ANALISIS SISTEM PEMASARAN IKAN PATIN ASAP (Pangasius Sutchi) DI SENTRA PENGOLAHAN PASCA PANEN DESA KOTO MESJID KECAMATAN XIII KOTO KAMPAR KABUPATEN KAMPAR PROVINSI RIAU

Abstract

The research was conducted at 8th – 16th January 2013 in processing center time after harvest Koto Mesjid village and in some market, the marketing purpose is Kuok market, Air Tiris market and Pekanbaru city. The purpose of the research was to know marketing path, market share (distribution of prices), marketing system and marketing efficiency. Respondent in this research was smoke catfish stake holder, sales and consumer with respondent totally 21 respondent people. This research used survey method. The survey results revealed that there are three chain marketing direct marketing chains (A Zero Level Chanel), the level of the marketing chain (A One Level Chanel), two levels of the marketing chain (A Two Level Chanel), the smoke catfish marketing focus on 3 area was Kuok market, Air Tiris market, and Pekanbaru. Market share value was gotten in marketing area Kuok market was 76,92 - 80,88 %, Air Tiris market 77,27 – 81,97 %, and Pekanbaru area 80,88 % - 82,86 %. The marketing margin value was gotten to marketing area Kuok market was 17,65 % - 23,81%, Air Tiris market 18,84% - 21,21%, and Pekanbaru 14, 29%-19,12%. Benefits received by distributor was Rp. 3.636.640 – Rp. 9.098.670/month, and retailer Rp. 1.213.400 – Rp. 1.680.000/month. Efficiency value for distributor was 0,71% - 10,18% and retailer 1,55% - 3,07%.