Analisis Efisiensi Pemasaran Anggrek Potong Vanda douglas di Desa Rawakalong, Kecamatan Gunung Sindur, Kabupaten Bogor

Abstract

Vanda douglas Orchid has a good business prospect in Bogor, but its farmer’s share is relatively low. The aim of this study that is conducted in Rawakalong Village is to identify the efficiency of marketing system. This research used both qualitative and quantitative marketing analysis. The method used to select the respondents was purposive sampling with total result 20 people. The method used to select the marketing institutions was snowball sampling. The result showed that there were 4 marketing channels formed with different channels, institutions, functions, and market conduct. Three parameters that were used on the marketing operational efficiency analysis were the sum of marketing margin, farmer’s share and benefit-cost ratio which showed that channel IV (farmers wholesaler consumers) was relatively more efficient.