Analisis Pemasaran Pinang di Kabupaten Bireuen, Provinsi Aceh | ANALISIS PEMASARAN PINANG DI KABUPATEN BIREUEN, PROVINSI ACEH

Indonesio. Changes in the children's learning curriculum that emphasize children's activities and experiences not just reading material, making agro-tourism an alternative learning media for interaction that is chosen by the school. As one of the agro-education objects, Sentulfresh needs always to evaluate their performance of the marketing mix (product, price, place, promotion, people, process and physical evidence) through visitor satisfaction and trust. This study aims to analyze the marketing mix variables that affect the satisfaction variable, the effect of satisfaction on trust and the satisfaction level of Sentulfresh visitors. Data collection was carried out on 70 respondents who had visited Sentulfresh. The data analysis method used were the Structural Equation Model Partial Least Square (SEM PLS) and the Customer Satisfaction Index (CSI). SEM-PLS analysis results show that all marketing mix variables have no significant effect on visitor satisfaction, while satisfaction has a significant effect on visitor trust. CSI analysis results shows that Sentulfresh visitor satisfaction is at the “satisfied” level.

Inglés. Indonesia is the fifth largest areca producer with a land area of ​​137,600 ha in 2015 with a production of 47.000 tons and a productivity of 0,34 tons/ha (Directorate General of Plantations, 2016). Aceh Province is one of the centers for areca cultivation in Indonesia. Areca is a commodity that is mostly cultivated by farmers in Bireuen Regency. So that, this commodity has an important role in the life of farmers in Bireuen Regency because their income depends on the areca cultivated. Generally, the weak bargaining position of farmers is due to the lack of market access and market information. Different price levels received by farmers will create marketing margins. This study aimed to identify and analyze areca marketing and analyze the operational efficiency of areca marketing in Bireuen Regency, Aceh Province. Qualitative descriptive analysis was used to analyze areca marketing channels. Meanwhile, quantitative analysis is used to measure the efficiency of areca marketing by using marketing margin analysis, farmer's share. The results showed that there were 3 marketing channels in Bireuen Regency which involved three marketing agencies, namely village collectors, sub-district collectors and wholesalers. There are 38 farmers (66,67 percent) that chose the first channel (Farmer – Village Collector Traders – Wholesalers). When viewed from the lowest margin (Rp 5.975,00/Kg) and the highest farmer's share (65,37 percent), the relatively efficient marketing channel is channel 2, namely Farmers-Wholesales. In the areca marketing, it appears that there is no institutional role at the farmer level in increasing the bargaining power of areca farmers in Bireuen Regency. Therefore, it is necessary to strengthen the role of farmer level institutions in the processing and marketing of areca in order to improve the bargaining position of areca farmers.