<![CDATA[Mangga Gedong Gincu mempunyai prospek baik untuk dikembangkan karena mempunyai karakteristik yangsesuai dengan permintaan pasar, yaitu mempunyai kulit mangga berwarna merah, komponen serat pada daging buahcukup banyak dan mempunyai aroma sangat tajam. Penelitian ini dilaksanakan tahun 2006 di Kabupaten Cirebon,sebagai sentra produksi mangga di Jawa Barat. Tujuan penelitian, yaitu: (i) menggambarkan rantai tataniaga mangga(ii) mempelajari karakteristik pelaku lembaga pemasaran dan (iii) menganalisis margin tataniaga. Penelitianmenggunakan metoda survai. Dimana data primer dikumpulkan dari 50 petani yang diambil secara acak (RandomSampling) dan pelaku lembaga pemasaran dengan metode snowball sampling. Data sekunder diperoleh dari DinasPertanian, Badan Pusat Statistik dan Lembaga Penelitian. Hasil penelitian menginformasikan, bahwa buah GedongGincu dipasarkan dalam bentuk grade A/B dan grade C (non grade). Pemasaran grade A/B melalui dua saluran,yaitu, pertama: petani – pengumpul - pedagang besar – agen - toko/kios buah – konsumen dan kedua: petani –pengumpul – pedagang besar – agen – suplayer – supermarket – konsumen sedangkan grade C melalui satu saluran,yaitu saluran ketiga: petani – pengumpul – pedagang besar – pedagang pasar tradisional – konsumen. Marjinpemasaran saluran pertama Rp.10.920,-/kg, berasal dari pedagang besar (48,1%), toko/kios (35,4%), agen (14,2%)dan pengumpul (2,3%). Marjin pemasaran saluran kedua Rp.15.000,-/kg, berasal dari pedagang besar (34,9%),suplayer (26,6%), supermarket (26,6%), agen (10,2%) dan pengumpul (1,7%). Keuntungan pedagang besar lebihtinggi dibandingkan agen, yaitu masing-masing Rp.3.350,-/kg dan Rp.1.460,-/kg. Permasalahan pemasaran manggaGedong Gincu yaitu posisi petani seringkali lemah dalam penentuan harga jual, jumlah serta mutu produk yangdihasilkan tidak selalu sesuai permintaan pasar, petani bermodal lemah sering terperangkap ke pelepas uang (moneylender) dan ditemukan pungutan-pungutan liar dalam kegiatan transportasi pengiriman mangga ke agen di pasar-pasarinduk. Dalam hal ini, perlu peningkatan aksesibilitas petani terhadap informasi pasar termasuk permintaan, variasi hargamusiman dan trend harga dengan demikian mereka dapat menyesuaikan rencana penjualan mangga untuk mencapaipenjualan efisien dan menguntungkan.Kata kunci: mangga, analisis pemasaran, Jawa Barat ABSTRACTGedong Gincu have a good prospect to be developed because it has some characteristics as good as marketrequest, namely mango’s skin is red, mango contains a lot of fiber components and aroma of ripe mango is verysharply This study was conducted in 2006 and took place in Cirebon District, as centre of mango production of WestJava. The objectives of study were; (i) to describe the marketing channel, (ii) to learn the characteristics ofmarketing institution and (iii) to analyze marketing margin of mango. This research used method of survey applyingstructured questionnaires. Primary data were collected from 50 farmers selected by random sampling and somemarketing institutions using snowball method. Secondary data were collected from the Agriculture Office, the CentreAgency of Statistic and the Research Institutions. Results showed, that mango was marketed in the form of grade A/Band grade C (non grade). Grade A/B had two marketing channels, namely; (i) farmers – collector – wholesaler –agent – fruit shop – consumer and (ii) farmers – collector – wholesaler – agent – supplier – supermarket –consumer. While grade C had one channel, namely (iii) farmers – collector – wholesaler – nonstore retailer –consumer. The first channel got marketing margin of Rp.10,920,- coming from wholesaler (48.1%), fruit shop(35.4%), agent (14.2%) and collector (2.3%). The second channel got marketing margin of Rp.15,000,- comingfrom wholesaler (34.9%), supplier (26.6%), supermarket (26.6%), agent (10.2%) and collector (1.7%). Theproblems in marketing were the farmers have a low bargaining position in determining the mango’s price, theamount and quality of product did not always accord to market request, the farmers that have weak capital wereoften fallen on money lender and there were found the illegal charges in activity of transportation. Somerecommended efforts in farmer’s level, namely to increase the farmer’s knowledge and skill to produce mango’squality according to market request by low cost technology, to improve the farmer’s accessibility to marketinformation inclusive of request, variation of seasonal price and trend price thereby they can plan the mango sale toreach effective, efficient and profit sale.Key words: mang, marketing analysis, West Java]]>
