This research was aimed at 1) investigating the marketing channel and function of coconut sugar, 2) investigating the marketing margin of each of the marketing channel of coconut sugar, and 3) investigating the producer share,cost share, and profit share of each marketing channel. This research applied the survey method. The data were collected through interviews, observations, and documentation. The data were analyzed using the descriptive method, marketing channel analysis, and producer share, cost share, and profit share analysis. The simplerandom sampling technique was used in this research to get the producers of coconut sugar, while the census technique was used to get the sellers.
The results of the research showed that the marketing of coconut sugar in Karangjengkol Village, Kutasari Sub District, Purbalingga Regency consisted of three marketing channels: 1) Producer - Costumer, 2) Producer - Supplier - Customer, and 3) Producer - Supplier - Reseller - Customer. The marketing margin of the first marketing channel was Rp 0/kg, of the second channel was Rp 2,800.00/kg, and of the third channel was Rp 6,500.00/kg. The producer share of the first marketing channel was 100%, of the second channel was 80.41%, and of the third channel was 63.88%. The cost share of the first marketing channel was 0 (zero), of the second channel was Rp 100/kg (3.57%), of the third channel was Rp 845/kg (12.97%). The profit share of the first marketing channel was 0 (zero), of the second channel was Rp 2,700.00/kg (96.42%), and of the third channel was Rp 5,665.00/kg (86.99%).