The study aimed to 1) analyze the marketing channels of citra guava, 2) analyze the number of marketing marginsin each marketing channel, 3) analyze farmers share, 4) identify the marketing efficiency of citra guava. The studyused a survey method. The data were collected by doing interviews, observations, and data recording. The datawere analyzed by using a descriptive method, marketing margin analysis, farmer share analysis, and marketingefficiency analysis. The sample of citra guava farmers was taken by using purposive sampling technique while thesample of the traders was taken by doing census. The study was conducted for ten months, March to December2019.
The results showed that there were three marketing channels of citra guava in Karangcengis village,Bukateja sub-district of Purbalingga regency namely 1) farmer-retailer-consumer 2) farmer-collectortrader-consumer, 3) farmer-collector trader-retailer-consumer. Marketing margin on the first marketing channelwas Rp 4657,7/ kg. On the second marketing channel, it was Rp 5527/ kg and on third marketing channel, it wasRp 5753,7/ kg. Farmer share in the first marketing channel was 75,18%. In the second marketing channel, it was69,63%, and in the third marketing channel, it was 68,91%. The most efficient marketing channel for citra guavawas the first marketing channel (farmer-retailer-consumer.