ANALYSIS OF GREEN BEAN SPROUT MARKETING EFFICIENCY IN PUNIA VILLAGE, MATARAM CITY

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INTRODUCTION
Indonesia is an agrarian country, where the majority of its population earns a living in agriculture or farming. The country is rich in natural resources that can be utilized to meet the daily needs of its people, especially food resources that are essential for the society. The available land can be utilized to cultivate agricultural products, fulfilling the basic food needs of the Indonesian people. Given the abundance of natural resources, Indonesia has the potential to prosper and adequately meet the food needs of its entire population. Though not fully achieved, agriculture remains one of the tangible sectors that significantly contribute to the economic well-being of its inhabitants (Warsani, 2013).
Green bean (Vigna radiata L.) is one of the widely known leguminous crops in tropical regions. As a member of the legume family (Fabaceae), this plant has numerous benefits in daily life, serving as a high-protein food source and supporting the growth of small to mediumsized industries. In Indonesia, green beans rank third in importance among Leguminoseae or leguminous plants, following soybeans and peanuts (Hakim, 2021).
According to data from the Central Statistics Agency, the total green bean production in Indonesia in 2017, spanning across 34 provinces, amounted to 241,334 tons. West Nusa Tenggara (NTB) held the fourth position with a production of 14,257 tons of green beans (Central Statistics Agency, 2019). However, this production figure is not insignificant. It indicates a high consumer demand for green bean processing in NTB, with a demand of 27,074 tons (Central Statistics Agency NTB, 2020).
Punia Village is situated in Mataram, NTB, and serves as a central location in Mataram City, allowing possibilities for various community activities, including productive economic activities, home industries, offices, trade, and services. The residents of Punia engage in household businesses characterized by the local economy, where the production is limited. Punia Village is one of the locations for the production of green bean sprouts or "taoge kacang hijau" agroindustry. Sprouts are commonly used as food and are favored by the people of NTB. Thus, there is significant market potential for green beans, making this research directly contribute to addressing the demand in the market.

METHODS
In this research, the method used is a quantitative descriptive method, which aims to solve current problems by collecting data, analyzing, and drawing conclusions as well as interpreting the results (Musfirah, et al., 2022). The data collection techniques used are surveys and interviews, where data is collected from a number of individuals (sampling units) using a pre-arranged list of questions (questionnaire) (Ridwan, 2007).
In analyzing the marketing cost margin, the first problem is identified using a descriptive method. Meanwhile, for the second problem identification, the analysis method used is calculating the percentage of margin (Share Margin), which is calculated as the ratio between the price received by the Green Bean Sprouts Agroindustry and Traders (PP) and the price paid by the end consumers (PK).
Furthermore, the analysis for the identification of the third problem is done by calculating the marketing margin for each institution. The marketing margin is calculated as the difference between the price at the consumer level (Pr) and the price at the Green Bean Sprouts Agroindustry level (Pf) (Widiastuti, 2013).
Lastly, to identify the third problem, the analysis of marketing efficiency is conducted using the marketing efficiency formula (Ep), which is calculated as the ratio of marketing costs to the value of the products marketed, then expressed in percentage (Roesmawaty, 2011). Marketing efficiency is assessed based on specific criteria, namely efficient if Ep falls within the range of 0-33%, less efficient if it falls within the range of 34-67%, and inefficient if it falls within the range of 68-100%. Soekartawi (1995) also states that efficient marketing efficiency can be achieved if marketing costs are lower than the value of the products marketed, thus making marketing more efficient.
Meanwhile, the criteria for trade efficiency according to Soekartawi (2002) state that marketing efficiency does not occur if marketing costs increase and the value of products marketed is not too large. However, marketing efficiency can be achieved if marketing costs can be reduced so that marketing profits increase, and the percentage difference in prices paid by consumers and the Green Bean Sprouts Agroindustry is not too high.
By using various analysis methods, it is hoped that this research can provide a deeper understanding of marketing cost margins and marketing efficiency in the Green Bean Sprouts Agroindustry, and offer valuable recommendations for improvement and development in the marketing sector.

CONCLUSION
Based on the research findings, it can be concluded that Punia Village in Mataram City has two efficient marketing channels for green bean sprouts. The first channel involves the Agroindustry directly supplying to retailers, who then sell to consumers. The second channel includes an intermediate step where the Agroindustry supplies to collectors, who then distribute to retailers, and finally reach the consumers. Both channels have been found to be efficient in their operations.
Upon further analysis, it was observed that Marketing Channel 1 stands out for its smaller marketing margin, indicating a fairer distribution of profits among the involved parties. Additionally, Marketing Channel 1 has a shorter length and a higher percentage within the channel, making it the most efficient among the two channels in Punia Village.