Analisis Pemasaran Pada Usaha Mikro Kecil Menengah Kerajinan Kaligrafi Kulit Kambing di Kecamatan Sukoharjo Kabupaten Sukoharjo

Abstract

<p>This research aimed to find out the marketing channel pattern, price, marketing cost,<br />marketing margin, profit and marketing efficiency of goat calligraphy handicraft marketing in<br />Sukoharjo Sub District of Sukoharjo Regency. The sample used is 30 goat leather calligraphy<br />handicraft producers, 3 intermediaries and 6 retailers. This study was conducted using survey; the<br />methods of analyzing data used were cost analysis, margin, profit, and marketing efficiency analyses.<br />The result of research showed that there were 3 marketing channels for goat leather calligraphy<br />handicraft: First Channel: Producer to Consumer, Second Channel: Producer to Retailer to<br />Consumer, and Third Channel: Producer to Intermediary to Retailer to Consumer. The highest<br />marketing cost in the third channel was IDR 921.00 and the lowest one was IDR 0.00. The highest<br />marketing margin occurred in the third channel of IDR 10,000.00 and the lowest one in the first<br />channel of IDR 0.00. The highest marketing profit occurred in the third channel of IDR 9,079.00,<br />while the lowest one was IDR 0,00 occurring in the first channel. The Highest marketing efficiency<br />occurred in the first channel was 100%, followed by second channel 89%, third channel 73%. The<br />three marketing channels had been efficient because the efficiency value obtained was >50%. The<br />most efficient marketing was the first channel but the most widely used by producer was the third<br />channel.</p>