ANALISIS EFISIENSI SALURAN PEMASARAN JERUK SIAM (Studi Kasus Desa Umbulsari Kecamatan Umbulsari Kabupaten Jember)

This research analyzes the marketing of siam oranges in Umbulsari Village, Umbulsari District, Jember Regency. This location is a center for the production of conjoined oranges in Jember Regency. The research objective is to analyze (1) marketing channels, (2) marketing margins and farmer's share, and (3) marketing efficiency of tangerines in the study area. Based on the results of the study, it was concluded that (1) there are 3 marketing channels at the research location, where marketing channel III is the most efficient marketing channel, namely farmers - large traders - retailers, (2) From the marketing margin analysis it is known that the marketing margin of Siam in all channels, the variety and distribution of margins have not been evenly distributed due to differences in the amount of marketing costs incurred between marketing agencies. at the farm level 70.7%. While the efficiency index analysis shows that the most efficient marketing channel is marketing channel III with an efficiency value of 23.2. Key words: siam oranges, marketing margins, marketing efficienc