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.
ABSTRAKAkar wangi memiliki nilai ekonomis tinggi karena dapat diproses menjadi produk olahan, seperti minyak atsiri dan produk kerajinan. Permintaan dan harga minyak atsiri meningkat sejak tiga tahun terakhir. Harga minyak atsiri tahun 2017 mencapai Rp. 4.000.000,-per kg. Kondisi ini mendorong petani untuk kembali melakukan budidaya akar wangi di lahan mereka. Area produksi akar wangi terbesar Indonesia berada di Kabupaten Garut. Kabupaten ini menyumbang 90 persen produksi akar wangi Indonesia. Terdapat enam kecamatan di Kabupaten Garut yang merupakan sentra produksi akar wangi. Penelitian ini dilaksanakan di empat kecamatan, yaitu Cilawu, Samarang, Bayongbong, dan Leles. Tujuan penelitian ini adalah menganalisis rantai nilai pemasaran akar wangi dan melihat struktur serta perilaku pasar. Metode penelitian menggunakan rantai nilai Porter. Struktur pasar membahas konsentrasi pasar dan hambatan masuk, sedangkan perilaku pasar melihat aktivitas lembaga pemasaran pada tiga fungsi pemasaran. Hasil penelitian menunjukkan struktur pasar akar wangi terkonsentrasi lemah dengan nilai 0,05 dan tidak ada hambatan masuk dengan nilai 5 persen. Lembaga pemasaran akar wangi melakukan fungsi-fungsi pemasaran (pertukaran, fisik, dan fasilitas) dan terdapat enam saluran pemasaran dari petani hingga konsumen. Tidak ada pelatihan dan pengembangan yang didapatkan pelaku usaha, kecuali pada sektor industri kerajinan akar wangi.