Saluran Pemasaran Kelapa Muda di Kelurahan Empoang Utara Kecamatan Binamu Kabupaten Jeneponto

Abstract

This study aims to identify young coconut marketing channels and analyze marketing margins and marketing efficiency in Empoang Utara Village, Binamu District, Jeneponto Regency. The study was conducted from May to June 2026 using purposive sampling to select informants. Primary data were obtained through observation, interviews, and questionnaires with marketing actors, while secondary data were obtained from regional documents and statistics. Qualitative descriptive analysis was used to describe marketing channel patterns, whereas quantitative analysis was used to calculate marketing margins and efficiency. The results identified two marketing channels: Channel I, farmers - retailers - consumers; and Channel II, farmers - collectors - retailers - consumers. Channel II was more dominant, used by 62.5% of sampled farmers, while Channel I was used by 37.5%. The total marketing margin was IDR 10,000 per fruit in Channel I and IDR 12,000 per fruit in Channel II. Total marketing costs were IDR 5,735 per fruit for Channel I and IDR 5,200 per fruit for Channel II. Based on the ratio of marketing costs to the consumer selling price, the efficiency level was 38.23% for Channel I and 34.67% for Channel II. Therefore, Channel II was more efficient because it had a lower proportion of marketing costs relative to the value of the marketed product.