ABSTRAK Harga rendah yang ditawarkan oleh pedagang di Desa Banasare menjadi salah satu faktor yang mempengaruhi pendapatan petani. Penelitian ini bertujuan untuk menganalisis saluran pemasaran dan rantai pasok pemasaran cabai rawit. Penentuan sampel dilakukan dengan metode purposive sampling terhadap 10 petani dan snowball sampling terhadap 2 pedagang pengumpul kecil, 2 pedagang pengumpul besar, dan 1 pedagang pengecer melalui wawancara dengan panduan kuisioner. Data primer dianalisis secara deskriptif dan kuantitatif. Hasil penelitian menunjukkan terdapat 4 saluran pemasaran cabai rawit. Marjin pemasaran terbesar terletak di saluran pemasaran keempat dengan distribusi margin keuntungan 97% yaitu pada pedagang pengecer. Nilai Farmer Share yang diterima petani ? 40% sehingga menunjukkan sistem pemasaran cabai rawit sudah efisien. Kata kunci: cabai rawit, saluran pemasaran, marjin pemasaran.

The low price offered by traders in Banasare Village is one of the factors that make a impact to farmers' income. This research have a purpose to analyze marketing and supply chain channels for marketing chili. Determination of the sample was carried out by purposive sampling method on 10 farmers and snowball sampling on 2 small traders, 2 large traders, and 1 retailer through interviews with questionnaire guides. Primary data were analyzed descriptively and quantitatively. The results showed that there were 4 marketing channels for chili pepper. The biggest marketing margin is located in the fourth marketing channel with a distribution of 97% profit margin, from retailer. Farmer Share which received by farmers are ? 40% so that the marketing system for chili pepper is already efficient. Key words: chilli pepper, marketing channel, marketing margin

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