Analisis Saluran Pemasaran Jeruk Keprok Varietas Gerga di Kelurahan Agung Lawangan Kecamatan Dempo Utara Kota Pagar Alam

Pagar Alam is a highland in South Sumatra which has succeeded in developing gerga oranges and turning them into a regional superior commodity.  The objectives of this research are: (1) Identify and describe the marketing channels of gerga oranges in Agung Lawangan Subdistrict Dempo Utara District Pagar Alam City, (2) Analyze marketing margins, marketing costs, and marketing profits of gerga oranges in Agung Lawangan Subdistrict Dempo Utara District Pagar Alam City, (3) Analyze the efficiency level of each marketing channel of gerga oranges in Agung Lawangan Subdistrict Dempo Utara District Pagar Alam City. This research was conducted in Agung Lawangan Subdistrict Dempo Utara District Pagar Alam City from January to February 2022. The research method used was a survey method. The sampling of farmers using purposive sampling method with a sample of 30 people, while the marketing agency using snowball sampling method with a sample of 5 people.  The results of this research indicate that in Agung Lawangan Subdistrict Dempo Utara District Pagar Alam City there are 5 marketing channels of gerga oranges. Each marketing channel has different marketing margins, costs, and profits. The biggest margin is marketing channel 5 with Rp10.100,00/Kg, the biggest marketing cost is marketing channel 2 with Rp2.429,00/Kg, and the biggest marketing profit is marketing channel 5 with Rp8.995,00/Kg. Of all existing marketing channels, marketing channel 4 is the most efficient with farmer's share 62,50% and the percentage of marketing margin is 37,50%