Analisis pemasaran suatu produk dipengaruhi oleh bentuk saluran pemasaran. Berkaitan dengan hal tersebut penelitian ini bertujuan untuk mendeskripsikan karakteristik pemasaran, bentuk saluran pemasaran dan marjin pemasaran bunga krisan potong. Penelitian dilakukan di Desa Ciherang Kecamatan Pacet Kabupaten Cianjur. Metode pengambilan sample dilakukan dengan menggunakan teknik random sampling, dengan responden sebanyak 72 orang. Sedangkan metode analisis data yang digunakan adalah deskriptif dan deskriptif kualitatif. Hasil penelitian menunjukkan bahwa terdapat 4 saluran pemasaran bunga krisan potong, (1) petani-pedagang pengumpul-toko bunga/pengecer-dekorator/konsumen akhir, (2) petani-pedagang pengumpul-dekorator/konsumen akhir, (3) petani-toko bunga/pengecer-dekorator/konsumen akhir, (4) petani-dekorator/konsumen akhir. Marjin pemasaran bunga krisan potong saluran pemasaran 1 sebesar Rp. 12.000,-/ikat, saluran pemasaran 2 sebesar Rp. 5000,-/ikat, saluran pemasaran 3 sebesar Rp. 5000,-/ikat. Dari marjin pada saluran pemasaran 1 di pasar rawabelong share yang diterima petani lebih besar pedagang pengumpul. Kata kunci :Analisis Pemasaran, Random Sampling, Bunga Krisan Potong

Analysis of the marketing of a product is influenced by the shape of marketing channels. In this regard, this study aims to describe the characteristics of marketing, marketing channels and forms of marketing margin cut chrysanthemum flowers. The study was conducted in the Village District Pacet Ciherang Cianjur Distric. Sampling method performed by using random sampling techniques, with respondents as many as 72 people. While the method of data analysis is descriptive and qualitative descriptive. The results showed that there were four marketing channels cut flower chrysanthemum, ( 1 ) farmer-brokerage-florist-decorator-retail/consumen end, (2) farmer-brokerage-decorator/consumen end, (3) farmer-brokerage-florist-decorator/costumer end, (4) farmer-decorator/costumer end. Marketing margins cut flower chrysanthemum marketing channels 1 Rp. 12.000,-/bundle, marketing channel 2 Rp. 5000,-/bundle, marketing channels 3 Rp. 5000,-/bundle. Of the margins in the marketing channel 1 in market share received by farmers Rawabelong bigger traders . . Keywords :Marketing Analysis , Random Sampling , Chrysanthemum Cut

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