Analisis Saluran Pemasaran dan Efisiensi Pemasaran Produk Susu Sapi Perah (Studi Kasus: Koperasi Produksi Susu Bogor)

Cooperative was established to help the dairy farmer to distribute their milk production. The locate of Bogor Dairy Cooperative is in Bogor District. The research aims to analyze the marketing channel and efficiency of milk distribution in Bogor. The measurement used in this study consists of the farmer’s share, marketing margin, and B/C ratio. Samples in this research are 47 dairy farmers. Data collection using questionnaires. The results of this study indicate that there are four marketing channels for fresh dairy products. Institutions that involved in milk trading in Bogor are dairy farmers, cooperatives, milk processing industry, retailers, and end consumers. The most used channel is the first channel (Dairy Farmer – Cooperative – Milk Processing Industry). The highest farmer’s share occurs when dairy farmers sell fresh milk directly to end consumers. To increase the price of fresh milk prices in the dairy farmers level,farmers should maintain the quality of the milk products. Excellent quality of milk from the farmer will improve the cooperative bargaining position when dealing with the price with the milk processing industry. Farmers and cooperatives need to maximize advances in information technology to sell milk products or to add new customers