MARKETING EFFICIENCY ANALYSIS OF SIAM ORANGE (Citrus nobilis L.) IN BUKIT KERMAN DISTRICT KERINCI REGENCY

Akhram, Mhd. Fazly (2026) MARKETING EFFICIENCY ANALYSIS OF SIAM ORANGE (Citrus nobilis L.) IN BUKIT KERMAN DISTRICT KERINCI REGENCY. S1 thesis, Universitas Andalas.

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Abstract

This study aims to analyze the channels, margins, farmers' share, and marketing efficiency of Siam Orange in Bukit Kerman District, Kerinci Regency. This study used a descriptive qualitative and quantitative approach with trace-back sampling techniques, starting from retailers in the Tanjung Bajure market and progressing to producer farmers in Bukit Kerman District. The study identified three main marketing channels. Channel I recorded the highest farmer's share (61.54%) with the lowest margin (IDR. 5,000/kg). Technically, Channel II (Grade B) is the most efficient channel with a Marketing Efficiency Index (EP) of 4.26%. This high level of efficiency is due to a farm-gate price and by capital linkage between farmers and collectors. Although farmers' bargaining position tends to be low due to capital dependence, this system provides logistical efficiency because traders bear all transportation costs and depreciation risks. All channels are categorized as technically efficient (EP < 33%). Farmers are advised to be more proactive in monitoring price information at Tanjung Bajure Market and to consolidate harvest volumes to strengthen their bargaining position collectively.

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