This research aims to: 1) Describe the marketing overview of large red chili peppers in Kumpeh District. 2) Analyze the market structure in the marketing of large red chili peppers in Kumpeh District. 3) Analyze market behavior in the marketing of large red chili peppers in Kumpeh District. 4) Analyze market performance in the marketing of large red chili peppers in Kumpeh District. This research was conducted in Kumpeh District, specifically in Maju Jaya Village and Mekar Sari Village. The data were analyzed descriptively using qualitative and quantitative methods with an SCP approach. The samples in this study consist of 66 farmers, 7 collecting traders, 5 wholesalers, and 12 retailers. Based on the research results, it was found that the marketing of large red chili peppers in Kumpeh District consists of two channels: a) Channel I: Farmers - Collecting Traders - Wholesalers - Retailers - Consumers. b) Channel II: Farmers - Wholesalers - Retailers - Consumers. The marketing functions carried out by the marketing institutions include the functions of exchange, physical, and facilitation. The market structure for large red chili pepper marketing in Kumpeh District is an oligopsony. In terms of market behavior, the involved marketing institutions exhibit different behaviors. Market performance shows that the distribution of margins, farmers' share, and the profit-to-cost ratio is uneven across the various marketing institutions. Based on the analysis, Marketing Channel II is the efficient marketing channel alternative that can be chosen by farmers.
Wahyuni et al. (Mon,) studied this question.