SALURAN PEMASARAN SEMANGKA DI JORONG KAMANG MAKMUR KECAMATAN KAMANG BARU

Abstract

This study aims to analyze marketing channels, marketing costs, marketing margins, and the share of watermelon commodity farmers in Jorong Kamang Makmur, Kamang Baru District. The location was chosen purposively because watermelon cultivation is still limited in this area. The study was conducted on November 11-12, 2024, using a simple random sampling method with primary data collection through interviews and online surveys, as well as secondary data from related literature. The analytical method used is descriptive qualitative analysis to describe the marketing channels and quantitative analysis to calculate marketing margins and farmer shares. The results show that the watermelon marketing channel uses a two-level channel: Farmers → Collectors → Retailers → Consumers, with prices of Rp 6,000/kg, Rp 8,000/kg, and Rp 10,000/kg, respectively. The total marketing margin obtained is Rp 4,000/kg with a total marketing cost of Rp 222/kg. The farmer's share is 60%, indicating that watermelon marketing in this area is classified as efficient because the percentage of the farmer's share is ≥60%.