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Marketing Functions and Key Determinants of Cocoa Marketing Performance

Fungsi Pemasaran dan Determinan Utama Kinerja Pemasaran Kakao

Jurnal Sosial Ekonomi Pertanian · Vol. 21 No. 2 (2025) · pp. 1–13

DOI
10.20956/jsep.v21i2.43027
ISSN
2598-5922, 0853-8395
Published
2025-08-12
Publisher
Hasanuddin University
Language
en
License
creativecommons.org/licenses/by-nc/4.0

Abstract

English

This study aims to analyze the cocoa marketing functions, evaluate the marketing performance, and identify factors influencing cocoa marketing performance in Jauhpandang Village, Pitumpanua Subdistrict, Wajo Regency. The research employs a quantitative and descriptive qualitative approach, utilizing descriptive quantitative data analysis techniques such as marketing margin, farmer,s share, and multiple linear regression analysis. The sampling method used is simple random sampling. Both primary and secondary data are utilized, with data collection carried out through observation, interviews, and documentation. The study involved 32 respondents. The findings indicate that farmers are involved in activities such as sales, transportation, storage, packaging, and accessing market information. Collecting institutions perform functions such as purchasing, selling, storing, transporting, packaging, risk management, and providing market information. Wholesaler institutions carry out purchasing, selling, storing, packaging, and market information activities. The marketing margin is identified as IDR. 9,000/Kg, with cocoa farmers achieving the highest farmer share at 0.98%. Factors influencing cocoa marketing performance in Jauhpandang Village include a positive and significant impact of product innovation and entrepreneurship on marketing performance. However, market orientation was found to have a negative effect on marketing performance

Bahasa Indonesia

Penelitian ini bertujuan untuk mengidentifikasi fungsi pemasaran kakao, mengevaluasi kinerja pemasaran kakao, serta menganalisis faktor-faktor yang memengaruhi kinerja pemasaran kakao di Desa Jauhpandang, Kecamatan Pitumpanua, Kabupaten Wajo. Penelitian ini menggunakan pendekatan kuantitatif dan deskriptif kualitatif dengan teknik analisis data berupa analisis deskriptif kualitatif, margin pemasaran, farmer,s share, serta analisis regresi linear berganda. Penentuan sampel dilakukan dengan metode simple random sampling. Data yang digunakan terdiri atas data primer dan sekunder, yang dikumpulkan melalui observasi, wawancara, dan dokumentasi. Penelitian ini melibatkan 32 responden. Hasil penelitian menunjukkan bahwa pada tingkat petani, fungsi pemasaran yang dilakukan meliputi penjualan, pengangkutan, penyimpanan, pengemasan, dan penyediaan informasi pasar. Pada lembaga pengumpul, fungsi yang dilakukan mencakup pembelian, penjualan, penyimpanan, pengangkutan, pengemasan, penanggulangan risiko, serta penyediaan informasi pasar. Sementara itu, fungsi lembaga pedagang besar meliputi aktivitas pembelian, penjualan, penyimpanan, pengemasan, dan penyediaan informasi pasar. Diketahui bahwa margin pemasaran mencapai Rp 9.000/Kg, dengan Farmer Share tertinggi sebesar 0,98%. Faktor-faktor yang memengaruhi kinerja pemasaran kakao di Desa Jauhpandang ditemukan bahwa inovasi produk dan kewirausahaan memiliki pengaruh positif dan signifikan terhadap kinerja pemasaran, sedangkan orientasi pasar tidak berpengaruh terhadap kinerja pemasaran.

Keywords

Collaboration network of the authors

40 authors · 79 co-authorship links · 5 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Institut Agama Islam Negeri Kendari
  • Universitas Halu Oleo
  • Universitas Islam Negeri Alauddin Makassar
  • Institut Teknologi Sepuluh Nopember
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Zalili SailanAffiliation unknown3
Alberth AlberthAffiliation unknown3
Sartiah YusranAffiliation unknown3
Aris BadaraUniversitas Halu Oleo3
Nurul Fadhilah FaisalUniversitas Islam Negeri Alauddin Makassar1
Sitti Aisyah KaraUniversitas Islam Negeri Alauddin Makassar1
Darsul S. PuyuUniversitas Islam Negeri Alauddin Makassar1
Sari SilvianiInstitut Agama Islam Negeri Kendari1
Abdul GaffarInstitut Agama Islam Negeri Kendari1
Afifatul IfaInstitut Agama Islam Negeri Kendari1
Fitria Cahya SariUniversitas Halu Oleo1
Guswan HakimUniversitas Halu Oleo1
Jabalnur JabalnurUniversitas Halu Oleo1
Herlindayana HerlindayanaAffiliation unknown1
Suhartono SuhartonoInstitut Teknologi Sepuluh Nopember1
Andi SessuAffiliation unknown1
Ader LaepeAffiliation unknown1
Kasmawati KasmawatiAffiliation unknown1
Muhammad AzanAffiliation unknown1
Suhartono TonoAffiliation unknown1
Tambunan TambunanAffiliation unknown1
Endriyatin EndriyatinAffiliation unknown1
Mursalim MursalimAffiliation unknown1
Nurfitriani ArifinAffiliation unknown1
Sulfajriyani IndahAffiliation unknown1
Darni DarniAffiliation unknown1
Nia Asriana HasiniAffiliation unknown1
Suwarni SuwarniAffiliation unknown1
JumiatiAffiliation unknown1
Asriyanti SyarifAffiliation unknown1
Muh.Ikmal SalehAffiliation unknown1
Saleh MollaAffiliation unknown1
Jumiati LiraAffiliation unknown1
Moh. Yanuar Jarwadi PurwantoAffiliation unknown1
Moh. YaniAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/jsep/oai, first harvested 5 Nov 2026, last seen 5 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Marketing Functions and Key Determinants of Cocoa Marketing Performance</dc:title>
	<dc:title xml:lang="id">Fungsi Pemasaran dan Determinan Utama Kinerja Pemasaran Kakao </dc:title>
	<dc:creator xml:lang="en">Nur Fatinah, Siti</dc:creator>
	<dc:creator xml:lang="en">Akbar, Akbar</dc:creator>
	<dc:creator xml:lang="en">Sahlan, Sahlan</dc:creator>
	<dc:creator xml:lang="en">Jumiati, Jumiati</dc:creator>
	<dc:creator xml:lang="id">Nur Fatinah, Siti</dc:creator>
	<dc:creator xml:lang="id">Akbar, Akbar</dc:creator>
	<dc:creator xml:lang="id">Sahlan, Sahlan</dc:creator>
	<dc:creator xml:lang="id">Jumiati, Jumiati</dc:creator>
	<dc:subject xml:lang="id">kinerja pemasaran</dc:subject>
	<dc:subject xml:lang="id">orientasi pasar</dc:subject>
	<dc:subject xml:lang="id">kewirausahaan</dc:subject>
	<dc:subject xml:lang="id">kakao</dc:subject>
	<dc:subject xml:lang="id">inovasi produk</dc:subject>
	<dc:subject xml:lang="en">cocoa</dc:subject>
	<dc:subject xml:lang="en">marketing performance</dc:subject>
	<dc:subject xml:lang="en">product innovation</dc:subject>
	<dc:subject xml:lang="en">entrepreneurship</dc:subject>
	<dc:subject xml:lang="en">market orientation</dc:subject>
	<dc:description xml:lang="en">This study aims to analyze the cocoa marketing functions, evaluate the marketing performance, and identify factors influencing cocoa marketing performance in Jauhpandang Village, Pitumpanua Subdistrict, Wajo Regency. The research employs a quantitative and descriptive qualitative approach, utilizing descriptive quantitative data analysis techniques such as marketing margin, farmer,s share, and multiple linear regression analysis. The sampling method used is simple random sampling. Both primary and secondary data are utilized, with data collection carried out through observation, interviews, and documentation. The study involved 32 respondents. The findings indicate that farmers are involved in activities such as sales, transportation, storage, packaging, and accessing market information. Collecting institutions perform functions such as purchasing, selling, storing, transporting, packaging, risk management, and providing market information. Wholesaler institutions carry out purchasing, selling, storing, packaging, and market information activities. The marketing margin is identified as IDR. 9,000/Kg, with cocoa farmers achieving the highest farmer share at 0.98%. Factors influencing cocoa marketing performance in Jauhpandang Village include a positive and significant impact of product innovation and entrepreneurship on marketing performance. However, market orientation was found to have a negative effect on marketing performance</dc:description>
	<dc:description xml:lang="id">Penelitian ini bertujuan untuk mengidentifikasi fungsi pemasaran kakao, mengevaluasi kinerja pemasaran kakao, serta menganalisis faktor-faktor yang memengaruhi kinerja pemasaran kakao di Desa Jauhpandang, Kecamatan Pitumpanua, Kabupaten Wajo. Penelitian ini menggunakan pendekatan kuantitatif dan deskriptif kualitatif dengan teknik analisis data berupa analisis deskriptif kualitatif, margin pemasaran, farmer,s share, serta analisis regresi linear berganda. Penentuan sampel dilakukan dengan metode simple random sampling. Data yang digunakan terdiri atas data primer dan sekunder, yang dikumpulkan melalui observasi, wawancara, dan dokumentasi. Penelitian ini melibatkan 32 responden. Hasil penelitian menunjukkan bahwa pada tingkat petani, fungsi pemasaran yang dilakukan meliputi penjualan, pengangkutan, penyimpanan, pengemasan, dan penyediaan informasi pasar. Pada lembaga pengumpul, fungsi yang dilakukan mencakup pembelian, penjualan, penyimpanan, pengangkutan, pengemasan, penanggulangan risiko, serta penyediaan informasi pasar. Sementara itu, fungsi lembaga pedagang besar meliputi aktivitas pembelian, penjualan, penyimpanan, pengemasan, dan penyediaan informasi pasar. Diketahui bahwa margin pemasaran mencapai Rp 9.000/Kg, dengan Farmer Share tertinggi sebesar 0,98%. Faktor-faktor yang memengaruhi kinerja pemasaran kakao di Desa Jauhpandang ditemukan bahwa inovasi produk dan kewirausahaan memiliki pengaruh positif dan signifikan terhadap kinerja pemasaran, sedangkan orientasi pasar tidak berpengaruh terhadap kinerja pemasaran.</dc:description>
	<dc:publisher xml:lang="en">Hasanuddin University</dc:publisher>
	<dc:date>2025-08-12</dc:date>
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	<dc:identifier>https://journal.unhas.ac.id/index.php/jsep/article/view/43027</dc:identifier>
	<dc:identifier>10.20956/jsep.v21i2.43027</dc:identifier>
	<dc:source xml:lang="en">Jurnal Sosial Ekonomi Pertanian; Vol. 21 No. 2 (2025): June, 2025; 1-13</dc:source>
	<dc:source xml:lang="id">Jurnal Sosial Ekonomi Pertanian; Vol 21 No 2 (2025): Juni, 2025; 1-13</dc:source>
	<dc:source>2598-5922</dc:source>
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