Jaringan Pemasaran Pelaku Home Industri Gula Merah Tebu Desa Slumbung Kecamatan Ngadiluwih Kabupaten Kediri

Abstract

This study discusses the marketing network of red sugar cane home industries in Slumbung Village, Ngadiluwih District, Kediri Regency. This study was motivated by the problem of low marketing efficiency of red sugar, which is still focused on middlemen. Strength of weak ties theory stated that weak ties in social networks can be more beneficial than relationships with strong bonds under certain conditions which are often used to find job opportunities (Granovetter, 1973). Marketing is only centered on middlemen and is not yet evenly distributed. This study aims to examine and analyze the marketing network of red sugar cane in Slumbung Village. This study uses a qualitative descriptive method with data collection techniques in the form of observation, interviews, and documentation with factory owners, middlemen, and the village head. Marketing network analysis is used to map the structure of relationships and determine the roles of actors in the marketing process. The results show that the marketing network is centralized with middlemen. The results of this study indicate that the brown sugar marketing network in Slumbung Village is influenced by the following factors: First, a sense of security demonstrated by the absence of concern among entrepreneurs and middlemen because no matter how much sugar is produced, it will still be absorbed by the middlemen. Second, a high level of trust that both good and poor quality sugar production will still be absorbed by the middlemen. Third, the close kinship between entrepreneurs and middlemen, which leads to discomfort in price negotiations. Fourth, there are capital loans provided by middlemen, so producers must continue to sell their goods to middlemen, which prevents producers from setting high prices. Fifth, there is a lack of access to market information. Limited access to market information results in suboptimal marketing and a lack of price competition. This study concludes that strengthening the marketing network requires expanding relationships, online marketplace training, and support from the village or local authorities.