ANALISIS PEMASARAN BAWANG MERAH (Studi Kasus Di Desa Dringu, Kecamatan Dringu, Kabupaten Probolinggo)

Shallot is a horticultural commodity that is quite strategic considering its function as a staple food in Indonesia. Shallots in Dringu Village, Dringu Subdistrict, Probolinggo Regency are contributors to the increasing onion in Indonesia. This study aims to: (1) Determine the marketing margin of shallots in Dringu Village, Dringu District. (2) Knowing the efficiency of onion marketing in Dringu Village, Dringu District. (3) Knowing what factors affect the determination of the price of production against sales. The samples used in this study were farmers, middlemen and shallot traders. The determination of the research area was carried out intentionally (purposive). Sampling using probability sampling techniques, namely by using simple random sampling (Simple Random Sampling). Data analysis methods are descriptive and quantitative. Descriptive to analyze marketing channels carried out by marketing institutions. While quantitative to analyze marketing margins, farmer's share and marketing efficiency. The results of this study indicate if there are two patterns sprouts marketing channels, namely, marketing channels I: Farmers - Reseller - wholesalers - retailers - consumers. Marketing channel II: Farmer - Reseller - Retailer - Consumer. Analysis of marketing margins in marketing channel I amounted to Rp 1,167 and in marketing channel II amounted to Rp 654. The value of the farmer's share in marketing channel I was 93.14%, while in marketing channel II it was 96.15%. From the results of the calculation of the marketing efficiency index in marketing channel I was 3.71 and in marketing channel II it was 7.31. In addition, the factors that influence the determination of the price of production against the sale of shallots themselves are consumers in the market, the selling price of competing products among traders in the market and the cost of producing a product to be sold to consumers