MARKETING ANALYSIS OF SHALLOT FARMERS’ PRODUCTS: A MULTIPLE LINEAR REGRESSION APPROACH TO MIDDLEMAN DEPENDENCE IN PACET DISTRICT, MOJOKERTO REGENCY
Mega Darmi Novita1, Soesanto2, Dimas Ganda Permana Putra3, Zenita Afifah Fitriyani4
Abstract
Shallots (Allium ascalonicum L.) are a strategic horticultural commodity with high economic value and an important role in national food security. However, farmers in Pacet District, Mojokerto Regency, still face structural problems in the marketing system controlled by middlemen, resulting in weak bargaining positions and low incomes. This study aims to analyze the factors that influence the income of shallot farmers, particularly their relationship with dependence on middlemen. The research method used is a quantitative approach with multiple linear regression analysis (Ordinary Least Squares). Primary data were obtained from 30 respondents through interviews and structured questionnaires. The independent variables include production (X₁), average selling price (X₂), and dependence on middlemen (X₃), while farmer income (Y) is the dependent variable.
The results showed that the regression model was statistically significant at the 95% confidence level, with an R² value of 0.861. Production variables (β = 0.527; p < 0.001) and average selling price (β = 0.384; p = 0.001) had a positive and significant effect on farmer income. Conversely, dependence on middlemen (β = –0.291; p = 0.006) had a significant negative effect. This means that the higher the farmer’s dependence on middlemen, the lower their income.
This study emphasizes the need for strategies to increase farmer capacity through institutional strengthening, access to formal financing, and cooperative-based or digital marketing systems. This can reduce structural inequalities in the supply chain and sustainably improve the welfare of shallot farmers.