Beras merupakan makanan pokok bagi hampir seluruh masyarakat Indonsesia. Desa Tanjung Lapang merupakan salah satu wilayah sentra penanaman padi di Kabupaten Malinau. Penelitian ini bertujuan untuk, 1) Untuk menganalisis saluran pemasaran komoditi beras di Desa Tanjung Lapang. 2) Untuk menganalisis fungsi pemasaran komoditi beras di Desa Tanjung Lapang. 3) Untuk menganalisis kinerja pemasaran komoditi beras di Desa Tanjung Lapang. Responden dalam penelitian ini adalah petani padi dan semua lembaga pemasaran yang terlibat dalam pemasaran beras dari petani perusda pedagang pengecer dan konsumen akhir. Penelitian di lakasankan di Desa Tanjung Lapang Kecamatan Malinau Barat pada bulan Februari 2024. Pemelihan lokasi penelitian ini dilakukan secara sengaja dengan pertimbangan bahwa mayoritas penduduk di Desa Tanjung Lapang merupakan petani padi. Data dikumpulkan dengan dengan metode observasi, wawancara, studi pustaka, dokumentasi, kuesioner, sedangkan sumber data bersumber dari data primer dan skunder. Penentuan sampel dalam penelitian ini menggunakan sampling jenuh dimana semua anggota populasi dijadikan sampel. Data dianalisis menggunakan analisis deskriptif kualitatif dan deskriptif kuantitatif. Hasil penelitian menunjukkan saluran pemasaran beras di Desa Tanjung Lapang Kecamatan Malinau Barat memiliki satu pola saluran pemasaran yaitu : petani – perusda – pedagang pengecer – konsumen akhir. Kinerja pemasaran beras lokal dapat dilihat pada sebaran marjin pemasaran dan famer’s share. Margin pemasaran yang diperoleh pada pola pemasaran I yakni sebesar 6.900/kg. Famer’s Share yang didapat pada pola pemasaran I sebesar 47%.

Kata Kunci: Saluran Pemasaran, Kinerja Pemasaran, Margin Pemasaran, Efisiensi Pemasaran

Rice is a fundamental dietary source for the majority of the Indonesian population. Tanjung Lapang Village is a prominent hub for rice growing in Malinau Regency. This study aims to 1) Analyze the marketing channels utilized for rice commodities in Tanjung Lapang Village, 2) Investigate the marketing functions involved in the distribution of rice commodities in Tanjung Lapang Village, and 3) Assess the marketing performance of rice commodities in Tanjung Lapang Village. The participants in this study consisted of rice farmers and all marketing entities that are part ofthe rice supply chain, including farmers, state-owned companies, merchants, and end-consumers. The study was conducted in Tanjung Lapang Village, located in the West Malinau District, in February 2024. The research site was deliberately chosen because the majority ofthe residents in Tanjung Lapang Village are engaged in rice farming. Using primary and secondary sources were gathered via observation, interviews, literature reviews, documentation, and questionnaires. The sampling method used was saturated sampling, which included all population members as samples. Qualitative and quantitative descriptive analyses were used in this study. The data indicate that the rice marketing channel in Tanjung Lapang Village, West Malinau District, adheres to a singular pattern: farmers sell their rice to state-myned firms, who then distribute it to merchants, and last, it reaches the end-consumers. The marketing effectiveness of locally produced rice can be evaluated by analyzing the distribution ofmarketing margins and the proportion of revenue received by the farmers. The marketing margin achieved in the initial marketing scheme was IDR 6.900 per kilogram. The farmer's share in the first marketing pattern was 47%. Keywords: Rice, Marketing, Channels, Performance, Margin