Kurangnya koordinasi antar lembaga pemasaran mengakibatkan permasalahan yang dirasakan oleh pelaku usaha kecil dan menengah. Tujuan penelitian ini adalah untuk mengidentifikasi lembaga apa saja yang berperan dan model struktural peran lembaga pemasaran produk pangan olahan lokal di Kota Tarakan. Metode penentuan sampel menggunakan Purposive Sampling dengan menggunakan key informan sebanyak 7 orang dari berbagai lembaga/instansi terkait. Dengan teknik pengolahan data menggunakan metode deskriptif kualitatif, Interpretative structural modelling (ISM). Berdasarkan hasil penelitian ini menunjukkan bahwa 8 Lembaga yang berperan dalam pemasaran produk pangan olahan lokal di kota Tarakan adalah (1) Dinas Koperasi, Usaha Kecil dan Menengah dan Perdagangan (2) UKM Center (3) Dinas Kesehatan (4) Gerai Pangan (5) Toko/Café Swasta (6) Ekspedisi (JNE/JNT) (7) Dinas ketahanan pangan dan pertanian (8) Dinas Pariwisata. 5 tingkatan level sesuai dengan hasil Reachability Matrix (RM) yang telah dianalisis Lembaga di level 5 dengan bobot driver power paling besar (DP = 1,00) adalah lembaga kunci yaitu Toko/Café Swasta dan Dinas Kesehatan. Level 4 dengan bobot driver power (DP=0,88) adalah Gerai Pangan dan UMKM center, level 3 dengan bobor driver power (DP=0,75) yaitu Dinas koperasi, Usaha kecil dan menengah, perindustrian dan perdagangan. Kemudian lembaga-lembaga yang berada di posisi level 2 dengan bobot driver power (DP=0,38) yaitu dinas pariwisata dan ekspedisi (JNT/JNE) serta di posisi level 1 dengan bobot driver power (DP=0,13) adalah dinas ketahanan pangan dan pertanian.
Kata kunci: Lembaga pemasaran, produk pangan olahan lokal, ISM

The lack of coordination between marketing agencies results in problems felt by small and medium business actors. The purpose of this study is to identify what institutions play a role and the structural model of the role of marketing institutions for local processed food products in Tarakan City. The method of determining the sample using purposive sampling using key informants many as 7 people from various related agencies. With data processing techniques using descriptive qualitative method, Interpretative structural modeling (ISM). Based on the results of this study indicate that the agencies that play a role in marketing local processed food products in the city of Tarakan are (1) Cooperatives, Small and Medium Enterprises and Trade (2) UMKM Centers (3) Health Offices (4) Food Outlets (5) Private Shops /Cafe (6) Expedition (JNE/JNT) (7) Food and Agriculture Security Agency (8) Tourism Office. 5 levels according to the results of the Reachability Matrix (RM) that has been analyzed. Institutions at level 5 with the highest driver power weight (DP = 1.00) are the key institutions, namely Private Shops/Cafes and the Health Service. Level 4 with driver power weight (DP= 0.88) is Food Outlets and UMKM centers, level 3 with driver power weight (DP= 0.75) is the Office of Cooperatives, Small and Medium Enterprises, Industry and Trade. Then the agency that is at level 2 with a driver's weight (DP= 0.38) is the tourism and expedition agency (JNT/JNE) and at level 1 with a driver's weight (DP= 0.13) is the resilience department, food and agriculture. Keyword: Marketing agency, local processed food products, ISM