SOCIAL NETWORK ANALYSIS ON THE MARKETING ASPECT OF VEGETABLE COMMODITIES IN THE KATENZO FARMER GROUP

Abstract

Low of relations between farmers and the market causes the marketing of vegetable commodities to not run optimally. The relationship between various marketing agencies and farmers produces a social network. Based on this, the social network in the marketing aspect is the main capital for the development of farming. The objectives of this study were (1) to identify the characteristics of farmer members of the Katenzo Farmers Group, (2) to analyze the structure of the social network on the marketing aspects of vegetable commodities in the Katenzo Farmer Group, (3) to analyze the position of actors in social networks on the marketing aspects of vegetable commodities based on the degree of centralism. at the Katenzo Farmers Group. This study used a qualitative research design with a case study approach. Samples were taken using census techniques to all member farmers, amounting to 13 people. The analysis method used is Social Network Analysis (SNA). The results of this study indicate that all respondents are male farmers who are included in the category of young farmers who have an average high school education level and have business experience under 5 years. The network structure that is formed is a personal radius network structure (Radial Personal Network), with the central actor is the Head and Public Relations Division of the Katenzo Farmers Group.