Abstract:
An agricultural development strategy with an agribusiness perspective basically shows the direction that agribusiness development is a very important effort, where this research aims to determine the marketing channels for banana sales, the amount of marketing costs and profits and marketing efficiency. The type of research used is descriptive qualitative while the research method is case study, while the data collection technique uses primary and secondary data for purposive sampling. Respondents were determined using a census. While the institutional sample was determined using snowball sampling. Based on the research results, it shows that the Banana Sale Agroindustry in Karangpawitan Village, Padaherang District, Pangandaran Regency, namely 3 marketing channels, including channel 1, namely producers to collecting traders and collecting traders reselling to retailers, then retail traders sell directly to consumers, marketing channel II, namely from producers to wholesalers then to retailers then from retailers directly to consumers, then in marketing channel III from producers directly to consumers. The most efficient marketing channel is located in marketing channel III, this is because producers directly market their rice to consumers so that the costs incurred are not so large.
Keywords: Marketing Efficiency, Channels, Agroindustry, Banana Sale
