<![CDATA[This study aims to analyze the marketing efficiency and dynamics of beef consumer behavior before and during the Foot and Mouth Disease (FMD) outbreak in Aceh Besar Regency and Banda Aceh City. The approach used is descriptive-quantitative with an integration of qualitative analysis to gain a contextual understanding of socio-economic changes in the beef agribusiness sector. Primary data were collected through structured interviews with 60 respondents consisting of traders and consumers in traditional markets, while secondary data were obtained from government agencies and relevant scientific publications. The results show that the marketing efficiency value during FMD reached 0.08. In terms of consumer behavior, there was a significant shift in purchasing frequency and preferences, where consumers were more selective about the types of meat cuts with a high level of awareness of food safety. Overall, these results indicate that the FMD outbreak not only affected the structure of market efficiency but also drove a transformation in beef consumption behavior as a form of adaptation to economic pressures and animal health risks. The FMD outbreak in Aceh has also led to a narrowing of the beef distribution channel from a multi-level system to a direct channel between farmers, traders, and consumers. Restrictions on livestock movement through regional regulations and animal health policies have implications for reducing trade volume, marketing efficiency, and trader profit margins.]]>
