This research was conducted in Gunungsari Village, Pulosari Sub-district, Pemalang Regency from March to August 2024. This research aims to: 1) analyze market performance on red chili marketing in Gunungsari Village, Pulosari Subdistrict, Pemalang Regency, 2) analyze market structure on red chili marketing in Gunungsari Village, Pulosari Subdistrict, Pemalang Regency, 3) analyze market behavior on red chili marketing in Gunungsari Village, Pulosari Subdistrict, Pemalang Regency. The method used is descriptive qualitative and quantitative using primary and secondary data. Sampling technique on farmer respondents using simple random sampling method by taking 20% of 210 farmers so as to obtain a sample of 42 farmers. As for the determination of samples at marketing institutions used saturated sampling method or census method so that the sample obtained at the collecting traders as many as 9 people and at retail traders as many as 7 people. Also added respondents middlemen, large traders, traders outside the region and retail traders outside the region as key informants to complement the information in this study. The results of this study are: 1) Red chili marketing performance in Gunungsari Village based on the calculation of marketing margins and farmer share in each marketing channel. The lowest marketing margin is in the 1st marketing channel which is Rp 7,000/Kg or 23.33% and the highest farmer share value is in the 1st marketing channel which is 76.67%. While the highest profit is in the 2nd marketing channel which is Rp 14,313/Kg, 2) The structure of the red chili market in Gunungsri Village seen from the results of market share analysis, concentration ratio (CR4) and IHH leads to an oligopsony market. Meanwhile, for the MES analysis of intermediary traders and retailers both show the results that there are market entry barriers in red chili marketing in Gunungsari Village, 3) Market behavior in red chili marketing in Gunungsari Village has three marketing channel patterns. This makes it easier for farmers and marketing institutions to carry out red chili marketing until the red chili produced by farmers in Gunungsari Village can be channeled to the final consumer. As for price determination as a result of the oligopsony market structure, red chili farmers in Gunungsari Village are in a low bargaining position, so that farmers only act as price takers and cannot determine their own prices because they are dominated by intermediary traders and traders at other high levels.