INCREASING THE ADDED VALUE OF SALAK FRUIT FARMING THROUGH THE IMPLEMENTATION OF MARKETING MIX IN ENREKANG REGENCY

Abstract

Enrekang Regency is one of the largest producers of horticultural crops, especially salak fruit farming in South Sulawesi. It is also expected to increase the income of salak fruit farming which is one of the horticultural crops being developed, especially in Enrekang Regency, South Sulawesi Province. The development of a good production and distribution channel system is one of the keys to success in increasing the income of salak fruit farmers, especially in Enrekang Regency. 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. The analysis tool used the method of relative advantage analysis (Benefit Cost Ratio Analysis) and margin analysis. Thus it can be said that the use of marketing mix strategy can provide added value to the income of salak fruit farmers. Margin analysis and marketing efficiency show that marketing activities of salak fruit in Alla District, Enrekang Regency through three marketing channels provide different results. Marketing efficiency will be created when using short marketing channels.