Analisis Kinerja Pemasaran dan Pengaruhnya terhadap Pendapatan Petani Ubi Kayu di Kecamatan Tugumulyo Kabupaten Musi Rawas

Abstract

This study aims to analyze the marketing performance of cassava in Tugumulyo District, Musi Rawas Regency, and its impact on farmers' income. This research uses a quantitative approach with descriptive analysis and multiple linear regression techniques. Data was collected through interviews with cassava farmers involved in marketing activities, as well as secondary data related to the market price of cassava. The results show that good marketing performance, measured by distribution factors, promotion, and selling price, positively influences farmers' income. Regression analysis indicates that the variables of selling price and the number of distribution channels significantly contribute to increasing farmers' income in Tugumulyo District. This study also finds that improving marketing efficiency can enhance farmers' welfare through increased income from cassava sales. Therefore, policies supporting the strengthening of distribution networks and improving farmers' access to broader markets are essential