EFISIENSI PEMASARAN TELUR AYAM RAS DI KECAMATAN LABUAPI LOMBOK BARAT

Abstract

The survey research aims to determine the pattern, margin, and marketing efficiency of broiler eggs in Labuapi District, West Lombok for 3 months from September to November 2020. Three groups of respondents were selected as samples of breeders, wholesalers and retailers who were selected using the purposive method. sampling. Primary data was collected through interviews, the results of which were processed by margin analysis and questionnaire results were processed using Microsoft Ecxel, while secondary data consisted of marketing information from farmers and traders. The data collection method was carried out by means of quantitative data analysis through the calculation of margins and breeder share values, a qualitative approach was carried out and analyzed descriptively. The results showed that the marketing channel pattern that occurs in the marketing of broiler eggs in Labuapi District for grades AA and A has 2 types of marketing channels, namely Pattern I: breeders - collectors - retailers - end consumers, Pattern II: breeders - wholesalers (wholesale). ) - middle traders - traditional markets/ stalls - end consumers. The marketing efficiency of broiler eggs in Labuapi District is based on the calculation of the highest margin and farmer share, which is found in the type I channel which uses marketing institutions of breeders - collectors - retailers - end consumers.

Keywords: broiler eggs, marketing channel, marketing efficiency, marketing margin