RANTAI NILAI PEMASARAN AKAR WANGI INDONESIA

Abstrak

Vetiver has a high economic value because it can be processed into processed products, such as essential oil and handicraft products. Demand and price of essential oil has increased for last three years. The price of essential oil in 2017 reach on 4,000,000,- IDR per kg. This condition drives farmers to re-cultivate vetiver on their farm. The highest vetiver production area of ??Indonesia is located on Garut regency. This regency accounts for 90 percent of Indonesia's vetiver production. There are six districts in Garut regency which is the center of the production of vetiver. This research was conducted on four districts, it is Cilawu, Samarang, Bayongbong, and Leles. The purpose of this study is to analyze the value chain of vetiver marketing and to see the structure and behavior of the market. The research method uses the Porter value chain. The market structure examine market concentration and entry barriers, whereas market behavior sees the activity of marketing agencies on three marketing functions. The results showed that the market structure of vetiver was concentrated weakly with a value of 0.05 and no barriers to entry with a value of 5 percent. Vetiver marketing agencies perform marketing functions (exchange, physical, and facility) and there are six marketing channels from farmers to consumers. There is no training and development of business actor, except in the vetiver industry sector.