| Autor: |
Kusnandar, Hasan Fahmi, Deliana, Yosini, Setiawan, Iwan, Suryana, Asep |
| Předmět: |
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| Zdroj: |
International Journal of Agricultural & Statistical Sciences; Jan2023, Vol. 19 Issue 1, p107-121, 15p |
| Abstrakt: |
West Java is the largest rambutan producing province in Indonesia. Rambutan Sibatulawang is a local product that is widely cultivated by agriculture in West Java. Marketing of rambutan fruit is one aspect of concern in increasing the income of farmers. But over time, the level of marketing of rambutan fruit has decreased. Therefore, this study aims to analyze the marketing of rambutan fruit. The analysis was carried out by considering the participation, motivation, and communication network factors of farmers and traders in promoting and marketing rambutan fruit. In this study, the research design used a mix method, namely qualitative and quantitative. The data used in this study were obtained from questionnaires given to rambutan farmers and traders in each district or city in West Java Province. At the data analysis stage, Structural Equation Modeling (SEM) was used to determine the marketing model for rambutan fruit. Based on the results of the analysis, it was found that the characteristics of farmers did not significantly influence the marketing model of rambutan fruit. However, the participation of farmers and traders has a significant effect on the marketing of rambutan fruit. While farmer motivation has no effect on communication networks and has a significant effect on marketing promotion of rambutan fruit. As well as for the communication network has a significant effect on the marketing promotion of rambutan fruit. Based on the results of sector analysis that needs to be of concern and needs to be improved, namely motivation and communication networks between farmers and traders. Thus, it will increase the marketing of rambutan fruit in West Java. Based on the results of the analysis, it is expected to be a reference for the local government in increasing the production of rambutan agricultural marketing. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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