ANALISIS SALURAN PEMASARAN GULA AREN (Sebuah Kasus di Industri Rumah Tangga di Desa Cigemblong Kecamatan Cigemblong Kabupaten Lebak)

Abstract

This research aims to know the marketing channels of Palm Sugar, knowing the functions that are
performed by each agency marketing, and to figure out the most efficient marketing channel in the
marketing of Palm sugar from the Village of Cigemblong Sub-District of Cigemblong Regency of
Lebak. Areas of research in the specified purpose of the Village Cigemblong and respondents taken
done by stratified random marketing agencies with a method and snowball sampling. Manufacturers
of as many as 28 people, merchants, merchant 2 collectors big 2 and 19 people retailers. The data
used in the form of primary data and secondary data. This research method using descriptive and
quantitative methods. Results of the study showed that there were three Palm sugar marketing
channels is, Channel I : producer – merchant retailers – consumers, marketing Chanel II : producer -
Middle-men – wholesalers - merchant retailer – consumer and marketing Chanel III : producer –
wholesalers – consumer.