IMPLICATIONS OF THE MARKETING MIX FOR THE ADDED VALUE OF HORTICULTURAL PLANT BUSINESS IN ENREKANG REGENCY (CASE STUDY OF SALAK FRUIT PLANTS IN ENREKANG REGENCY)
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Abstract
This research was conducted in Alla District, Enrekang Regency with the main objectives being to study (1) the amount of salak farming income for farmers who apply the marketing mix, (2) the size of marketing margins and marketing efficiency in each marketing channel of salak to Makassar. This research is a survey research, the sample in this study used purposive random sampling in three villages, namely Kambiolangi Village, Mata Allo Village, and Sumilang Village in Alla District. Data were obtained through direct interviews using (1) Benefit Cost Ratio Analysis, and (2) Analysis of marketing margins and marketing efficiency. The main results obtained in this study indicate that the salak farming income obtained by farmers by applying the marketing mix is greater than those who have not applied the marketing mix. The results of the study also show that the marketing margins of each marketing channel are different and achieve large profits and reduce marketing costs while at the same time increasing marketing efficiency by applying the marketing mix for marketing areas to Makassar. Increasing salak farming income requires better processing treatment to obtain production quality in order to achieve optimal results
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