Abstract

The aim of this research is to analyze the structure, behavior and performance of the large chili market in Sembalun District, East Lombok Regency. With 80 farmer respondents and 37 marketing institutions consisting of 17 collectors, 8 wholesalers and 12 retailers. The data sources used are primary data and secondary data. The method used in this research is snowball sampling. The research results show that the large chili market structure in Sembalun District is classified as a monopolistic competition market structure. The market behavior of the large chili buying and selling process in Sembalun sub-district forms six types of marketing channels involving five marketing institutions. The longest channel is the first channel, namely from Farmers - Village Level Collectors - District Level Collectors - Retailers and then Consumers. Prices for large chili commodities tend to be determined by traders. The most efficient performance of the large chili market in Sembalun District, seen from the indicators of marketing margin, farmer share and profit to cost ratio, is the VI marketing channel, namely farmers directly to consumers.

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