Analysis Of The Marketing Channel Efficiency Of Fresh Fruit Bunches (FFB) Among Smallholder Farmers In Gunung Ambat Village, Sei Bingai District, Langkat Regency

Article Sidebar

PDF
Published: Jul 25, 2026
DOI: https://doi.org/10.55227/ijhet.v5i2.1052
Keywords:
Farmer’s Share, Fresh Fruit Bunches, Marketing Channels, Marketing Efficiency, Marketing Margin, Oil Palm.

Main Article Content

Yudha Nugraha Pane
a:1:{s:5:"en_US";s:43:"Indonesian Oil Palm Institute of Technology";}
Tifany Zia Aznur

Abstract

This study aimed to analyze the marketing channels of fresh fruit bunches (FFB) of oil palm (Elaeis guineensis Jacq.) in Gunung Ambat Village, Sei Bingai District, Langkat Regency, and analyze the marketing efficiency of fresh fruit bunches (FFB) of oil palm in Gunung Ambat Village, Sei Bingai District, Langkat Regency. The research was conducted in Gunung Ambat Village using a purposive method for site selection. A total of 42 oil palm farmers were selected as respondents using the simple random sampling method. The data were analyzed using descriptive and quantitative approaches, including marketing channel analysis, marketing margin, Farmer’s Share, marketing efficiency, and the cost-benefit ratio. The results showed that there were two marketing channels, namely Channel I (Farmers → Collecting Traders → PT Putra Grup Agribisnis) and Channel II (Farmers → PT Putra Grup Agribisnis). A total of 32 farmers (76.19%) used Channel I, while 10 farmers (23.81%) used Channel II. The marketing margin in Channel I was IDR 200/kg, whereas Channel II had a marketing margin of IDR 0/kg. The Farmer’s Share values were 93.33% for Channel I and 100% for Channel II. The marketing efficiency values were 4.17% for Channel I and 3.00% for Channel II, indicating that both channels were efficient because their efficiency values were below 50%. The cost-benefit ratio in Channel I was 0.60, whereas the ratio for Channel II was not calculated because farmers sold FFB directly to PT Putra Grup Agribisnis without any marketing intermediary. Based on the overall analysis, Channel II was found to be the more efficient marketing channel due to its shorter marketing chain, lower marketing margin, and higher Farmer’s Share.

Downloads

Download data is not yet available.

Article Details

How to Cite
Pane, Y. N., & Tifany Zia Aznur. (2026). Analysis Of The Marketing Channel Efficiency Of Fresh Fruit Bunches (FFB) Among Smallholder Farmers In Gunung Ambat Village, Sei Bingai District, Langkat Regency. International Journal of Health Engineering and Technology, 5(2). https://doi.org/10.55227/ijhet.v5i2.1052
Issue
Vol. 5 No. 2 (2026): Vol 5. No. 2 JULY 2026
Section
Engineering
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

References

Alham, F., & Anzitha, S. (2020). Analisis pemasaran tandan buah segar (TBS) kelapa sawit di Kota Langsa. Jurnal Penelitian Agrisamudra, 7(1), 57–63.

Amruddin, A., Siregar, H., & Nasution, Z. (2023). Pemasaran agribisnis. Yayasan Kita Menulis.

Anggraeni, A. S. (2023). Marketing channel analyst. Journal Development Manecos, 1(1), 33–37.

Aznur, T. Z., Hasibuan, M. F. A., Wahyuni, R., & Ginting, H. (2024). Analisis food supply chain network kelapa sawit rakyat di Kabupaten Langkat. Jurnal AGS, 8(2), 382–394.

Badan Pusat Statistik. (2022). Statistik kelapa sawit Indonesia 2021. Badan Pusat Statistik.

Badan Pusat Statistik. (2023a). Produk domestik bruto Indonesia menurut lapangan usaha 2018–2022. Badan Pusat Statistik.

Badan Pusat Statistik. (2023b). Statistik kelapa sawit Indonesia 2022. Badan Pusat Statistik.

Badan Pusat Statistik Kabupaten Langkat. (2024). Kecamatan Sei Bingai dalam Angka 2024. Badan Pusat Statistik Kabupaten Langkat.

Badan Pusat Statistik Provinsi Sumatera Utara. (2023). Statistik perkebunan Provinsi Sumatera Utara 2023. Badan Pusat Statistik Provinsi Sumatera Utara.

Direktorat Jenderal Perkebunan. (2023). Statistik perkebunan unggulan nasional 2022–2024: Kelapa sawit. Direktorat Jenderal Perkebunan, Kementerian Pertanian Republik Indonesia.

Dolorosa, E., & Aritonang, M. (2024). Efisiensi pemasaran tandan buah segar (TBS) perkebunan kelapa sawit swadaya. Jurnal Agribisnis.

Gabungan Pengusaha Kelapa Sawit Indonesia. (2023). Kinerja industri sawit Indonesia 2022–2023. GAPKI.

Gorontalo, D. I. P. (2021). Analisis efisiensi pemasaran jagung di Provinsi Gorontalo. Jurnal, 9(1), 55–66.

Harahap, R., Siregar, D., & Hasibuan, M. (2022). Efisiensi pemasaran tandan buah segar (TBS) kelapa sawit di Sumatera Utara. Jurnal Ilmu Pertanian.

Hidayat, A., Anindita, R., & Syafrial. (2022). Faktor-faktor yang memengaruhi produksi dan pendapatan usahatani kelapa sawit rakyat. Jurnal Agribisnis Indonesia, 10(2), 145–156.

Kementerian Pertanian Republik Indonesia. (2022a). Outlook kelapa sawit. Pusat Data dan Sistem Informasi Pertanian.

Kementerian Pertanian Republik Indonesia. (2022b). Statistik pertanian 2022. Kementerian Pertanian Republik Indonesia.

Kementerian Pertanian Republik Indonesia. (2023). Statistik pertanian 2023. Pusat Data dan Sistem Informasi Pertanian.

Kohls, R. L., & Uhl, J. N. (2022). Marketing of agricultural products. Macmillan.

Laga, Y. (2024). Analisis saluran rantai pasok pemasaran kelapa sawit. Jurnal Ekonomi dan Bisnis Daerah.

Lubis, F., Harahap, A., & Nasution, R. (2024). Peran kelembagaan dalam pemasaran kelapa sawit. Jurnal Agribisnis dan Pembangunan Pertanian.

Lubis, R., Hasibuan, E. J., Prayudi, A., & Affandi, A. (2024). Pelatihan dan penguatan komunikasi kepada kelompok tani tentang pembibitan sawit bersertifikasi. I-Com: Indonesian Community Journal, 4(4), 2793–2800. https://doi.org/10.70609/icom.v4i4.5713

Mukhlis, M., Putra, R., & Handayani, S. (2024). Analisis pemasaran agribisnis dalam meningkatkan efisiensi distribusi hasil pertanian. Jurnal Agribisnis Indonesia, 12(1), 45–53.

Nasution, A., & Siregar, M. (2021). Analisis efisiensi pemasaran tandan buah segar (TBS) kelapa sawit. Jurnal Agribisnis.

Ningrum, S. (2023). Efisiensi rantai pasok tandan buah segar (TBS) kelapa sawit. Jurnal Oryza.

Purba, R., Sihombing, L., & Ginting, R. (2023). Analisis faktor-faktor yang memengaruhi pemasaran tandan buah segar kelapa sawit pada perkebunan rakyat. Jurnal Agribisnis dan Agroteknologi, 7(2), 85–96.

Rahayu, N. F., Hardjomidjojo, H., & Raharja, S. (2021). Analisis value chain dan margin pemasaran rantai pasok tandan buah segar (TBS) sawit rakyat di Kabupaten Bengkalis. Jurnal, 22(2), 109–120.

Rahman, A., Siregar, H., & Putri, E. (2023a). Analisis biaya dan efisiensi pemasaran tandan buah segar kelapa sawit. Jurnal Agribisnis Indonesia, 11(2), 85–96.

Rahman, A., Siregar, H., & Putri, E. (2023b). Analisis margin dan efisiensi pemasaran hasil pertanian. Jurnal Agribisnis Indonesia, 11(2), 85–96.

Rahmawati, A. (2022). Keragaman genetik varietas kelapa sawit (Elaeis guineensis Jacq.). Jurnal Kridatama Sains dan Teknologi, 5(1).

Sasmi, M., Susanto, H., Kesamba Mula, E. P., & Alatas, A. (2022). Farmer characteristics' effect on the decision of farmers in choosing local variety rice farming business. Business Review and Case Studies, 3(2), 104–112. https://doi.org/10.17358/brcs.3.2.104

Setiyowati, T., Fatchiya, A., & Amanah, S. (2022). Pengaruh karakteristik petani terhadap pengetahuan inovasi budidaya cengkeh di Kabupaten Halmahera Timur. Jurnal Penyuluhan, 18(2), 208–218. https://doi.org/10.25015/18202239038

Siregar, H., Sihombing, L., & Hutagaol, M. P. (2021). Analisis peran perkebunan kelapa sawit terhadap peningkatan pendapatan petani di Indonesia. Jurnal Pertanian dan Agribisnis, 5(2), 123–132.

Situmorang, H., & Ginting, R. (2023). Analisis saluran pemasaran tandan buah segar (TBS) kelapa sawit. Jurnal Sosial Ekonomi Pertanian.

Yunita, R., Syahril, & Noviar, H. (2021). Analisis perkembangan Farmer’s Share dan marketing margin padi di Indonesia 2010–2020. Jurnal Ekombis