Marketing Efficiency of Cassava in Tulang Bawang Barat Lampung Province

https://doi.org/10.35912/jipper.v3i1.3426
Diterbitkan: Jul 26, 2025

Abstrak:

Purpose: This study examines cassava marketing channels and their efficiency in Lampung Province, Indonesia. Lampung was selected purposively because it is Indonesia’s largest cassava-producing province.

Research: The research was conducted from October 2020 to July 2021 using a survey approach at cassava production centers across Lampung. The respondents consisted of 100 cassava farmers selected through simple random sampling, while lapak (collectors) and agents were identified using snowball sampling. Marketing channels were mapped using a qualitative descriptive analysis. Marketing performance and efficiency were evaluated using marketing margin analysis, farmer share, and the Profit Margin Ratio (RPM).

Results: The study identified multiple marketing channels, with the longest being the Farmer–Lapak–Agent–Factory channel. Overall, the cassava marketing system in Lampung was found to be inefficient, as indicated by relatively high marketing margins, low farmer share, and uneven profit margin ratios across marketing actors.

Conclusions: Cassava marketing in Lampung is dominated by long distribution chains that reduce farmers’ benefits and create unequal profit distribution. Improving efficiency requires shortening marketing channels and strengthening farmers’ market access to increase the farmer’s share and reduce excessive margins.

Limitations: The findings are based on survey data from selected cassava production centers during 2020–2021 and may not fully capture seasonal price dynamics, contract arrangements, or variations across other provinces.

Contributions: This study provides empirical evidence on cassava marketing channel structures and efficiency indicators in Indonesia’s main production region, offering practical insights for designing interventions to reduce margins, improve farmer share, promote a more balanced profit distribution among supply chain actors.

Penulis:
1 . Lidya Sari Mas Indah
2 . Wan Abbas Zakaria
3 . Teguh Endaryanto
4 . Dewi Mulia Sari
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Indah, L. S. M., Zakaria, W. A., Endaryanto, T., & Sari, D. M. (2025). Marketing Efficiency of Cassava in Tulang Bawang Barat Lampung Province. Jurnal Ilmiah Pertanian Dan Peternakan, 3(1), 15–24. https://doi.org/10.35912/jipper.v3i1.3426
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Vol 3 No 1 (2025): Juli
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Referensi

    Referensi

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    Alang, A. ., & Suwarsinah, H. . (2013). Sistem Tata Niaga Kedelai Di Desa Cipeuyeum, Kecamatan Haurwangi, Kabupaten Cianjur. Jurnal Manajemen & Bisnis, 10(1), 165–174. https://doi.org/http://dx.doi.org/10.17358/jma.17.3.294

    Andayani, S. A. (2020). SALURAN DAN TINGKAT EFISIENSI PEMASARAN BAWANG MERAH DI KABUPATEN MAJALENGKA. Jurnal Agrimanex: Agribusiness, Rural ….

    Anggraesi, J., Ismono, R. ., & Situmorang, S. (2020). Pendapatan dan faktor-faktor yang mempengaruhi produksi ubi kayu manis dan pahit di Kecamatan Seputih Banyak Kabupaten Lampung Tengah. Jurnal Ilmu- Ilmu Agribisnis: Journal of Agribusiness Sciences, 8(2), 226–233.

    Asmarantaka, R. W., Atmakusuma, J., Muflikh, Y. N., & Rosiana, N. (2018). Konsep Pemasaran Agribisnis?: Pendekatan Ekonomi Dan Manajemen. Jurnal Agribisnis Indonesia, 5(2), 151. https://doi.org/10.29244/jai.2017.5.2.151-172

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    Onoja, A. O. (2019). Economic benefits from cassava in peri-urban multiple-cropping systems in Nigeria. Multifunctional Land Uses in Africa: Sustainable Food Security Solutions, 61–77. https://doi.org/10.4324/9780429283666-4

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    Samsul, H., Evita, & Soliha, H. (2019). A Study Of Long Bean Vegetable Marketing (Vignasinesis L) In Ambulu District, Jember Regency. Jurnal Manajemen & Agribisnis, 17(2), 294–303. https://doi.org/http:// /doi: http://dx.doi.org/10.17358/jma.17.3.294

    Sari, A. ., Ismono, R. ., & Adawiyah, R. (2020). Analisis pendapatan, persepsi, dan minat petani dalam berusahatani ubi kayu di Kecamatan Sukadana Kabupaten Lampung Timur. Jurnal Ilmu- Ilmu Agribisnis: Journal of Agribusiness Sciences, 8(3), 474–481.

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  1. 5. Referensi
  2. Adha, C., Pranoto, Y. S., & Purwasih, R. (2019). Analisis Structure, Conduct, and Performance (SCP) pada Pemasaran Lada Putih (Muntok White Pepper) di Kabupaten Bangka Barat. Journal of Integrated Agribusiness, 1(2), 82–91. https://doi.org/10.33019/jia.v1i2.1043
  3. Alang, A. ., & Suwarsinah, H. . (2013). Sistem Tata Niaga Kedelai Di Desa Cipeuyeum, Kecamatan Haurwangi, Kabupaten Cianjur. Jurnal Manajemen & Bisnis, 10(1), 165–174. https://doi.org/http://dx.doi.org/10.17358/jma.17.3.294
  4. Andayani, S. A. (2020). SALURAN DAN TINGKAT EFISIENSI PEMASARAN BAWANG MERAH DI KABUPATEN MAJALENGKA. Jurnal Agrimanex: Agribusiness, Rural ….
  5. Anggraesi, J., Ismono, R. ., & Situmorang, S. (2020). Pendapatan dan faktor-faktor yang mempengaruhi produksi ubi kayu manis dan pahit di Kecamatan Seputih Banyak Kabupaten Lampung Tengah. Jurnal Ilmu- Ilmu Agribisnis: Journal of Agribusiness Sciences, 8(2), 226–233.
  6. Asmarantaka, R. W., Atmakusuma, J., Muflikh, Y. N., & Rosiana, N. (2018). Konsep Pemasaran Agribisnis?: Pendekatan Ekonomi Dan Manajemen. Jurnal Agribisnis Indonesia, 5(2), 151. https://doi.org/10.29244/jai.2017.5.2.151-172
  7. Asmarantika, R. . (2012). Pemasaran Agribisnis (agrimarketing). Departemen Agribinis, FEM IPB.
  8. Azis, Y., & Husin, I. (2021). Efisiensi Pemasaran Sapi Potong di Kecamatan Takisung Kabupaten Tanah Laut Provinsi Kalimantan Selatan. Journal of Agricultural Socio-Economics (JASE).
  9. Bobihu, M., Rauf, A., & Boekoesoe, Y. (2022). Analisis Saluran Pemasaran Dan Pendapatan Usahatani Jagung Di Kecamatan Tomilito Kabupaten Gorontalo Utara. AGRINESIA: Jurnal Ilmiah Agribisnis, 6(3), 215–221. https://doi.org/10.37046/agr.v6i3.16141
  10. BPS. (2020). Statistik Harga Produsen Pertanian Subsektor Tanaman Pangan, Hortikultura, dan Perkebunan Rakyat tahun 2020. BPS.
  11. BPS Provinsi Lampung. (2020). Statistik Harga Produsen Pertanian Subsektor Tanaman Pangan, Hortikultura, dan Perkebunan Rakyat tahun 2020. BPS Provinsi Lampung.
  12. Daryanto, A. (2020). Tataniaga Pertanian. Universitas Terbuka.
  13. Faot, L. M., Sirma, I. N., & Nainiti, S. P. N. (2019). Efisiensi pemasaran cabai rawit di Kecamatan Amarasi Kabupaten Kupang Provinsi Nusa Tenggara Timur. Buletin EXCELLENTIA (p-ISSN: 2301 ….
  14. Fitriana, M. ., Zakaria, W. ., & Kasymir, E. (2019). Analisis efisiensi produksi usahatani ubi kayu di Kecamatan Natar Kabupaten Lampung Selatan. Jurnal Ilmu-Ilmu Agribisnis, 7(1), 22–27.
  15. Haryono, D., Abidin, Z., Hudoyo, A., & Indah, L. S. M. (2019). Analisis Harga Minimum Ubikayu Industri di Provinsi Lampung. repository.lppm.unila.ac.id.
  16. Indah, L. ., Zakaria, W. ., & Prasmatiwi, F. . (2015). Analisis efisiensi produksi dan pendapatan usahatani padi sawah pada lahan irigasi teknis dan lahan tadah hujan di Kabupaten Lampung Selatan. Jurnal Ilmu- Ilmu Agribisnis: Journal of Agribusiness Sciences, 3(3), 228–234.
  17. Kusuma, E. . (2018). Trading Channel Pattern of Cassava Commodity: Double Roles for the Farmers – Is It a Benefit? Russian Journal of Agricultural and Socio-Economic Sciences, 74(2), 17–22.
  18. Leksono, A. S., Mustafa, I., Gama, Z. P., Afandhi, A., & Zairina, A. (2021). Organic farming system of cocoa plantations in South Malang, Indonesia. In IOP Conference Series: Earth and Environmental Science (Vol. 743, Issue 1, p. 12030). IOP Publishing. https://doi.org/10.1088/1755-1315/743/1/012030
  19. Mtunguja, M. K. (2019). Opportunities to commercialize cassava production for poverty alleviation and improved food security in Tanzania. African Journal of Food, Agriculture, Nutrition and Development, 19(1), 13928–13946. https://doi.org/10.18697/AJFAND.84.BLFB1037
  20. Muklisin, A., Rochdiani, D., & Setia, B. (2021). Analisis Efisiensi Pemasaran Benih Ikan Lele Di Desa Situmandala Kecamatan Rancah Kabupaten Ciamis. Jurnal Ilmiah Mahasiswa ….
  21. Nurainy, F. (2020). Penyuluhan dan Pelatihan Pembuatan Cookies Tiwul dan Kerupuk Tiwul Di KWT Kenanga ds Sukajawa, Kecamatan Bumi Ratu Nuban, Kabupaten Lampung Tengah. Sakai Sambayan Jurnal Pengabdian Kepada ….
  22. O. E., M., T. P., A., & T. E., A. (2023). Comparative Analysis of the Profitability of Cassava Value Added products in Ondo State, Nigeria. International Journal of Research and Scientific Innovation, X(IV), 175–181. https://doi.org/10.51244/ijrsi.2023.10421
  23. Onoja, A. O. (2019). Economic benefits from cassava in peri-urban multiple-cropping systems in Nigeria. Multifunctional Land Uses in Africa: Sustainable Food Security Solutions, 61–77. https://doi.org/10.4324/9780429283666-4
  24. Osman, N., Martin, K., Fallah, S., Abdul, R., Mathew, L. ., & James, B. . (2018). Evaluating Marketing Efficiency Of Selected Cassava Based Products In Sierra Leone. Int. J.Eco.Res, 71–82.
  25. Pratiwi, O., Haryono, D., & Abidin, Z. (2020). PENDAPATAN DAN RISIKO USAHATANI UBI KAYU (Ma. Jurnal Ilmu-Ilmu ….
  26. Putri, C. D. (2019). Analisis Efisiensi Pemasaran Wortel di Desa Tulungrejo, Kecamatan Bumiaji, Kota Batu. repository.ub.ac.id.
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  28. Rian Saputra, & Fahrial. (2022). Analisis Pemasaran Dan Strategi Pengembangan Usahatani Ubi Kayu Di Kelurahan Balai Raja Kecamatan Pinggir Kabupaten Bengkalis Provinsi Riau. Dinamika Pertanian, 37(3), 273–284. https://doi.org/10.25299/dp.2021.vol37(3).8937
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  31. Samsul, H., Evita, & Soliha, H. (2019). A Study Of Long Bean Vegetable Marketing (Vignasinesis L) In Ambulu District, Jember Regency. Jurnal Manajemen & Agribisnis, 17(2), 294–303. https://doi.org/http:// /doi: http://dx.doi.org/10.17358/jma.17.3.294
  32. Sari, A. ., Ismono, R. ., & Adawiyah, R. (2020). Analisis pendapatan, persepsi, dan minat petani dalam berusahatani ubi kayu di Kecamatan Sukadana Kabupaten Lampung Timur. Jurnal Ilmu- Ilmu Agribisnis: Journal of Agribusiness Sciences, 8(3), 474–481.
  33. Zakaria, W A, Endaryanto, T., & ... (2020). Pendapatan dan Kesejahteraan Rumah Tangga Petani Ubikayu di Provinsi Lampung. Jurnal Agribisnis ….
  34. Zakaria, Wan Abbas, Endaryanto, T., Indah, L. S. M., & Mutolib, A. (2020). The Economic role of cassava in farmers’ households in Central Lampung Regency, Lampung Province. E3S Web of Conferences, 153. https://doi.org/10.1051/e3sconf/202015303008