ANALISIS SALURAN PEMASARAN SALAK PONDOH (Salacca zalacca var pondoh) DI DESA PRONOJIWO KECAMATAN PROONOJIWO KABUPATEN LUMAJANG

Obstacles to the marketing of agricultural commodities, mainly from the aspect of marketing efficiency, are price volatility, many marketing agencies involved and disproportionate marketing costs and inter-agency profits. This study aims to analyze the pattern of marketing channels and marketing efficiency of salak pondoh in Pronojiwo Village, Lumajang Regency. The research location is in Pronojiwo Village, Pronojiwo District, Lumajang Regency. The research was conducted in January 2023. The research method used a survey method and the locations were chosen deliberately. Farmer level sampling technique using snowball sampling at marketing institutions totaling 33 people. This study uses primary data and secondary data. The results showed that there were three patterns of clove marketing channels, namely marketing channel I: Farmers - Middlemen - Wholesalers - Wholesalers - Consumers. Marketing channel II: Farmers - Middlemen - Collectors - Consumers. Marketing channel III: Farmers - Collectors - Consumers. The value of marketing margin I is 3,111, marketing margin II is 800, marketing margin III is 2,167. The value of farmer' share in marketing channel I is 146%, marketing channel II is 139% and marketing channel III is 3%. The value of marketing efficiency I was 21%, marketing channel II was 1.94% and marketing channel III was 37%. The most efficient marketing channel research result is marketing channel III because it has an efficiency value of less than one.