Harga rendah yang diterima oleh petani di Desa Tanjung menjadi salah satu faktor yang mempengaruhi pendapatan petani. Penelitian ini bertujuan untuk menganalisis struktur, perilaku, dan penampilan pasar. Penentuan sampel dilakukan dengan metode purposive sampling terhadap 8 petani dan snowball sampling terhadap 2 pedagang pengumpul dan 1 pedagang besar melalui wawancara dengan panduan kuisioner. Data primer dianalisis secara deskriptif dan kuantitatif. Hasil penelitian menunjukkan struktur pasar pedagang pengumpul mengarah pada pasar oligopsoni dan pedagang besar mengarah pada monopsoni yang dilihat dari jumlah pelaku pasar, pangsa pasar dan IHH. Perilaku pasar menunjukkan terdapat 1 saluran pemasaran rumput laut. fungsi pemasaran yang dilakukan adalah pembelian, penjualan, penyimpanan, pengangkutan, penyortiran, dan penjemuran. Penampilan pasar menunjukkan nilai margin pemasaran sebesar Rp. 2.500 dan distribusi margin keuntungan terbesar di pedagang besar dengan Share harga yang di terima petani 82% yang menunjukkan sistem pemasaran rumput laut sudah efisien.

Low price received by the farmer at Tanjung village become one of factors that affect farmers’ income. This research aimed to analyze structure, conduct, and performance of market. Sampling methods use in this research was purposive sampling where 8 farmers used as the sample and snowball sampling used as another sampling methods where 2 wholesalers and a large collector interviewed by questionnaire guidelines. The primary data analyzed descriptively and quantitatively. The result of this research shows that the market structure of wholesaler lead to oligopsoni market and large collector lead to monopsoni market where viewed from the amount of market player, market share, and IHH. The market behavior shows that there was a seaweed marketing channel where applied market function such as purchasing, sale, storage, shipping, sorting, and drying. The figure of the market shows that market margin value were two thousand and five hundred rupiahs. Large collector accepted as the biggest franchise margin value, where price share received by farmer was 82%. It means that marketing system of seaweed was efficient. Keywords: structure, conduct, performance, seaweed

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