Harga rendah yang diterima oleh petani di Desa Bana Sare menjadi salah satu faktor yang mempengaruhi pendapatan petani. Penelitian ini bertujuan menganalisis struktur, perilaku, dan penampilan pasar. Penentuan sampel dilakukan dengan metode purposive sampling terhadap 10 petani dan snowball sampling terhadap 3 pedagang pengumpul kecil, 2 pedagang pengumpul besar, dan 6 pedagang pengecer melalui wawancara dengan panduan kuisioner. Data primer dianalisis secara deskriptif dan kuantitatif. Hasil penelitian menunjukkan struktur pasar mengarah pada pasar oligopoli yang dilihat dari jumlah pelaku pasar, market share, CR4, dan IHH. Perilaku pasar menunjukkan terdapat 4 saluran pemasaran cabai rawit. Fungsi pemasaran yang dilakukan adalah fungsi penjualan, pembelian, pengangkutan, penyortiran, transportasi, dan risiko. Penampilan pasar menunjukkan marjin pemasaran terbesar terletak disaluran pemasaran pertama yaitu pedagang pengumpul kecil dan nilai distribusi marjin terbesar berada di saluran pemasaran 3 yaitu pedagang pengumpul besar. Share harga yang diterima petani ? 40% sehingga menunjukkan sistem pemasaran cabai rawit sudah efisien. . Kata kunci : struktur, perilaku, penampilan, cabai rawit

The low price received by farmers in Bana Sare becomes one of the factors which influence the farmer income. This research aims to analyze the market structure, conduct, and performance. The determination of the sample is determined by the purposive sampling method toward 10 (ten) farmers and snowball sampling toward 3 (three) small merchants, 2 (two) large merchants, and 6 (six) retailers through interviews and questionnaires. The analysis of primary data is analyzed descriptively and quantitatively. Based on the data result, it is found that the market structure heads for oligopoly market which can be seen on the number of market participants, market share, CR4, and IHH. The market conduct shows that there are 4 (four) marketing channels of chili pepper. The functions of marketing include selling, buying, shipping, sorting, transportation, and risk functions. The market performance shows that the highest marketing margin is on the third marketing channel which is large merchant. Share price accepted by the farmers is ? 40 %; therefore, it shows that the marketing system of chili pepper is already efficient. Keywords: structure, conduct, performance,chili pepper

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