EFISIENSI PEMASARAN CABAI MERAH DI KECAMATAN ADILUWIH KABUPATEN PRINGSEWU PROVINSI LAMPUNG

Abstract

This research aims to find out marketing efficiency of red chili in Pringsewu District Lampung Province.
Research site were selected deliberately. Sampling is done by following the line of marketing. This research
uses primary data and secondary data about. This research analyzed by marketing efficiency consist to
channel analysis, producers share, marketing margin and Profit Margin Ratio (PMR), price correlation
analysis, and elasticity of price transmission. The results showed that marketing system of red chili in
Pringsewu district is efficient. It is seen from the producers share of greater than 70 percent, although
market structure of red chili in Pringsewu district is imperfectly competitive market (oligopsoni), the
variability market of red chili in Pringsewu district there are three marketing channels, profit margin ratio
(PMR) at marketing of red chili is not prevalent, and then the value of elasticity price transmission of red
chili in Pringsewu district is more than one.