ANALISIS PEMASARAN MADU LEBAH HUTAN SUNGAI RAWA KECAMATAN BATANG TUAKA KABUPATEN INDRAGIRI HILIR

Abstract

This study aimed to analyze the marketing channels, marketing margins, marketing efficiency, and Farmer's Share of wild forest honey in Sungai Rawa Village, Batang Tuaka District, Indragiri Hilir Regency. The study employed a survey method with a case study approach involving six wild honey harvesters selected through a census method. Primary data were collected through observations, interviews, and questionnaires, while secondary data were obtained from relevant institutions. The data were analyzed using descriptive quantitative methods, including marketing channel analysis, marketing margin analysis, marketing efficiency (ME), and Farmer's Share analysis. The results identified two marketing channels: Channel I (harvester–retailer–consumer) and Channel II (harvester–collector–retailer–consumer). Channel I had a marketing margin of IDR 6,667/kg, marketing efficiency of 22.18%, and a Farmer's Share of 94.67%, whereas Channel II had a marketing margin of IDR 45,000/kg, marketing efficiency of 23.40%, and a Farmer's Share of 64.00%. These findings indicate that Channel I is the more efficient marketing channel because it has a lower marketing margin and provides a greater share of the consumer price to honey harvesters than Channel II.