Kinerja Lembaga Pendukung Pemasaran Pala dan Turunannya di Kota Ambon

Abstract

This study aims to analyze the performance of marketing institutions in strengthening nutmeg businesses and their derivatives in Ambon City. This study uses a qualitative descriptive method with a case study approach. The respondents to the study were 60 people, consisting of farmers and traders who have been in the nutmeg business for more than five years. The results of the study show that the nutmeg marketing chain in Ambon City is very short, with the main channel from farmers to large collectors. Derivative products such as nutmeg juice are managed by women's business groups, and most (80%) are exported directly to overseas. Marketing institutional performance is assessed from six aspects, namely economic efficiency, institutional effectiveness, fairness and inclusivity, product quality, sustainability, and competitiveness and innovation. Overall, the average institutional performance reached 70.14% in the good category. The variable with the highest value was institutional effectiveness (83.33%), indicating the existence of price transparency and efficient marketing channels, although farmers' access to export markets is still limited. On the other hand, the sustainability aspect (55%) is the lowest, due to the low involvement of the younger generation and weak long-term institutional support