<![CDATA[The development of dairy farming enterprises is influenced not only by production performance but also by the efficiency of marketing systems that determine the share of returns received by farmers. This study aimed to compare milk marketing systems and marketing efficiency on smallholder dairy farms in Cijeruk, Bogor Regency, and Pondok Rangon, East Jakarta. A survey method was employed using purposive sampling involving 40 dairy farmers, consisting of 20 farmers from each study area. The analyses included marketing channels, market structure, marketing margins, and farmer’s share. The results showed that four marketing channels were identified in the Mandiri Sejahtera Dairy Farmers Group in Cijeruk, while three marketing channels were found in the Swadaya Dairy Farmers Group in Pondok Rangon. Farmers in Cijeruk predominantly marketed milk through farmer groups, whereas farmers in Pondok Rangon mainly sold milk through milk collectors. The market structure in both locations was classified as monopolistic competition, characterized by a large number of sellers and product differentiation. Marketing margins tended to decrease as marketing channels became shorter, while farmer’s share increased with fewer marketing intermediaries involved. The direct marketing channel from farmers to consumers was the most efficient, with a marketing margin of IDR 0/L and a farmer’s share of 100% Pengembangan usaha sapi perah tidak hanya ditentukan oleh aspek produksi, tetapi juga oleh efisiensi sistem tata niaga yang mampu meningkatkan bagian harga yang diterima peternak. Penelitian ini bertujuan untuk membandingkan sistem tata niaga dan efisiensi pemasaran susu sapi pada peternakan rakyat di Cijeruk Kabupaten Bogor dan Pondok Rangon Jakarta Timur. Penelitian dilakukan dengan metode survei menggunakan teknik purposive sampling terhadap 40 peternak sapi perah yang terdiri atas 20 peternak di masing-masing lokasi penelitian. Analisis yang dilakukan meliputi saluran tata niaga, struktur pasar, margin pemasaran, dan farmer’s share. Hasil penelitian menunjukkan bahwa terdapat empat saluran tata niaga di Kelompok Ternak Mandiri Sejahtera Cijeruk dan tiga saluran tata niaga di Kelompok Tani Ternak Swadaya Pondok Rangon. Peternak di Cijeruk dominan memasarkan susu melalui kelompok ternak, sedangkan peternak di Pondok Rangon lebih banyak memasarkan susu melalui loper. Struktur pasar pada kedua lokasi tergolong pasar persaingan monopolistik yang ditandai oleh banyaknya pelaku usaha dan adanya diferensiasi produk. Nilai margin pemasaran cenderung menurun pada saluran yang lebih pendek, sedangkan farmer’s share meningkat seiring berkurangnya jumlah lembaga pemasaran yang terlibat. Efisiensi pemasaran dipengaruhi oleh panjang pendeknya saluran tata niaga, dimana semakin pendek saluran pemasaran maka semakin rendah margin pemasaran dan semakin tinggi nilai farmer's shareSaluran pemasaran langsung dari peternak ke konsumen merupakan saluran paling efisien dengan margin pemasaran sebesar Rp0/L dan farmer’s share sebesar 100%]]>
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