Coffee Marketing Analysis in Sigarang-garang Village, Karo Regency

Abstract

This study aims to determine the marketing channels, margins, and efficiency of coffee marketing in Sigarang-garang Village, Karo Regency. Data were collected through questionnaires and interviews with farmers, collectors, and wholesalers to determine the structure of the coffee marketing channel. The results indicate that the marketing channel in the study area is a single-level channel, involving one intermediary, namely the collector. The marketing margin value for the collector is IDR 3,000/kg, while for wholesalers it reaches IDR 53,000/kg. Coffee marketing efficiency in Sigarang-garang Village was recorded at 3.04%, indicating efficiency.