THE ANALYSIS OF EFFICIENCY AND FACTORS INFLUENCE THE OPTION OF INSTITUTIONAL MARKETING PINEAPPLE IN KAMPAR DISTRICT
Roza Yulida, Jum’atri Yusri and Novia Dewi
Agribusiness Department, Riau University
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ABSTRACT
Pineapple is one of excellent commodity in Kampar district, with area is 1450 hectares, production 12,750 tons from 16.53 million pineapple trees. The purpose of study to determine the efficiency of marketing of pineapple and the factors will be affecting the farmer’s chance in selecting the institutional of marketing. 35 farmers are the respondent in this study. Logit model applied to determine the efficiency of the marketing of pineapple and simple linear regression model was used to determine the factors that affect the chances of farmers in selecting the institutional of marketing. The result showed (1) The Marketing of pineapple is not efficient yet, the rate of price changes at the farm level is smaller than the rate of change of the price at the merchant level. (2) The factor of pineapple price, production, education, income, and market information have positive influenced to the farmer’s opportunity to choose the institutional of marketing pineapple. The implications of the research shows (1) the strength of oligopsony, so the rising price is only enjoyed by traders. (2) If the price, production, income and market information are higher, the chances of farmers in selecting the institutional of marketing of pineapples will be better too.
Keyword: efficiency, institutional marketing, pineapple