ANALISIS EFISIENSI SALURAN PEMASARAN DAN ELASTISITAS TRANSMISI HARGA PADA KOMODITAS JAMBU BIJI MERAH DARI DESA BULUKERTO, KECAMATAN BUMIAJI, KOTA BATU

The short shelf life of guava makes the fruit requires efficient marketing. The purpose of this study are (1) analyzing marketing channels; (2) analyzing marketing efficiency; and (3) analyze the magnitude of the price transmission elasticity at the farmer and retailer level. Sampling uses the census method, with 21 farmers being the object of research, while the sample of traders is determined using the snowball sampling method. Analysis of the data used is the analysis of marketing channels, marketing margins, margin distribution, share, and price transmission elasticity. The results showed that there were 2 marketing channels in Bulukerto Village, Bumiaji District, Batu City. Marketing efficiency can be seen from the value of margins and shares found in marketing channel I. Share in marketing channel II is not evenly distributed so it cannot be said to be efficient. The value of price transmission elasticity (Et) on guava commodities is (0,240