Teak Wood Marketing Mix and It’s Contribution to Communities Around the Forest Area at Perum Perhutani KPH Tasikmalaya

Abstract

Perum Perhutani's revenue is dominated by the sale of teak and rosin. Sales of teak wood from Perum Perhutani KPH Tasikmalaya has been decreasing during the Covid-19 pandemic, due to some marketing constraints. The objectives of this study were: (1) to analyze the marketing efficiency of teak wood at Perum Perhutani KPH Tasikmalaya, (2) to analyze the marketing mix strategy of teak wood at Perum Perhutani KPH Tasikmalaya, and (3) to analyze the contribution of the utilization of teak by Perum Perhutani to the total household income of the community. around the forest in KPH Tasikmalaya. The marketing efficiency of teak wood is analyzed using three indicators, namely marketing margin, farmer's share, and the ratio of profit to the marketing cost. Marketing mix strategy analysis and contribution analysis were conducted by in-depth interviews with respondents and observation techniques. This study indicates that the marketing of teak wood is relatively efficient and profitable for producers because it has a large farmer's share value and K/B ratio (profits to marketing costs), namely 100% and 19.60, respectively. In addition, the marketing margin on the marketing of teak produces a very low value of IDR0. The implementation of the marketing mix strategy is well implemented by Perum Perhutani KPH Tasikmalaya. However, it is necessary to pay attention to the promotion aspect, namely the expansion of the marketing system through the internet, and the production aspect, namely the policy on teak wood product guarantees. The utilization of teak wood in Perum Perhutani KPH Tasikmalaya contributes to the total household income by 32%. The contribution of teak wood utilization in PHBM activities is only as additional income because overall the income from non-PHBM activities is greater than the income from PHBM activities.