ANALYSIS OF THE CHANNEL AND MARKETING EFFICIENCY OF LADY FINGER BANANA FARMING IN ARISAN GADING VILLAGE, SOUTH INDRALAYA SUBDISTRICT OF OGAN ILIR DISTRICT, INDONESIA

Abstract

Banana is a horticulture commodity that can grow in various types of land. Banana production and cultivation also do not require large capital. People cultivate bananas with various planting systems such as intercropping, monoculture, mixed plants, or as hedgerows. The result this study: 1) the marketing channel of Lady Finger Banana in Arisan Gading Village had three marketing channel patterns to sell the Lady Finger Bananas to the end consumers; 2) there were differences in marketing functions carried out by each marketing channel agency. The most marketing cost to carry out the marketing functions was incurred to the collecting traders of marketing channel II as much as IDR 34,393,000 per year; 3) the marketing of Lady Finger Banana in Arisan Gading Village was categorized as efficient.

Keywords

• Banana
• marketing
• efficiency
• farming
• village