Penelitian ini bertujuan untuk; (1) Menganalisis saluran pemasaran (2) Menganalisis margin pemasaran (3) Menganalisis seberapa efisiensi saluran pemasaran pada beras bulog di Kota Tarakan. Penentuan sampel di tentukan dengan Snowball sampling. Lokasi penelitian ini di Kota Tarakan. Metode analisis yang digunakan adalah analisis deskriptif, kualitatif. Hasil penelitian ini menunjukkan bahwa terdapat dua saluran pemasaran yaitu saluran I adalah Petani - Perum Bulog - Rpk Pengecer, sedangkan pada saluran pemasaran II adalah Perum Bulog - Rpk pengecer – Konsumen. Margin pemasaran pada saluran I beras bulog medium Rp.4.450/kg, saluran I beras bulog premium Rp.5.600/kg, dan pada margin saluran II beras bulog medium Rp.750/kg, dan pada saluran II beras bulog premium Rp.1.600/kg. Efisiensi pemasaran didapatkan hasil dari saluran I beras bulog medium 48% dikatakan kurang efisien, dan saluran pemasaran I beras bulog premium 7% dikatakan efisien, dan untuk saluran II beras bulog medium 56% dikatakan kurang efisien, dan untuk saluran II beras bulog premium 12% dikatakan efisien.
Kata Kunci: Beras Bulog, saluran pemasaran, margin pemasaran, efisiensi pemasaran

This research aimed to analyze marketing channels, marketing margins, and efficiency of the marketing channel for Bulog rice in Tarakan City. The research sample was determined through snowball sampling technique. The location of this research in was in Tarakan City. The data were analyzed using descriptive and qualitative analyses. The results of this study indicated that there were two marketing channels, namely channel 1 consisted of farmers - Perum Bulog - Rpk Retailers, and channel 2 consisted of Perum Bulog - Rpk retailers - consumers. The marketing margin in channel 1 for medium Bulog rice was IDR 4,450/kg, premium Bulog rice was IDR 5,600/kg, and in channel 2, medium Bulog rice was IDR 750/kg, premium Bulog rice was IDR 1,600/kg. Marketing efficiency in channel 1 for the medium Bulog rice was 48%, categorized as less efficient, for the premium Bulog rice was 7%, categorized as efficient, and in channel 2, the medium Bulog rice was 56%, categorized as less efficient, and for premium Bulog rice was 12. %, categorized as efficient. Keywords: Bulog Rice, marketing channel, marketing margin, marketing efficiency