Marketing Analysis of Curly Chili in Touure Village, Minahasa District, Indonesia

Transcription

1 International Journal of Basic & Applied Sciences IJBAS-IJENS Vol:17 No:04 1 Analysis of Curly Chili in Touure Village, Minahasa District, Indonesia Franky Reintje Tulungen 1) and Jety Deisye Lempas 2) 1) Agribussines Departemen, The Faculty of Agriculture, Tomohon Indonesia Christian University, Indonesia 2) Economic Education Departemen, The Faculty of Economy, Manado State University, Indonesia Abstract Applying new tecnology e.i planting curly chili in Touure village has been emerging problems in its marketing. Many farmers has been forced become a trader, begun as retail trader in local market until as inter-island trader in oversea market. It is interesting to know marketing channels and institutions, marketing margin and marketing structure of curly chili of Touure village This research was conducted in Touure village, Minahasa regency with using survey research method. Sampling was determinated by purpusive and data collecting used structured interview and observation to the informan. Data were analyzed by descriptive and margin profit analysis. Result of research shows that: (i) There are three marketing channels of curly chilli in Touure village. The first channel: farmers sell directly to retails trader in local markets, second channel: farmers sell to collecting traders then collecting traders sell to retail traders at Manado city, third channel farmers sell to inter island traders and then they sell to collecting traders in Ternate, Ambon or Jayapura city, (ii) The largest share of the farmer's share is 86.76% on the first channel, and the largest share margin of trader is 16.67% on the inter island trader, the largest total marketing is in inter-island traders, and the largest profit margin recived by traders in third channel. (iii) structure for all marketing channels dominated by fruit depreciation (72%) and transportation (22%) repect and its remains are of sorting, retribution, packing and tool depreciation (6%). Index Term, share margin, margin profit, structure, curly chili 1.1 Background I. INTRODUCTION Chillies are one of the most important vegetables grown commercially in tropical countries. There are many various species of chili that domesticated in the world, but only curly chili (Capsicum annuum L) and cayenne pepper (C. frutescens L) which is widely cultivated by the farmers in Indonesia because it has economic potential [1]. The characteristics of curly chili fruit are long fruit shape, curl, thin fruit skin, live longer, more resistant to store, and taste spicy. This type is widely cultivated in West Java and Sumatra [2] and in North Sulawesi. Curly chilli plants grown in the lowlands can be harvested for the first time days after planting. While the harvest time in the plateau is longer which is about 100 days after planting. Harvest can be continuously done until the plants are 6-7 months old. Harvesting can be done in once or twice a week [2]. The chili production rate in Indonesia is still very low, with an average yield is 6.35 tons/ha, when compared to the potential of chili production which can reach 10 tons/ha. One of the factors causing low production of chili is caused by mosaic disease. The loss or decrease in yield due to the attack of this mosaic virus ranges from 32% to 75%. Curly chili although it can be consumed by almost all layers of Indonesian society but in the farming is only done by some residents. This is due to the farming of curly chili that is uneven planted throughout the country and this farming requires special skills and large business capital. Until now the curly chili farming is still profitable despite the price up and down. This is due to the needs of curly chilli in Indonesia community that increase for year to year [3]. For the curly chili farmers, the farming of curly chili can provide great benefits. This is because the price of curly chili that can reach Rp 100,000 per kg. Although it can provide great benefits for farmers, this farming is also very risky to fail. The risk of failure can not only caused by pest and disease attacks (failure in production) but also by over production or the cheapest price of curly chili. The result of observation and experience of curly chilli farming, farmers will harvest curly chili when the minimum price to selling curly chilli equal to of plucking labor plus transportation and packing of curly chili. Curly chili in North Sulawesi commercialized farmers since Farmers in Touure Village are the pioneers of curly chili farming in this area. In the begining the farmes of curly chili have difficulty in marketing of curly chili. It is not only caused by local consumers are not use to consuming curly chili but also by the marketing network does not exist. Along with the development of chili farming and marketing, where local consumers (Minahasa, Manado and

2 International Journal of Basic & Applied Sciences IJBAS-IJENS Vol:17 No:04 2 Bitung) have been accustomed to consuming hot chili as a substitute for cayenne, since 2010 this farming has been sold to Monokuari, Jayapura, Ambon and Jakarta market. Curly chili can be marketed or distributed relatively evenly throughout the country because of the information and communication network. The availability of information and communication makes farmers or traders aware of the demand for curly chili in certain areas. Lack of supply in certain areas can be directly supplied from over-supply areas. In addition, advances in land, sea and air transportation have been able to accelerate the mobility of goods (curly chili) from producers (farmers) to consumers. The existence of variation in the selling price of curly chili at farmers level, ranging from Rp 3000 per kg to Rp 45,000 per kg, has encouraged local traders to market curly chili outside the region. If the selling price in North Sulawesi is cheap, the farmers'of curly chili in Touure village will sell their product to outside area in which the price is more expensive, on the contrary if the price in North Sulawesi is expensive, the outsider will supply their chili to the North Sulawesi market. Touure Village, Tompaso sub-district, located in Minahasa regency, North Sulawesi province, Indonesia is a fertile mountainous village with great potential for curly chili plants. Curly chillies of village are sold by farmers to local markets through retail merchants, to the Manado market through collecting merchants and sold to overseas markets through inter island traders. Interestingly inter island traders who buy curly chili all of them are native inhabitants of Touure village [3]. The problem encountered by curly chili farmers in the marketing is how to farmers to sell the product at the optimal price. The selling price at the farm level with the selling price at the retailer level is generally very different. For example, if the retail price is Rp 30,000 per kg then the farmer price is only Rp 15,000 per kg. In that condition usually the farmer decided to sell their product directly to retail trader in the market. In addition, the fluctuations in the price of clurly chili make the price at the farmer level very cheap. In that condidtion, curly chili could not be harvested by farmer because the of picking, transport and other bigger than the selling price. Farmers have been able to think rationally in making decisions [4]. Based on that fact it is interesting to know the farmer behavior facing the problem over production of curly chili. The market is a social and managerial process whereby individuals or groups get what they need and want through the creation and exchange of mutually agreed products and values between the individual or group of sellers and buyers [6]. The market is a meeting place between buyers and sellers. In the development of the meeting between buyers and sellers do not have to meet somewhere (face to face) but can also through phone and internet. The development of information and communication technology has enabled transactions to be made anywhere (at home, office, car, plane, toilet), both between regions, between cities, between countries and even between continents [5,7]. is a process of moving goods or services from the hands of producers to the hands of consumers, including activities those packing goods that aims to facilitate the distribution and provide satisfaction to consumers. is very important after the completion of the agricultural production process. Agricultural products require speed in marketing. Delays in the marketing of agricultural products will cause losses for farmers and traders. The marketing system is said to be efficient when: (i) is able to deliver results from producer farmers to consumers at the lowest possible, (ii) able to provide a fair share of overall prices paid by the last consumers to all parties involved in production and marketing activities Goods [9]. According to Hutauruk [10], the marketing function is an important activity that is specialized and implemented in the field of marketing. The marketing functions are: (i) the exchange function, namely purchasing (buying) and sales (selling), (ii) the provision of physical function, namely the transport (transportation) and storage (storage), and (iii) the service delivery functions, namely capital, risks, standardization and market information (market information). The marketing channel or goods distribution network consists of a set of institutions that perform all activities (functions) used to channel the product and its ownership status from producer to consumer [6]. The marketing channel is a series of commercial institutions through which goods are distributed from producers to consumers [10]. channel for agricultural products usually through inter-island traders, collecting traders then to retail traders. The marketing channel is a marketing network that can be either short (simple) or long. Agricultural commodities that have the utility of place, time and form can meet the needs of consumers if there has been a transfer of property from producers or marketing agencies to consumers. In order for a transfer of property rights must be carried out transactions to the transaction s [7]. The consequence of the utility of place and time for agricultural commodities, especially curly chili is product depreciation. Depreciation is the largest component of marketing s for agricultural products such as apple tomatoes [3]. The of marketing a product is usually measured roughly with margin and share price spread. margin is a term used to express the difference in price paid to the seller first and the price paid by

3 International Journal of Basic & Applied Sciences IJBAS-IJENS Vol:17 No:04 3 the final purchaser. While the term denotes different price spread two price levels and indicate the amount required to cover the s of goods on two levels of the market, such as local markets and wholesale or between the wholesale and retail [11]. Farmer's share is the ratio between the prices received by farmers (farm gate price) and the price paid by consumers (consumer prices) multiplied by 100%. The greater the marketing margin, the smaller section Consumer price received by farmers as producers, and vice versa smaller marketing margin, the greater part of consumer prices received by farmers. This suggests that the greater the share of the Farmer's curly chili marketing more efficient [12]. The research results regarding to marketing of commodity have been be explained by researchers in Indonesia, among others Tulungen [3], Alang and Suwarsinah [13], Linawarti [14], Yuprin et. al. [15] and Yuniarti et. al [16]. Tulungen [3] in his research on marketing aple tomatoes in Touure stated that there are three marketing chanell of aple tomatoes. The marketing channel that give largest share margin to farmers is when the farmers sell to directly retail traders. There are four channels consisting of five soybean trading institutions in Cipeuyeum Village, Cianjur Regency, which are collectors (large and small), wholesalers, agents, retailers, and manufacturers. The commercial marketing system that was created is less efficient and the farmer gets share (famer s share) of 85.89% [13]. The marketing agencies involved in rice marketing in Singosari, Malang are rice mills, wholesalers, market traders, and retailers. The pricing system in transactions and cooperation among the trading agencies provides information that rice farming at the farm level at the research site is dominated by rice milling [14]. Domination on farm level also occured to rubber product marketing. Furturemore the marketing of rubber products in Kapuas District is inefficient, thus harming lower-level traders and lower-ranking farmers [15]. Analysis of marketing cashew nuts in Lombok shows that the largest marketing is at the processing rate (12.39%) and home industries (13.41%). While the share of the largest profits on district traders (processors) and home industry. The largest selling price share is in the district / processor collectors (75%) and the largest -benefit ratio available to the collecting peddlers [16]. The research results in foreign among others was conducted by Ebiowei[17], Wongnaa et al. [18] and Isitori et.al, [19]. of watermelon in Bayelsa State, Nigeria show that the marketing watermelon is profitable with monthly marketing margin and net return of N 16, and N 14, respectively. The variables price of watermelon, transport, age of respondents and storage significantly influence net returns of watermelon marketing [17]. The research results of tomato marketing in Ashanti Region, Ghana show that wholesalers have a higher margin of 99.7 percent, while the retailers have a margin of 75.4 percent [18]. Effisiensi of vegetable marketing in Peri urban Areas of Ogun State, Nigeria as an indication of the profit maximization motive of the marketers. Various marketing efficiency scores were computed for the selected indigenous vegetables, that are 10.85%, 3.88%, 5.27%, 2.54%, 5.32%, and 2.46% for ugu, tomato, okra, amaranthus, celocia and chocorus, respectively [19]. 1.2 Problem Formulation Based on the description on the background, can be formulated some problems as follows: 1. How is the marketing channel and institution of curly chili in Touure village? 2. How much the farmer s share and margin profit of trader on each marketing channel of curly chili in Touure village? 3. What is the marketing structure of each marketing channel of curly chili in Touure village? 1.3 Research Objectives The research objectives are: 1. To find out the marketing channels and institutions of curly chili of Touure village 2. To find out the part that are received by the farmer and trader and margin profit on each marketing channel of curly chili of Touure village. 3. To find out the structure of marketing s on each marketing channel of curly chili of Touure village. 1.4 Research Purpose The usefulness of this research are: (i) as information for farmers and trader to develop the marketing of curly chili in the research area and (ii) as recommendation for decision makers to improve curly chili marketing. 2.1 Place Of Research II. RESEARCH METHODOLOGY This Research Was Conducted in Touure Village, Tompaso Sub-district, Minahasa District, North Sulawesi, Indonesia (Figure 1), with the reason the curly chili farmers, collecting trader, inter-island-trader and retail trader can be

4 International Journal of Basic & Applied Sciences IJBAS-IJENS Vol:17 No:04 4 found in this village. Beside that, this village is a potential development area of curly chili in Tompaso district of Minahasa regency, North Sulawesi, Indonesia. 2.2 Sampling Method Purposive sampling method was used to select 10 curly chili farmers from 25 curly chili farmers, 10 retail traders, 5 collecting traders and 4 inter-island traders as sampel or informan in Touure villace. 2.3 Data Collection and Analysis Method The data collected in this study are qualitative and quantitative data. Data obtained through direct structured interviews to the farmers, traders and consumers and observasition to the market and faming of curly chili. Qualitative data analyzed by descriptive analysis and quantitive data analyzed by marketing margin analysis. The formula to calculate marketing margin is: M ji = C ij + л i... (1) or л i = M + C ij ji... (2) M ji = Ps i - Pb i... (3) Then the total marketing will be gained: M j = Σ M ji... (4) where: M j = total marketing margin M ji = at the marketing agency to - i Ps i = sales prices on the marketing agency to - i Pb i = The purchase price for the marketing agency to - i C ij = marketing s to implement the marketing function to - i by the marketing agency to -j π i = The profit of marketing agency to i margins consist of s to perform marketing functions and benefits of marketing agencies. High marketing margins do not necessarily indicate a high profit, depending on how much the s to be incurred marketing institutions to perform marketing functions [7]. To calculate the share received by each marketing agencies (share margin) used the formula that has been introduced by Tomek and Robinson [12]: SM = Pp Pk where: SM = Share (%) x 100%... (5) Pp = Price received by farmer or trader (Rp) Pk = Price paid by consumers (Rp) 2.5 Variables and Variable Measurements The variables measured in this research are: 1. s are s that incurred on marketing agencies in distributing curly chili from producer to endconsumer during Oktober to Desember 2016, consist of transport s, sorting, packing, depreciation of chili, depreciation of equipment and retribution that expressed in rupiah (Rp) per kilogram (kg). 2. The price of curly chili is price on every marketing agency or institution, ie price at farmer level, inter island trader, collecting trader, retail trader and consumer during Oktober to December 2016 that expressed in rupiah (Rp) per kg. 3. The volume of sales of curly chili, namely the number of curly chili marketed by farmers, inter-island traders, collecting traders and retail trader during Oktober to December 2016 that stated in kilogram (kg) III. 3.1 Institutions RESULTS AND DISCUSSION The curly chili marketing institution is the institutions that play a role in the marketing system of curly chili. The institutions that play a role in the chili marketing system in Touure village are: (i) farmers, (ii) inter island traders, (iii) collecting traders, (iv) retail traders (retailers) and (v) consumers. 1. Farmers The farmer is a producer of curly chili in Tompaso subdistrict. The results showed that farmers sell curly chili with several possibilities. First, the farmers can directly sell to the Retail traders in the market, namely Tompaso market, Kawangkoan market and Langowan market. Both farmers sell curly chili in the garden or at home to retail traders, collecting traders or inter island traders. The number of curly chilli farmers in Touure village is about 25 farmers with an average farming area is 0.5 ha. 2. Retail traders. The Retail trader is the person who sells the curli chili directly to the consumer, or the Retail merchant who buys the curly chili from the farmer or from the collecting trader merchant in Kawangkoan, Langowan, Manado and Ternate markets. In Touure Village there are 10 chili retail merchants. They sell curly chili in Langowan market and Kawangkoan market. 3. Collecting Trader

5 International Journal of Basic & Applied Sciences IJBAS-IJENS Vol:17 No:04 5 Collecting traders are traders who buy curly chili from farmers or from inter island traders. Transactions can be done at home or in the market. Furthermore, this collecting merchant sells the curly chili to the retail traders in the Manado market. In Touure Village there are 5 people who become collecting trader of curly chili. They sell curly chili in Manado city especially at Bersehati and Pinasungkulan market. 5. Consumer Consumers are people who buy curly chili, whether directly from farmers as retailer or from retail traders in market. Curly chili consumers are the residents that living around the Tompaso sub-district, Minahasa district, Manado city and the places near by Manado city. The biggest consumer of curly chili is the resident of Manado city and its surroundings. 4. Inter-Island Traders Inter-island traders are traders who buy the curly chili from farmers and then sell it to out of the region, such as Ternate, Ambon, Jayapura and Jakarta. There are 4 people who become Inter island traders of curly chilli. They buy not only curly chili but also aple tomatoes and other vetables in this village and surrounding villages. 3.2 Channel The marketing channel is a series of commercial institutions that passed by curly chili in the distribution from producers (farmers) to consumers. The research results show that the marketing channel of curly chili in Touure Village has 3 (three) variants (Table 1). Chanel Channel 3 Channel 2 Channel 1 Farmers Table I Curly chili marketing channel in Touure village, 2016 Wholesale Inter-island trader in Touure Village Collecting trader in Retail trader in Ternate Market Ternate Market and Surrounding Area Tompaso Market Source: Processed from observations and interviews, December Farmers sell curly chili to retail traders in Kawangkoan and Langowan markets. Sales by farmers can be done in the market or in the farmer's house / garden. Generally dealings with retail traders are done at home or farm farmers. 2. Farmers sell curly chili to collecting traders, collecting traders sell it to retail traders in Manado city, especially in Bersehati and Pinasungkulan market. Sales by farmers to collecting traders are done in the farmers home or in the farmers' garden. 3. Farmers sell curly chili to inter-island traders, inter-island traders sell it to collecting traders in Ambon island (Ambon city), Ternate island (Ternate city), Papua Island (Sorong city and Jayapura city) and Java Island (Jakarta city). Sales to inter-island traders are all done in farmers' homes or gardens. Sales by collect trader to retail traders are conducted in Ternate, Ambon, Sorong, Jayapura Papua and Jakarta markets. Market Bersehati, Pinasungkulan Kawangkoan Langowan Market Consumer in Ternate Market and Surrounding Area Market Bersehati, Pinasungkulan Kawangkoan Langowan Market The sales of curly chili by farmers directly to consumers is still very rare because the needs of local market is still very small. Consumers are still accustomed to eating chili pepper. Curly chili is much bought by consumers when the price of cayenne pepper is expensive or in other words curly chili as an alternative when the price of cayenne pepper in the market is very expensive. At a time when the price of curly chili is expensive, the traders come to the village directly to buy curly chili from the farmers. Gathering merchants directly sell to retail inter-island traders with the price of selling is the same as the price given by retail traders and collectors traders in Manado market. However the barometer of price of curly chili in North Sulawesi and it surrounding is Pinasungkulan and Bersehati market in Manado city. Relating to the marketing transportation of curly chili, the means of transportation is used i.e (i) motorcycles and cars for mainland, (ii) motor boat and ship for sea, and (iii) regular aircraft for air. The interesting thing is the inter island traders in this area often send or sell curly chili to out areas,

6 International Journal of Basic & Applied Sciences IJBAS-IJENS Vol:17 No:04 6 such as Jakarta, Ternate by plane. This is done when the price of curly chili in that place is expensive. In buying and selling transactions, especially in pricing, farmers have bargaining power when dealing with traders. This is because this commodity has been cultivated by few farmers. Not many farmers who grow chili because this business needs special skills and adequate capital. Even on many occasions the bargaining power of the farmer is greater than the buyer (trader), so that on many occasions the farmer determines the selling price. 3.3 margin is the difference between the price the farmer with the price at the level of marketing agencies. margin is a measurement tool to determine the level of efficiency of the marketing system curlychili. The results of research on buying and selling curly chili in Touure Village can be explained as follows (Table 2): 1. The average selling price of the farmer to the retail trader is Rp per kg, the average sales price retail traders to consumers is Rp per kg with an average marketing margin of Rp 3400 per kg. 2. The average sales price of the farmer to a collect trader is Rp kg and average sales price to the merchant traders retail is Rp per kg with an average marketing margin of Rp 3650 per kg. 3. Average sales prices farmers to inter-island traders is Rp per kg and an average sales price of inter-island trader to a collector on the island of Ternate Rp per kg with an average marketing margin of Rp 6900 per kg. Table II Average purchase price and sale price of curly chili of retail traders, inter-island traders and collecting traders in Touure Village, 2016 No Merchants/Trader Buy (Rp / kg) Sell (Rp / kg) (Rp / kg) 1 Retail Trader Collecting Trader Inter-islandTrader Source: Interview Result December, 2016 The price of curly chilli given by the farmer to the retailers' and dealer's merchants is the same. The price given by farmers to inter-island traders is greater than retail traders and inter-island traders because inter island traders only choose curly chili according to their standards, i.e. the fruit has length about 15cm to 20cm. Inter-island traders buying from farmers at relatively higher prices than collecting merchants are more due to, among others inter island traders only buying the best quality chili. The fruits of curly chili are defective, i.e there are insect bites and not slippery surfaces could not be sent to anather islands by plane or ship. This should be done so that the curly chili remained durable in the sense of not decay during the distribution. Delivery of curly chili by traders between islands to Ternate only takes one day and to Ambon only two days. A good quality remains red and looks fresh for up to two weeks after harvest. Especially for inter-island traders the transaction is done before delivery of goods. The collector traders in Ternate offer the purchase price of the chili critic, and if the purchase price of the chili critic by the collecting merchant does not benefit the inter-island trader, the delivery is not done, in the sense that the inter-island traders are selling it in the Manado market. 3.4 Famer s share and margin profit Based on tabel 3, the marketing channel that give the largest farmer s share is marketing channel 1, then followed by marketing channel 2 and channel 3, respectively 86.8%, 73.2%, 61.1%. The largest farmer's share occurs on marketing channel 1, when farmers sell their products directly to diluent traders in the Langowan and Kawangkoan markets. The lowest farmer s share occurs on marketing channel 3. This means that the longer the trading chain the smaller the share the farmer receives. It can also be shown from table 3, that although the largest share of farmer's share occurs in marketing channel 1 (the shortest channel), but the highest price of curly chili that receiver by farmers occurs in marketing 3. This means that the length of the marketing channel does not always determine the acceptance of the chili farmers

7 International Journal of Basic & Applied Sciences IJBAS-IJENS Vol:17 No:04 7 Table III price,, margin and profit on each marketing channel of curly chili in Touure Village, 2017 No 1 Channel 3 Channel 2 Channel 1 Cost Price Share Cost Price Share & & Cost & Description Description Marg (Rp/Kg Description Marg (Rp/Kg (%) (%) in ) in ) farmer level ,11 farmer level ,23 farmer level Price (Rp/K g) Share (%) , margin Profit collecting trader margin , , , , , ,84 8 Profit , retail trader margin , , ,99 12 Profit ,51 margin Profit at retail trader Profit consumer level , ,77 Pemasaran , , ,26 Profit , ,00 8, , , Price consumer level at Price consumer level at Source: Processed from the results of interview and oberservation, December 2016 It can be seen from the part received by the farmer (producer) it can be pointed out that the share received by farmers is 86.76% of the price paid by consumers on the marketing channel 2 (Langowan and Kawangkoan markets) on the two-tier marketing channel (market Bersehati and Pinasungkulan) the share received by farmers amounted to 73.23% of the price paid by consumers, and on the three level channel (Ternate market) the share received by the farmers amounted to 61.11% of the price paid by consumers (Table 3). Futurmore, the biggest profit margin is on marketing channel 1, namely retail traderstarder, followed by retail trader on marketing channel two and three, i.e 8.41%, 6.97% and 6.51% respectively. However, in terms of nominal profit margin, the opposite situation occurs, namely the biggest profit margin found on the inter-island trader (Rp2696 / kg) followed by the collecting trader (Rp2776), and retail trader in Ternate (Rp2528). These three marketing institutions are in marketing channel 3. It can be concluded that in the case of curly chili marketing in Touure village that marketing channel 3 is a marketing channel which is very profitable for the farmers of curly chili, then followed by marketing channel 2 and last marketing channel 1 or in other words sales of curly chili that most profitable for farmer sold to Inter-island trader. 3.5 structure The marketing structure of curly chili on each marketing channel in Touure village can be shown on Table 4, it can be shown that the largest total marketing s are on marketing channel 3 (Rp 8350), then on marketing channel (Rp 4196) and the smallest on marketing channel 1 (Rp 1259). The longer the marketing channel the greater the marketing. Judging from the marketing structure, it can be shown that the biggest marketing is depreciation followed by transportation (Table 4). The depreciation and transport s structure can be explained as follows: 1. On the marketing channel 1, the shrinkage is 3.47% of the consumer price or 71.80% of the total marketing s

8 International Journal of Basic & Applied Sciences IJBAS-IJENS Vol:17 No:04 8 and the transportation s of 0.77% of consumer price or 15.89% of total marketing s on this marketing channel. 2. On the marketing channel 2, the depreciation is 9.73% of the consumer price or 71.88% of the total marketing s and the transportation s is 2.74% of the consumer price or 20.26% of the total marketing s on this marketing channel. 3. On the marketing channel 3, the depreciation is 13.12% of the consumer price or 65.03% of the total marketing and the transportation s is 4.46% of the consumer price or 22.16% of the total marketing s on this marketing channel. While the of sorting, retribution, packing, and depreciation tools in the marketing of curly chili for all marketing channels are less than 1% of the price paid by consumers or less than 4% of the total marketing of curly chili. Although these marketing s are not too large but will still affect the sale price of curly chili to the consumer. Based on the description of the marketing structure of curly chili, it can be shown that the biggest marketing is depreciation and transportation. Both types of these s have a very significant effect on the amount of marketing s which further affect the sale price of curly chili to the consumer. To reduce depreciation s can be done by accelerating the process of shipping goods and or making special treatment for the fruit so that the shrinkage of curly chilli can be suppressed. Biside that it is needed the curly chili criteria that are sent to other island for example (i) more durable to be stored, (ii) more resistant to the damage and (iii) free from from decay and other diseases. Transport s can be reduced by selling large quantities or by combining items sold with other products, such as tomatoes, cabbage and eggplant. Thus transport s can be reduced. The emphasis on depreciation and transportation s of marketing of curly chili will reduce the level of sales price to consumers. In other words, consumers will buy cheaper. However the marketing of this curly chili is charged to the consumer. In terms of marketing efficiency of curly chili, it can be shown that the marketing channel 3 is 19.11%, the marketing channel 2 is 13.54%, and the marketing channel 1 is 4.83%. This shows that the marketing of curly chili in Touure village is efieien. According to Soekartawi [20] that marketing is said to be efficient if the marketing efficiency is less than 50%. This gives an indication that the curly chilli farmers have received optimal price from curly chili traders and consumers have been paying curly chili with the optimal price. Efficiency of marketing will be more efficient when the price of curly chili is more expensive than the price that occurred at the time of research. This is because the of depreciation, transport, sorting and retribution and tool depreciation is relatively constant. The efficiency of curly chili marketing leads to a perfectly competitive market. This is because many farmers planted curly chili and many chili merchants (retail traders, collecting trader, and inter-island traders) are ready to buy curly chili in Touure village. While it is clear that the most efficient market is when farmers immediately sell curly chili to the Langowan and Kawangkoan markets. The problem is that Kawangkoan and Langowan markets can not accommodate the production of curly chili Touure village. Curly chili must be sold outside the local market (through inter-island trader and collecting trader) to avoid the plunge price in the local market. Table IV The structure of marketing by marketing channel of chili critic in Touure village, 2016 Channel 1 Channel 2 Channel 3 Cost Cost / kg % Cost / kg % Cost / kg % Transport Sorting Cost Packing Storage Fruit Depreciation Tool Depreciation Retribution Total Source: Processed from the results of margin and analysis IV. CONCLUSIONS AND RECOMMENDATIONS 4.1 Conclusion 1. There are three marketing channels of curly chilli in Touure village. The first channel: farmers sell directly to retails trader in Langowan and Kawangkoan markets, second channel: farmers sell to collecting merchants then collecting merchants sell to retail traders in Pinasungkulan or Bersehati markets at Manado city, third channel farmers

9 International Journal of Basic & Applied Sciences IJBAS-IJENS Vol:17 No:04 9 sell to inter island traders in Ternate (Halmahera Island), Ambon (Ambon Island) and Jayapura (Papua Island), then inter-island traders sell to collecting merchants or to retail traders in Ternate, Ambon and Jayapura market. 2. Share the profit margin of each marketing channel, the largest share of farmer's share (86.76%) is in the first channel, when the farmer sells directly to the retail trader, and the largest marketing margin is in the inter island trader, Rp 6900 per kg (share margin (16.67%), the largest total marketing is in inter island traders, and the largest profit margin profit that traders receive is in the retail traders both in third channel, when the farmers sell to the inter-island trader and then they sell to collecting trader or retail trader in Ternate market. 3. structure for three marketing channels, ranging from the largest is the depreciation ( % of the price paid consumers or 65-72% of total marketing s), then followed by the of transport ( % of the price paid by consumers or 16-22% of total marketing s), while the sorting, retribution, packing and depreciation of appliances is less than 1% of the price paid by consumers or less than 4 % of total marketing s of curly chili. 4.2 Suggestions 1. The opening of the curly chili market to out region and the increasing of buyer number allows farmers to choose which marketing channels are most profitable to farmers. Salling curly chili to inter-island traders by farmer is marketing chanel that is more profitable. 2. To reduce depreciation s it is advisable to seek to create a higher quality product (not fast rot) and the best packing technique, among others giving the treatment for curly chili fruit so that the depreciation rate due to fruit damage can be suppressed. development of Minahasa region (North Sulawesi, Indonesia), strategy development of small enterprises in clove and jatropa curcas, doctoral these, Universite Paul Cezane Aix-Marseille III, Marseille, UE, [5] F. R. Tulungen, Competitive Intelligence for the regional development in Indonesia. Strategy for the development of clove small enterprises in Minahasa, North Sulawesi (Saarbrucken: Lambert Academic Publishing, 2012). [6] P. Kolter, management analisys, planning, implementasi and control (Salemba Empat Jakarta: Prentice- Hall, 1996). [7] A. Sudiyono, Pemasaran pertanian (Malang: UMM Press, 2004) [8] M. Daniel, Pengantar ekonomi pertanian (Jakarta: Bumi Aksara, 2002). [9] J. Hutauruk, Tata Niaga Hasil Pertanian, (Medan: UNIKA, 2003). [10] W.H. Limbong dan P. Sitorus, Pengantar Ekonomi Pertanian (Jakarta: LP3S, 1985). [11] A.M.Hanafiah dan A.M. Saefuddin, Tataniaga hasil perikanan (Jakarta: UI Press 1986). [12] E.W.Tomek dan K.L. Robinson, Agriculture product price (London: Cornell University Press Ithaca, 1985). [13] A. H. Alang dan H. K. Suwarsina, Sistem tataniaga kedelai di desa Cipeuyeum, kecamatan Haurwangi, kabupaten Cianjur, Jurnal Manajemen & Agribisnis, 10(3), 2013, [14] A. Linawarti, Analisis saluran tataniaga beras di wilayah kecamatan Singosari kabupaten Malang. JES, 7(1), 2015, [15] A.D. Yuprin, M. Ismail dan C. F. Ananda, Analisis pemasaran karet di kabupaten Kapuas, Wacana, 12(3), 2009, [16] T. Yuniarti, U. Burhan dan M. M. Mustadjab, Efisiensi pemasaran jambu mete di kabupaten Lombok Barat (studi kasus di sentra produksi bayan). Wacana, 12(1), 2009, [17] K. P. Ebiowei, margin and determinants of net return of watermelon marketing in Yenagoa Metropolis of Bayelsa State, Nigeria, Journal of Experimental Biology And Agricultural Sciences, 1(4), 2013, [18] C. A. Wongnaa, S. O. Mensah, A. Ayogyam, L. Asare-Kyire, Zu K. S. Anthony, Economics of tomato marketing in Ashanti region, Ghana, RJOAS, 2(26), 2014, [19] S. U. Isitor, A. O. Otunaiya & J. O. Iyanda, Efficiency of vegetable marketing in Peri-Urban areas of Ogun State, Nigeria, Journal of Agricultural Science, 8(3), 2016,.. [20] Soekartawi, Prinsip dasar manajemen pemasaran hasil- hasil pertanian (Jakarta: PT Raja Grafindo Persada, 2002). 3. The price of curly chili is quite expensive, farmers are recommended to plant curly chili. 4. For research agenda, it is necessary to conduct a research on structure analysis of curly chili in Tompaso district. REFERENCE [1] S. Sulandari Karakterisasi Biologi, Serologi dan Analisis Sidik Jari DNA Virus Penyebab Penyakit Daun Keriting Kuning Cabai, doktoral diss., Program Pascasarjana IPB, Bogor, Ind., 2004). [2] A. A. Nawangsih, H. Purwanto dan W. Agung, Budidaya cabai hot beauty Jakarta: Penebar Swadaya, 1999) [3] F. R. Tulungen, Analisis pemasaran tomat apel di desa Touure, Minahasa, Imparsial 1(1), 2016, [4] F. R.Tulungen, Aplication of competitive intelligence for Fig. 1. Touure Village, Minahasa District, North Sulawesi, Indonesia, and Its Surrounding