Kinerja Bauran Pemasaran Para Pengumpul Dalam Meningkatkan Daya Saing Dan Omzet Penjualan Mangga Gedong Gincu The Collector’s Marketing Mix Performance In Improving The Competitiveness And Turnover Of Gedong Gincu Mango Sales

Abstract

This study analyzes the Marketing Mix Performance of the collectors in increasing the competitiveness and sales turnover of Gedong Gincu mango. The formulation of the problem is how the performance of the collectors' marketing mix in increasing marketing competitiveness, and the sales turnover of the Gedong Gincu mango and the distribution of the Gedong Gincu mango marketing margin. This research uses descriptive survey methods (descriptive survey method) and explanatory (explanatory research). By using data analysis used is Structural Equation Modeling (SEM) in the AMOS 23 program and Marketing Margins. The high costs in the harvest and post-harvest phases have encouraged farmers to sell in bulk or slash to collectors, resulting in overexploitation of mango trees. Efforts to bridge these two problems are pursued by marketing cooperation and coaching carried out between farmers through farmer groups, PT Indofresh and the Department of Agriculture of Majalengka Regency. In general, the concept and direction of cooperation can be used as a program to accommodate the problems faced by farmers so far, so that technically this pattern can be developed in other mango commodities. Marketing mix performance on sales turnover. This shows that the willingness of collectors to implement the performance of the marketing mix will have an impact on the ability of collectors to compete with other collectors to export. The results of this research are marketing the gedong gincu mango in Panyingkiran District with the second channel with a total cost of Rp. 1,527,087 and a profit of Rp. 12,000 per kg, and resulting in a total margin of Rp. 1,515,087 from the second channel. Marketing of Gedong Gincu mango with the fourth channel. Total cost Rp. 4,656,562 with a profit of Rp. 123,750 per kg, resulting in a total margin of Rp. 4,532,812