<![CDATA[Abstrak Salah satu tanaman buah yang mempunyai nilai ekonomi tinggi adalah produksi stroberi. Penelitian ini bertujuan meneliti saluran distribusi pemasaran stroberi dari petani di Kecamatan Baturiti sampai ke konsumen akhir serta meneliti margin penjualan yang didapatkan pada setiap distribusi. Penelitian ini dilaksanakan antara bulan September dan Oktober 2022. Metode analisa data penelitian ini ialah kuantitatif dan kualitatif, khususnya deskriptif dan matematis. Sementara analisis matematis memberikan perhitungan kuantitatif margin pemasaran, margin keuntungan, dan efektivitas pemasaran, analisis deskriptif memberikan gambaran kualitatif tentang format distribusi pemasaran stroberi. Populasi yang diteliti yakni petani, pengepul, pedagang pasar dan konsumen yang totalnya 40 responden. Terdapat 3 jalur distribusi buah stroberi di Kecamatan Baturiti, Kabupaten Tabanan dari petani di Kecamatan Baturiti hingga ke konsumen akhir yaitu Jalur I (Petani – Pengepul – Pedagang Pasar Tradisional/Modern – Konsumen), Jalur II (Petani – Pengepul – Hotel/Restoran), Jalur III (Petani – Pengepul – Pabrik Pengolahan Stroberi). Margin pemasaran dan margin keuntungan disetiap jalur distribusi buah stroberi di Kecamatan Baturiti, Kabupaten Tabanan dari petani di Baturiti hingga ke konsumen akhir yaitu pada jalur I margin pemasaran Rp 10.000,00/kg dan margin keuntungan senilai Rp 5.875,00/kg, Jalur II margin pemasaran senilai Rp 13.000,00/kg dan margin keuntungan senilai Rp 8.875,00/kg, Jalur III margin pemasaran senilai Rp 13.000,00/kg dan margin keuntungan senilai Rp 9.250,00/kg. Abstract One of the fruit crops with a high economic value is strawberry production. The purpose of this study is to identify the strawberry marketing distribution channels from Baturiti District farmers to final consumers and to compute the marketing margin attained in each distribution channel. This research was carried out in September-Oktober 2022. This research used a qualitative and quantitative data analysis research method, namely using descriptive and mathematical analysis. Descriptive analysis is used to describe qualitatively the from of marketing distribution of strawberries while mathematical analysis is used to calculate marketing margins, profit margins and marketing efficiency quantitatively. The populations observed were farmers, collectors, market traders and consumers totaling 40 respondents. There are 3 distribution channels for strawberries in Baturiti District, Tabanan Regency, from farmers in Baturiti District to final consumers namely Line I (Farmers – Traders – Traditional/Modern Markets Traders – Consumers), Line II (Farmers – Collectors – Hotels/Restaurans), Line III (Farmers – Collectors – Strawberry Processing Factory) Marketing margins and profit margins on each strawberry distribution channels in Baturiti District, Tabanan Regency from farmers in Baturiti to the final consumers, namely in Line I the marketing margin is IDR 10,000.00/kg and the profit margins is IDR 5,875.00/kg, Line II marketing margin of IDR 13,000.000/kg and profit margin of IDR 8,875.00/kg, Line III marketing margins of IDR 13,000.00/kg and profit margin of IDR 9,250.00/kg.]]>
