ANALISIS RANTAI PASOK BUNGA KRISAN PADA KELOMPOK TANI GEMAH RIPAH DI DUSUN CLAPAR DESA DUREN KECAMATAN BANDUNGAN SEMARANG

Abstract

The purpose of this research is to analyze the chrysanthemum supply chain condition by using the framework of developing horticultural product supply chain proclaimed by Asian Productivity Organization (APO) and analyzing chrysanthemum supply chain performance in Gemah Ripah Farmer Group by supply chain members. The research method used is survey method. The method of analysis used is descriptive quantitative method, that is research by way of describing the situation in the field from a number of individuals who are interviewed directly. The respondent technique used in this research is by using purposive sampling method on farmer respondents and snowball sampling for wholesalers, market traders, florist and consumer. The results showed that chrysanthemum supply chains in the Gemah Ripah Farmer Group had not gone well. The target market has a clear target but there are problems in the optimization of supply chain targets, ie farmers are not supported by knowledge about the quality of good chrysanthemum flowers. Measurement of supply chain performance performed by marketing efficiency approach through calculation of margin pemasaan and farmer's share shows that supply chain is quite efficient in executing marketing activities