Analisis Pemasaran Buah Naga di Desa Sarang Burung Danau Kecamatan Jawai Kabupaten Sambas

Abstract

Dragon fruit is an agricultural product with high economic value in Sambas Regency, specifically in Sarang Burung Danau Village, Jawai District. This study aims to analyze various distribution channels, roles in the sales process, marketing-related expenses, profits earned, the farmers' share, and marketing effectiveness. The research was conducted from January 20 to February 20, 2026, using a descriptive mixed-methods approach. Forty-six respondents participated in the survey, comprising 30 farmers, 7 collectors, 3 wholesalers, and 6 retailers. Data were collected through techniques such as observation, interviews, document analysis, and literature review. Two distinct marketing channels were identified: Channel I, comprising farmers – collectors – wholesalers – retailers – consumers; and Channel II, comprising farmers – collectors – retailers – consumers. Farmers received Rp4,813/kg in Channel I and Rp6,833/kg in Channel II, while the consumer price was Rp23,500/kg in both channels. Total marketing costs were Rp6,705/kg and Rp7,136/kg, resulting in efficiency values of 28.53% and 30.37%, respectively. Both channels were classified as efficient because their efficiency values were below 50%. Channel II provided a higher farmer’s share, whereas Channel I had the lower marketing-efficiency ratio. These findings indicate that marketing performance was determined not only by channel length but also by the distribution of functions, costs, risks, and market networks.