Perilaku Petani Cabai Merah dalam Perencanaan Pemasaran di Sentra Produksi Jawa Barat, Indonesia
DOI:
https://doi.org/10.51852/jaa.v3i2.390Keywords:
perilaku, perencanaan, pemasaranAbstract
Persoalan cabai merah sebagai komoditas sayuran yang mudah rusak, dicirikan oleh produksinya yang fluktuatif, sementara konsumsinya relatif stabil. Kondisi ini menyebabkan terjadinya volatilitas harganya yang sangat signifikan. Dalam hal demikian, salah satu sumber permasalahan fluktuatifnya harga cabai ada pada sisi penawaran. Sehingga perencanaan pemasaran dalam usahatani cabai merah mempunyai peranan yang penting dalam kegiatan berusahatani. Penelitian ini bertujuan untuk: 1) menganalisis perilaku petani cabai merah dalam merencanakan pemasaran produknya dan 2) mengidentifikasi faktor-faktor yang memengaruhi petani dalam memilih pembeli produknya.
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