THE EFFICIENCY OF MARKETING ON POULTRY CHICKEN WITH INDEPENDENT PATTERN AND PARTNERSHIP PATTERN IN KUBU RAYA DISTRICT, WEST KALIMANTAN.

The purpose of this study is to assess the level of marketing efficiency in terms of marketing margin, farmer's share, marketing cost share and profit share at each level of independent livestock channel and partnership in Kabupaten Kubu Raya, West Kalimantan. The location of the research is purposive, the respondent of the farmer and the consumers of the sampling method by purposive sampling, while the merchant respondent is taken with snowball sampling. The data used are primary data and secondary data. Data analysis method used is SCP approach, quantitative data analysis through calculation of margin and share value of farmer. The results showed that there are 3 marketing channels that are self-contained channel I that are farmers - collecting traders - consumer, II independent pattern channel that is farmer - collector trader - retailer - consumer trader, and marketing channel partnership III pattern that is the core farmer - - merchant retailers - consumers. Farmer's share for the independent pattern I and II is 87.84% and 87.38%, while the partnership pattern is 83.02%. The efficiency value of self-contained pattern I is 0.03, independent II is 0,05, partnership equal to 0,06 so that the most efficient that is in independent pattern I.