Fira Amallia

Program Studi Agribisnis, Fakultas Pertanian, Universitas Jember, Jember

*Ratih Apri Utami

*Program Studi Agribisnis, Fakultas Pertanian, Universitas Jember, Jember

Yuli Hariyati

Program Studi Agribisnis, Fakultas Pertanian, Universitas Jember, Jember

Rizky Yanuarti

Program Studi Agribisnis, Fakultas Pertanian, Universitas Jember, Jember

DOI: https://doi.org/10.19184/jsep.v18i3.53690 

ABSTRACT 

Organic dragon fruit cultivation in Jember Regency is the Superior Farmer Partner Association. This association is a place to market organic dragon fruit to marketing institutions involved in marketing channels. Sample of marketing institutions using snowball sampling. This study uses two methods, namely descriptive and analytical methods. The results of the analysis show that 1) There are three marketing channels involved in marketing organic dragon fruit in the Superior Farmer Partner Association of Jember Regency. 2) The marketing functions of organic dragon fruit in the Superior Farmer Partner Association of Jember Regency are different. On the association side, it has marketing functions such as sales, purchases, transportation, packaging, risk, payment, sorting, market information 3) The marketing margin of organic dragon fruit in the Superior Farmer Partner Association of Jember Regency in local marketing has a high margin value, while for the export market it has a low margin value. 4) The efficiency of marketing organic dragon fruit in the Superior Farmer Partner Association of Jember Regency in local marketing is not yet efficient, namely having a value of 10.67% and 10.89%. However, for efficient export marketing it has a value of 6.80%.

Keywords: dragon fruit, channel, marketing function, marketing margin, marketing efficiency.

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