RANTAI NILAI (VALUE CHAIN) KOMODITAS CABAI MERAH (Capsicum Annuum) DI KABUPATEN TEMANGGUNG

This research aimed to the determine the value chain of red chili commodity in Sub-District of Bulu, Temanggung Regency. The mean problems faced by the farmers of red chili is long marketing distribution chain and the perishable goods that cause price fluctuations. Data collection technique is conducted by means of the selection of respondents through purposive sampling method with the amount of respondents, as many as 100 persons and snowball sampling method to determine marketing agency as many as 11 persons. The depth interview method for keyperson from academic environment, businessman, government, and community (A-B-G-C) which has the competence in their fields is determined by purposive sampling as many as 5 persons. The research findings that three types of different marketing channel. The marketing margins for each type of marketing channels were also different. The first marketing channel margin was Rp 1.000,00, the second marketing channel margin was Rp 2.000,00 , and the third marketing channel margin was Rp 4.000,00 which was the biggest margin because of its longer channel of distribution