Analisis Perbandingan Saluran Pemasaran Cabai Rawit melalui Pasar Lelang dan Saluran Lain pada Kecamatan Turi Kabupaten Sleman

Abstract

Turi District is one of cayenne pepper production areas in Sleman Regency. The marketing of Cayyene Pepper is interesting to study especially after the chili auction market was established in Sleman Regency in 2018. Therefore, this study aims to compare the marketing of cayenne pepper through the auction market marketing channel with other marketing channels in Sleman Regency based on marketing margin, farmer’s share, and profit ratio to marketing cost. The data collection methods were purposive sampling method applied on farmers and snowball sampling method applied on marketing organization. The results showed that were five kinds of Cayenne Pepper marketing channels in Turi District with two marketing channels through the auction market. The channel through the auction market has a larger sales volume and facilities that make it easier for farmers, such as providing close gathering points and providing production facilities for farmers. Marketing channel through the wholesaler has a higher purchase price at the farmer level than the auction market.