Analasis Pemasaran Buah Naga Didesa Maku Kecamatan Dolo Kabupaten Sigi

This study aims to (1). Knowing the dragon fruit marketing channel in Maku Village, Dolo District, Sigi District. (2). Knowing the cost of marketing dragon fruit in Maku Village, Dolo District, Sigi District. (3). Knowing the size of the Share Margin marketing channel for dragon fruit in Maku Village, Dolo District, Sigi District. (4). Knowing the marketing efficiency of dragon fruit in Maku Village, Dolo District, Sigi District. The research was carried out from May to July 2022 in the village of Maku Village, Dolo District, Sigi Regency. Respondents in this study were all farmers who carried out dragon fruit farming activities in Maku Village, Dolo District, Sigi Regency as many as 7 farmers. Data analysis used in this research is marketing analysis. The results of the study show that, There are three marketing channels for dragon fruit in Maku Village, namely: (1). Channel I, farmers sell their produce to collectors, then from collectors to retailers, to the final consumer. Channel II, farmers sell their produce to retailers in Palu city and then pass it on to the final consumer. Channel III farmers sell their produce directly to the final consumers. (2). The total marketing margin for dragon fruit obtained for channel I is Rp.10,000, the total marketing margin for channel II is Rp.6,000 and the total margin for channel 3 is 0. The total margin for channel III is smaller than channels I and II because channel III is without through collectors and retailers, so the marketing flow is shorter than other channels. (3). The share of the price received by farmers on channel I marketing of dragon fruit is 60%, the share of the price received on channel II is 76% while the share of the price received on channel III is 100%. (4). The marketing efficiency value for channel I is 0.80%, the efficiency value for channel II is 1.29% and for channel 1.79% so that channel III is more efficient than channels I and II.

Keywords: Marketing, Dragon Fruit, Maku Village