Analisis Saluran Pemasaran dan Margin Pemasaran Bunga Potong Krisan (Chrysanthemum L) di Kecamatan Sukaraja

Abstract

This research aims to identify marketing channels and margins for cut chrysanthemum flowers in Sukaraja District. The method used is quantitative descriptive analysis with Purposive Sampling techniques used to select relevant key respondents, while Snowball Sampling is used to expand the number of respondents through recommendations from initial respondents. The research results show that there are three marketing channel patterns in Sukaraja District. The first channel pattern includes: producers, distributors and final consumers (decorators). The second channel includes: manufacturer, retail and final consumer. The third channel includes: manufacturers, distributors, retailers and final consumers. These three marketing channel patterns show differences in marketing margins. In the first channel, the marketing margin is IDR. 7,000; on the second channel, Rp. 6,000; and on the third channel, Rp. 9,000. The margin difference between distributors is Rp. 4,000 and at retail it is Rp. 5,000.

Keywords: chrysanthemum; marketing channels; marketing margin