@misc{eprints60383,
           month = {Maret},
           title = {SISTEM PEMASARAN CABAI MERAH DI DESA MARGOTOTO
KECAMATAN METRO KIBANG KABUPATEN LAMPUNG TIMUR},
          author = {1754131019 Hengki Tandayu },
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS PERTANIAN},
            year = {2022},
             url = {http://digilib.unila.ac.id/60383/},
        abstract = {Penelitian ini bertujuan untuk menganalisis saluran pemasaran, margin
pemasaran, farmer?s share, dan ratio profit margin. Metode penelitian ini
adalah metode survey. Penelitian ini menggunakan metode analisis S-C-P
(Structure-Conduct-Perfomance), analisis saluran pemasaran, margin
pemasaran, farmer?s share, dan ratio profit margin. Pengumpulan data
dilakukan pada bulan April 2021 sampai Mei 2021. Saluran pemasaran cabai
merah ada 2 yaitu, saluran I petani-pengecer-konsumen, sedangkan saluran II
petani ? tengkulak - pedagang besar ? pengecer ? konsumen. Margin
pemasaran cabai merah di Desa Margototo Kecamatan Metro Kibang
Kabupaten Lampung Timur pada saluran I sebesar Rp9.000,00/ kg sedangkan
pada saluran II sebesar Rp3.000,00/kg. Farmer share pemasaran cabai merah
di Desa Margototo Kecamatan Metro Kibang Kabupaten Lampung Timur pada
saluran I sebesar 50\% sedangkan pada saluran II sebesar 56\%, semakin tinggi
share produsen semakin baik. RPM (Rasio Profit Margin) pemasaran cabai
merah di Desa Margototo Kecamatan Metro Kibang Kabupaten Lampung
Timur pada saluran I sebesar 17,66\% sedangkan pada saluran II sebesar 0,59\%
? 0,76\%. Saluran pemasaran II cukup efisien, meskipun terdapat 3 lembaga
pemasaran yang menghalangi arus cabai merah ke konsumen, karena nilai
rasio profit margin pada setiap lembaga pemasaran cukup merata.
Kata kunci: sistem pemasaran, margin pemasaran, S-C-P, RPM, farmer?s share.

This study aims to analyze marketing channels, marketing margins, farmer's share,
and profit margin ratio. This research method is a survey method. This study uses
the S-C-P (Structure-Conduct-Perfomance) analysis method, marketing channel
analysis, marketing margin, farmer's share, and profit margin ratio. Data
collection is carried out from April 2021 to May 2021. There are 2 marketing
channels for red chili, namely, channel I farmers-retailers-consumers, while
channel II is farmers - middlemen - wholesalers - retailers - consumers. Red chili
marketing margin in Margototo Village, Metro Kibang District, East Lampung
Regency. In channel 1 it is Rp. 9.000,00/kg, while channel 2 is Rp. 3,000.00/kg.
Farmer's share of red chili marketing in Margototo Village, Metro Kibang District,
East Lampung Regency in channel 1 is 50\% while in channel II it is 56\%, the
higher the share of producers, the better. The RPM (Profit Margin Ratio) of red
chili marketing in Margototo Village, Metro Kibang District, East Lampung
Regency on channel 1 is 17.66\% while on channel II it is 0.59\% - 0.76\%.
Marketing channel 2 is quite efficient, even though there are 3 marketing
institutions that block the flow of red chilies to consumers, because the profit
margin ratio in each marketing agency is quite evenly distributed.
Keywords: marketing system, marketing margin, S-C-P, RPM, farmer's share.}
}