<![CDATA[AbstrakPemasaran mencakup seluruh kegiatan usaha dari penentuan harga jual produk hingga pendistribusian produk kepada konsumen. Penelitian bertujuan untuk menganalisis saluran distribusi semangka, margin, farmer’s share dan efisiensi pemasaran serta faktor-faktor yang mempengaruhi efisiensi pemasaran. Metode penelitian yang digunakan adalah metode survei. Lokasi penelitian di Desa Bango, Kecamatan Demak, Kabupaten Demak pada bulan Agustus – September 2024. Pengambilan sampel secara quota sampling dengan jumlah sampel keseluruhan 60 petani semangka dan 14 lembaga pemasaran. Metode analisis data menggunakan analisis deskriptif kuantitatif dan statistik. Hasil penelitian menunjukkan distribusi pemasaran semangka terbagi menjadi tiga saluran. Saluran I (petani – tengkulak – pedagang pengecer – konsumen), saluran II (petani– pedagang pengecer – konsumen), saluran III (petani– konsumen). Nilai rata-rata margin pemasaran pada masing-masing saluran yaitu Rp 3.405/kg, Rp 1.780/kg, dan Rp 0/kg. Nilai rata-rata farmer’s share masing-masing saluran yaitu 44%, 72% dan 100%. Nilai rata-rata efisiensi pemasaran pada saluran I, II, III berturut-turut yaitu 11,52%, 11,06%, dan 8,7% dengan standar efisiensi sebesar 33%. Berdasarkan pengujian regresi linear berganda terdapat pengaruh yang nyata baik secara simultan maupun parsial antara variabel margin pemasaran, biaya pemasaran, dan harga jual ditingkat petani terhadap variabel efisiensi pemasaran. Nilai koefisien determinasi menunjukkan hasil sebesar 96,9%.Kata kunci: Efisiensi, farmer’s share, margin, pemasaran, semangka.AbstractMarketing is the overall process of business activities in planning and determining product prices to distributing products to consumers. The research aims to analyze watermelon distribution channels, margins, farmer's share and marketing efficiency as well as factors affecting marketing efficiency. The research method used is the survey method. The research location is in Bango Village, Demak District, Demak Regency in August – September 2024. Sampling was conducted by quota sampling with a total sample of 60 watermelon farmers and 14 marketing institutions. The data analysis method uses quantitative descriptive analysis and statistics. The results of the study show that the distribution of watermelon marketing is divided into three channels. Channel I (farmers – middlemen – retailers – consumers), channel II (farmers – retailers – consumers), channel III (farmers – consumers). The average value of marketing margin in each channel is Rp 3,405/kg, Rp 1,780/kg, and Rp 0/kg. The average farmer's share value of each channel is 44%, 72% and 100%. The average value of marketing efficiency in channels I, II, III was 11.52%, 11.06%, and 8.7% respectively with an efficiency standard of 33%. Based on the multiple linear regression test, there is a real influence both simultaneously and partially between the variables of marketing margin, marketing cost, and selling price at the farmer level on the variable of marketing efficiency. The value of the determination coefficient showed a result of 96.9%.Keywords: Efficiency, farmer's share, margin, marketing, watermelon.]]>
