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Penelitian ini bertujuan : (1) mengetahui efisiensi tataniaga beras di Kota Bandar Lampung , (2) mengetahui mekanisme penentuan harga beras di tingkat konsumen Kota Bandar lampung, (3) faktor penyebab tingginya harga beras di tingkat konsumen di Bandar Lampung berdasarkan marjin pemasaran. Penelitian ini menggunakan metode survei dengan Snowball sampling. Penentuan daerah sampel secara purposive, yaitu di Pasar Tugu dan Pasar Panjang, Kota Bandar Lampung. Jumlah responden keseluruhan 55 orang, terdiri dari pedagang pengumpul 5 orang, penggilingan 4, pedagang besar 12 orang dan pedagang pengecer 34 orang. Pengumpulan data dilakukan melalui wawancara kepada responden dengan menggunakan daftar pertanyaan. Data dianalisis dengan tabulasi sederhana. Hasil penelitian menunjukkan bahwa: 1) tataniaga beras di Kota Bandar Lampung tidak efisien dikarenakan penggilingan mendapatkan keuntungan lebih besar dari lembaga lainnya serta nilai RPM tidak menyebar merata, 2) mekanisme penentuan harga jual beras di Bandar Lampung menggunakan metode cost-plus pricing, pendekatan biaya, yaitu kombinasi keuntungan dan biaya dari semua lembaga pemasaran beras, dan 3) berdasarkan analisis marjin pemasaran, tingginya harga beras tingkat konsumen di Bandar Lampung disebabkan oleh biaya pengangkutan yang tinggi sebesar 49,6%. Kata kunci : Analisis Marjin, Biaya Pemasaran, Harga Beras, Marjin Pemasaran, Penggilingan, Tataniaga Beras. ABSTRACT This study aims to: (1) determine the efficiency of the rice distribution chain in the Bandar Lampung city, (2) determine the mechanism of determining the rice price at consumer level of Bandar Lampung city, (3) factors causing the high price of rice at consumer level in Bandar Lampung city based marketing margins. This study used survey method with snowball sampling. Determination of areas with purposive sample, in Tugu Market and Long Market, the city of Bandar Lampung. The overall number of respondents 55 people, consisting of traders 5 people, 4 mills, 12 wholesalers and retailers 34. Data collected through interviews with respondents using questionnaires. Data were analyzed by simple tabulation. The results showed that: 1) distribution chain of rice in the Bandar Lampung city is inefficient due to milling benefit is greater than the other institutions as well as the value of RPM is not spread evenly, 2) the mechanism of determining the selling price of rice using the cost-plus pricing method, with cost approach , which is a combination of benefits and costs of all marketing institutions, and 3) based on the analysis of marketing margins, the highest of rice price at consumers level in Bandar Lampung caused by high transportation costs as big as 49,6%. Keywords : Distribution Chain, Margin Analyzed, Marketing Expenditure, Marketing Margin, Rice Mill, Rice Price.
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