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All Journal Martabe : Jurnal Pengabdian Kepada Masyarakat JURNAL AGRIBISAINS Indonesian Journal of Animal Agricultural Science (IJAAS) Jurnal Abdimas Bina Bangsa Journal of the Community Development in Asia Journal of International Conference Proceedings
Maga, La
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Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Marketing Analysis of Bird's Chili in Kehiran Village East Sentani District Jayapura Regency Maga, La; Rusianti, Anita; Iwo, Lidiah Tereda; Sepang, Secilia Vanesa; Waroi, Heldo Mariche; Senik, Demas
JURNAL AGRIBISAINS Vol. 12 No. 1 (2026): Jurnal AgribiSains
Publisher : Universitas Djuanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30997/jagi.v12i1.24466

Abstract

The length of the marketing channel will determine farmers' profitability, resulting in high marketing margins at the trader level, low prices received by farmers (farmer's share), and high accumulated marketing costs. This also leads to low marketing efficiency. The purpose of this study is to analyze the marketing of cayenne pepper which includes: marketing channels; marketing margin, total margin, and marketing profit; farmer share; and marketing efficiency. This research was conducted in Kehiran Village, East Sentani District, Jayapura Regency. The data used in the study is quantitative data, obtained through interviews with 20 cayenne pepper farmers, 2 respondents with wholesalers, 3 respondents with collectors, and 5 respondents with retailers. Data analysis in this study uses a quantitative descriptive approach. Based on the analysis results, cayenne pepper marketing consists of three marketing channels. Marketing channel III has the highest total margin, because it consists of three marketing institutions: collectors, wholesalers, and retailers. The highest farmer share occurred in marketing channel I, at 63.64%, as farmers sell their harvest directly to retailers. Marketing channels I, II, and III are still considered efficient, with efficiency values ​​<50%. However, the longer the marketing channel, the higher the marketing costs of cayenne pepper in Kehiran Village. In marketing activities, the government should establish a farming cooperative to accommodate farmers' harvests. Furthermore, the cooperative will play a role in distributing agricultural products to retailers in Sentani City. This is done to improve the marketing efficiency of agricultural products, especially cayenne pepper.
Co-Authors Abdul Rizal Angraeni, Fasya Antoh, Agustina Ester Asso, Penius David Oscar Simatupang Ginting, Nina Maksimiliana Iwo, Lidiah Tereda Matuan, Fetronela Maurids Ortisan Howay, Frids Mulyono, Herlina Irianti Pisi Bethania Titalessy Rachmaeny Indahyani Redu, Silas T Rusianti, Anita Senik, Demas Sepang, Secilia Vanesa Stephanny Inagama Timisela, Stephanny Inagama Suriani, Wa Ode Tereda Iwo, Lidiah Waroi, Heldo Mariche