Jurnal Agribest Volume 5 Nomor 1 (2021) Hal: 25-33 DOI: https://doi.org/ 10.32528/agribest.v5i1.4198 Universitas Muhammadiyah Jember 25 Analisis Pemasaran Lebah Madu Klanceng (Trigona sp.) di Kecamatan Pagerwojo Kabupaten Tulungagung pada Masa Pandemi Covid-19 Marketing Analysis of Klanceng Honey Bees (Trigona sp.) In Pagerwojo District, Tulungagung Regency during the Covid-19 Pandemic Nastiti Winahyu, Fajar Amirudin , Imazunita Nur Azizah Universitas Islam Kadiri email: nastitiwinahyu@gmail.com, imazunita731@gmail.com Corresponding Author: Nastiti Winahyu, Universitas Islam Kadiri, nastitiwinahyu@gmail.com ABSTRAK Penelitian ini dilakukan untuk mengetahui saluran pemasaran dan efisiensi pemasaran komoditas lebah madu klanceng (Trigona sp.) di Kecamatan Pagerwojo Kabupaten Tulungagung. Penentuan responden dipilih menggunakan metode purposive sampling (32 peternak anggota kelompok tani hutan), snowball sampling (2 pedagang pengecer) dan accidental sampling (3 konsumen). Analisis data mencakup analisis margin, producer’s share, dan rasio efisiensi keuntungan terhadap biaya pemasaran. Berdasarkan hasil penelitian, terdapat 2 pola saluran pemasaran. Pola saluran I produk madu : peternak – konsumen. Pola saluran II produk madu: produsen – pedagang pengecer – konsumen. Hasil analisis menunjukkan pemasaran langsung lebih efisien. Saluran Pola I memperoleh producer’s share dan rasio efisiensi keuntungan terhadap biaya yang lebih tinggi sebesar 100 persen dan 26,63 dibanding Pola II sebesar 90 persen dan 18.01. Kata Kunci : efisiensi, klanceng, marjin, producer’s share, saluran pemasaran ABSTRACT This research was conducted to determine the marketing pattern and marketing efficiency of the honey bee klanceng (Trigona sp.) commodity in Pagerwojo District, Tulungagung Regency. Respondents selected using method of purposive sampling (32 farmers who are members of the forest farmers group), snowball sampling (2 retailers) and accidental sampling (3 consumers). Data analysis includes analysis of margins, producer's share, and the ratio efficiency of profit to marketing costs. Based on the research results, there are 2 marketing patterns (MP). MP I of honey products: producers - consumers. MP II of honey products: producers - retailers – consumers. The analysis shows that direct marketing is more efficient. MP I obtained producer’s share and profitability ratio by 100 percent and 26.63. That is higher than MP II producer’s share and profitability ratio by 90 percent and 18.01. Keywords: efficiency, klanceng, margin, marketing patterns, producer's share p-ISSN: 2581-1339 | e-ISSN: 2615-4862 J U R N A L A G R I B E S T Journal Homepage: http://jurnal.unmuhjember.ac.id/index.php/agribest Received: 2021-01-25 Accepted: 2021-02-05 Published: 2021-03-25 This work is licensed under a Creative Commons Attribution 4.0 International License. Copyright (c) 2021 Jurnal Agribest