EFISIENSI PEMASARAN DURIAN (Durio zibethinus) DALAM RANGKA PENGEMBANGAN DESA WISATA DURIAN DI KELURAHAN SUMBER AGUNG
Abstract: Lampung Forestry Department has declared Sumber Agung Village as a Durian Tourism Village. It is a center marketing of durian from Wan Abdul Rachman Forest Park (WAR Forest Park). In order to encrease the economy and welfare of the society who lived around WAR Forest Park, it is necessary to conduct a research which aim to know the efficiency of durian marketing to support the durian tourism village around WAR Forest Park. The research conducted at Sumber Agung Village, Kemiling Disctrict, Bandar Lampung City, Lampung Province in January-March 2017. The farmer sample was grouply (cluster sampling) with 83 samples, while the retailer and WAR Forest Park officers sample were used snowball sampling (10 samples). The analyses used marketing channels, market structure, market behavior and marketing margin. Based on result of the research there were 4 durian marketing channels in Sumber Agung Village and the most efficient channel was the third channel namely from farmer-retailer-final consumen. According to market structure, market behaviour and uneven margin distribution, it could be concluded that durian marketing has not been efficient and tends to be oligopsony. Therefore, to supports durian tourism village planning, the marketing system needs to be repaired through reinforcement of farmer group.
Keywords: durian, tourism village, marketing efficiency, Forest Park
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