THE ANALYSIS OF MARKETING EFFICIENCY “MELINJO” IN KEBUMEN CENTRAL JAVA
WIDODO, ARIS SLAMET
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The purpose of this research were determine the marketing channels, costs, advantage, margin, and the level of marketing efficiency melinjo in Kebumen. The respondent is done by simple random sampling as many as 30 farmers. Beside the snowball method is used to get two brokers, three traders, two wholesalers, one outside area wholesalers, seven retailers and one retailer outside the region. Analysis of marketing channels melinjo in Kebumen is descriptive. The marketing efficiency of melinjo analyzed with the farmer's share and the ratio of cost to value product. There are seven patterns melinjo marketing channels. The highest marketing costs on the channel I and channel IV it is because through many marketing agencies. While the lowest marketing cost is VI channel because just past the sole marketing agents. Margin and the biggest marketing advantage in the channel I and the smallest is the channel VI. As for the marketing efficiency, VI channel is a channel that has the highest level of efficiency in terms of indicators of famer's share and the ratio of costs to the value of the product.