ANALISIS KEADILAN TATANIAGA BENGKUANG DI KECAMATAN KURANJI KOTA PADANG

Abstract

The purpose of this study is to examine the fairness from the marketing channels of bengkuang in Kuranji Sub-district, Padang. This reserach used survey method, and data gathered from 20 samples. There are  one trader and four retailers choosed randomly. Research reveals that there are two types of bengkoang  marketing chanel in the reserch site:1) farmers → trader → retailers → consumers. 2) Farmers → retailers → consumers. Based on fairness analysis, this study finds that these marketing chanels are not fair, because the profit obtained by the farmers was lower than expected profit. Contrarely, the trader obtain the higher profit than profit that he was expected. Based on that findings, it is suggested that the farmers should  sell their product in unit weight of Kg instead of sack, upgrade their product, sell the product as a group, develop marketing informations, cooperate with related companies such as restaurants, cosmetics and finally expand the market.

Kata Kunci: pemasaran, saluran pemasaran, keadilan, bengkuang