Marketing Analysis & Marketing Development Strategy Of Shallot (Allium ascalonicum L) In Tual City, Southeast Maluku, Maluku Province

Noviar Flasiana Wenno; Weldemina B. Parera; Septianti Permatasari Palembang

doi:10.63922/ijebir.v4i03.1856

Noviar Flasiana Wenno Agribusiness Study Program, Department of Agricultural Socioeconomics, Faculty of Agriculture, Pattimura University
Weldemina B. Parera Agribusiness Study Program, Department of Agricultural Socioeconomics, Faculty of Agriculture, Pattimura University
Septianti Permatasari Palembang Agribusiness Study Program, Department of Agricultural Socioeconomics, Faculty of Agriculture, Pattimura University

DOI: https://doi.org/10.63922/ijebir.v4i03.1856

Keywords: shallots, marketing, Southeast Maluku

Abstract

Shallots (Allium ascalonicum L) are a vegetable commodity that has high economic value in terms of fulfilling national consumption, sources of income for farmers. Data from the Central Statistics Agency (2020), shallot production in 2020 reached 1.82 million tons, up 14.88% (235.21 thousand tons) from 2019. This situation has triggered the government to develop shallots in various regions. Likewise in Maluku Province, especially in Southeast Maluku. The increase in the price of shallots in Traditional Markets is one of the triggers for inflation in Southeast Maluku. The increase in the price of shallots in Traditional Markets is one of the triggers for inflation in Southeast Maluku. The purpose of this study is to analyze the pattern of shallot marketing channels that have been formed and their diversity, the role of institutional aspects in marketing, and shallot marketing development strategies.

The data was analyzed using the Marketing Margin analysis method, Marketing Efficiency, marketing institutional analysis (economic transactions) between marketing institutions and SWOT analysis.

The results of the study showed that there were 4 shallot marketing channels in Tual City, 2 shallot marketing institutions in Tual City, while the main strategies that needed to be carried out were building a shallot marketing network with neighboring islands, regulating planting patterns and increasing the diversification of shallots into other superior products.

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