This study aims to determine: 1) Marketing channels of coconut sugar from
producers to consumers in Citepus Village, Jeruklegi District, Cilacap Regency. 2)
The amount of margin, cost and profit of coconut sugar marketing for each level of
marketing agency involved in Citepus Village, Jeruklegi District, Cilacap Regency.
3) The share of the price received by coconut sugar craftsmen paid by consumers
(Share).
The method that will be used in the research is using Field Survey, by visiting
several coconut sugar producers / craftsmen, collectors, small traders, middle traders,
wholesalers directly. To determine the research sample using the Purpossive
Sampling technique. The results showed that;
1) The highest marketing margin occurs at the level of middle traders, namely Rp.2,900
per kilogram (18.83%). and the lowest marketing margin is for middlemen on
Channel IV, which is Rp.600 per kilogram (5.04%). The marketing margin at the
retailer level is Rp.2500 per kilogram (17.24%) and Rp.2,700 per kilogram (18.62%),
while the marketing margin at the wholesaler is Rp.2.250 per kilogram (15.90%).
2) The share of the price received by coconut sugar craftsmen paid by consumers
(Share) in Citepus Village on channel I, is Rp. 11,800 or 81.37 percent. Channel II is
Rp. 11,300 or 77.93 percent. Channel III is Rp. 11,300 or 73.37 percent and Channel
IV is Rp.11,300 or 79.85 percent.
3) The most efficient marketing channel is Channel I compared to Channel II, Channel
III and Channel IV. because it has the best efficiency value with an efficiency value
of 0.5793 percent. This can mean that the total costs incurred by Channel I are
relatively smaller because the marketing agency involved is only single, from
retailers to direct distribution to consumers