<![CDATA[Watermelon is a fruit that is popular with Indonesian people because of its sweet taste and high water content, which is one of the reasons for the increasing number of watermelon farming businesses. This study aims to: (1) Farmer characteristics and farming business profiles, (2) Cultivation techniques, use of production inputs, (3) Costs, production, prices, income and efficiency of watermelon farming businesses and (4) Marketing of watermelon from the aspects of institutions, channels, cost functions, profits and marketing efficiency. This study used a survey method. The sampling technique was carried out using a census technique with a total of 20 farmers taken. Data analysis used quantitative and qualitative descriptive analysis. The results indicate that (1) the average age of farmers is included in the productive age group (45 years), junior high school education level with 12 years of experience, the average number of family dependents is 4 people. The average land area is 2.95 ha, the number of working days is 25.22 HOK/ha, production is 19,700 kg/ha/MT. (2) The watermelon cultivation technology applied by farmers is generally almost in accordance with theoretical recommendations. (3) The production cost of watermelon farming reaches Rp. 31,464,795Ha/MT, the gross income is Rp. 87,172,500/Ha/MT, while the net income is Rp. 55,707,706/Ha/MT, and the RCR (Revenue Cost Ratio) is 2.77, meaning that watermelon farming in Kerinci Barat Village is profitable and feasible to be pursued. (4) The marketing institutions involved in watermelon marketing are farmers as producers, collectors, retailers and consumers, the marketing channels consist of two channels, channel I: farmers-collectors-retailers-consumers, channel II: farmers-retailers-consumers, channel II is more efficient than channel I, the farmer's share value in marketing pattern II is higher because the price received by farmers is higher.]]>
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