,00 and Rp 1.932,00. The number of marketing institutions and the distance between farmers and the least marketing institution are factors that increase marketing margin. The value of online and offline marketing efficiency is 14,76%and 23,29%.