Analysis Of Performance and Behavior of Shallot Market in Sabho Karya Alam Market Buton Regency

Abstract

This study aims to analyze the performance and market behavior of red onions at Sabho Karya Alam Market, Buton Regency. This research is important because the red onion market in this area faces challenges related to distribution, marketing costs, and efficiency, which impact the profits of market actors. Developing a more efficient and profitable marketing system is crucial to improving the competitiveness of local red onion products as well as the welfare of farmers and traders. The research method employed is a descriptive approach, with data collected through direct interviews with farmers, collecting traders, and retailers. The data obtained were qualitatively analyzed to describe distribution patterns, margins, costs, profits, and marketing efficiency. Additionally, marketing efficiency was measured by calculating the percentage of the price received by farmers relative to the price paid by consumers. The study's findings indicate that the marketing functions of red onions at Sabho Karya Alam Market involve three main entities: farmers, collecting traders, and retailers, who perform exchange, physical distribution, and intermediary functions with varying activities in each marketing channel pattern. Collecting traders are responsible for purchasing, selling, transporting, storing, and providing market information, while retailers are tasked with direct sales to consumers, packaging, and risk reduction. Shorter marketing channels tend to be more efficient and provide greater profits, whereas longer channels incur higher marketing costs but remain overall efficient, with efficiency levels above 50%. There are three marketing channel patterns for red onions. In Pattern 1, farmers sell directly to retailers, who then sell to consumers. In Pattern 2, farmers sell to collecting traders, who directly sell to consumers. In Pattern 3, farmers sell to collecting traders, who then sell to retailers before the product reaches consumers. These patterns influence the costs and profits received by each market actor. In terms of costs, margins, and marketing profits, the results show that marketing costs in Pattern 3 are higher compared to Patterns 1 and 2. In Patterns 1 and 2, traders earn a margin of Rp16,000 per kilogram and a profit of Rp13,100 per kilogram. Meanwhile, in Pattern 3, collecting traders earn a margin of Rp6,000 per kilogram and a profit of Rp3,500 per kilogram, while retailers earn a margin of Rp12,000 per kilogram and a profit of Rp8,600 per kilogram. From the perspective of marketing efficiency, Patterns 1 and 2 have an efficiency rate of 58%, while Pattern 3 achieves 70%. All marketing channel patterns can be considered efficient because the efficiency value exceeds 50%, indicating that most of the price paid by consumers is received by farmers and traders, creating a fairer and more efficient distribution system. Market behavior at Sabho Karya Alam Market shows that transactions are conducted on a cash basis, with no credit or advance payments. The selling price of red onions is determined by competition among traders, and there is an agreement between farmers and collecting traders regarding supply, although without formal provisions on volume or fixed prices. This demonstrates flexibility in marketing, where prices are influenced by market demand and competition.