| dc.description.abstract | Chrysanthemum is one of cut flower that contribute highest production in Indonesia. From 2008 until 2012, chrysanthemum production has been increased from 101 777 126 to 397 651 571 stalks. The purpose of this research is to analyze marketing channels, marketing institutions, marketing functions, marketing structures, marketing conducts and marketing channel efficienct based on marketing margin, farmer’s share and profit ratio against cost. Observation and interview were conducted to farmers through random sampling technique then the next marketing institution using snowball sampling. The result of this research shows that chrysanthemum marketing in Cugenang consist of four channels with marketing institute consist of middleman and wholesalers. Highest profit can be achieved by farmers when using marketing channel III, the profit achieved by farmers is Rp473.00/stalk. Highest margin value also achieved on marketing channel III, that is Rp1 313.00/stalk. Marketing channel II is the one that have highest farmer’s share, that is 54.57 percent. Higher farmer’s share value compared to other marketing channel means that channel have higher efficiency compare to other channel operationally | en |
