MARKETING EFFICIENCY OF TOMATO (SOLANUM LYCOPERCIUM) IN TAMAONA VILLAGE TOMBOLO PAO SUB-DISTRICT GOWA REGERNCY

Abstract

Indonesia, which is an agricultural country, has a great advantage where most of the population works as farmers and most of its territory is rural areas so that it has extensive agricultural land. The agricultural sector consists of several sub-sectors, one of which is horticulture. Types of horticultural plants include vegetables, fruits, ornamental plants and biopharmaceuticals. One type of horticulture which is a superior commodity in agribusiness is the tomato plant. Objective. This study aims to analyze the marketing efficiency of tomatoes (Solanum lycopersicum) in Tamaona Village, Tombolo Pao District, Gowa Regency, South Sulawesi. Method. The approach used is a qualitative analysis method with a focus on the relationship between marketing systems, productivity, and the success of tomato farming. The results of the study show that most farmers still market their harvests through collectors who come directly to the location. The marketing channels formed are included in category III, namely farmers - collectors - retailers - consumers, with a price difference of IDR 5,000 / kg between the selling price of farmers and the price in traditional markets. Farmers' dependence on collectors is influenced by long-standing personal relationships, although this causes farmers' weak bargaining position. Marketing efficiency in this area is also influenced by limited access to information, lack of modern marketing knowledge, and a culture of resignation to the existing system. Although there are individual initiatives from some farmers to sell directly to the market or share price information, these efforts are still sporadic and have not been organized collectively. In conclusion, the tomato marketing system in Tamaona Village is not yet efficient and requires strengthening the capacity of farmers and access to more profitable alternative marketing channels.