Chrysanthemum cur flowers have many benefits in that they can be used for flower bouquets, pollution absorbers, and even traditional medicinal plants. One of the national chrysanthemum cutting flower centers is in Cianjur Regency, which contributes 53% of total production for West Java Province. Every year, this high production of cut flowers is also followed by higher price differences between the farmer and final seller levels. This study aims to analyze the efficiency of chrysanthemum cut flower marketing in Cianjur Regency. Respondents included farmers, collectors, wholesalers, and florists. Marketing efficiency was analyzed using the composite index method and the Acharya & Aggarwal method, using three indicators: marketing margin, farmer's share, and marketing costs. There are three marketing channels in Cianjur Regency, namely (1) farmers–collectors–wholesalers–consumers, (2) farmers– wholesalers–consumers, and (3) farmers–florists–consumers. The most efficient marketing channel is channel 2, with the lowest index, 1, and based on the Acharya & Aggarwal method, channel 2 has the highest efficiency value, 1.14. Therefore, it can be concluded that farmers' most preferred marketing channel is channel 1 (collectors), which is not the most efficient channel. Preferably, the farmers choose channel 2 (wholesalers) to sell the harvest of their chrysanthemum cut flowers so as not to rely on collectors.   Keywords: farmer's Saham, marketing channel, marketing margin

Chrysanthemum is one of the main commodities in Cianjur Regency with 52% of  the total chrysanthemum production in West Java Province. This study aims to analyze  the determinants that influence the choice of marketing channels for chrysanthemum farmers in Cianjur Regency. Farmers have two choices of marketing channels to distribute their chrysanthemum cut flowers to final consumers, namely through collectors and also through wholesalers in Rawabelong Market. The most efficient marketing channel is channel 2, where farmers sell to wholesalers in the swamp belong before finally selling to the final consumers. The channel most chosen by farmers is channel 1, in which farmers sell their chrysanthemum cut flowers to the collectors and then from the collectors they sell them to wholesalers in Rawabelong Market, before being received by the final consumers. Respondents in this study were chrysanthemum cut flower farmers in two central districts, namely Cugenang District and Sukaresmi District, with a total of 60 farmers. This research was analyzed using binary logistic regression analysis by setting efficient marketing channels as the reference variable. The results of this study indicate that there are 6 factors that influence the choice of marketing channels, namely age (-), education (+), sales volume (+), price per bundle (+), capital bond (-) and transportation costs (+). Farmers prefer to sell to collectors (channel 1) because of the attachment of capital to collectors due to the lack of capital owned by farmers. Another factor is that as they get older, farmers tend to choose inefficient channels. In addition, the increasing length of education, sales volume, bond price, and transportation costs incurred, farmers tend to choose the efficient channel (channel 2). This research has policy implications for the regional government, especially the Cianjur Regency Agriculture Service, so that they can provide capital assistance in the form of seeds, fertilizers and financial so that farmers do not depend on village collectors for capital.