138 PERANAN BEBERAPA LEMBAGA PEMASARAN DALAM PENJUALAN TELUR PADA PETERNAK AYAM RAS PETELUR DI INDONESIA: STUDI KASUS DI JAWA BARAT, BALI DAN SULAWESI SELATAN (The Role of Marketing Agencies in Eggs Selling at Layer Farmers in Indonesia: A Case Study in West Java, Bali and South Sulawesi) V.S. Lestari 1 , Saadah 2 , H.M. Ali 3 , dan A. Natsir 4 1) Jurusan Sosial Ekonomi, Fakultas Peternakan, Universitas Hasanuddin 2) Jurusan Sosial Ekonomi, Fakultas Pertanian, Universitas Hasanuddin 3) Jurusan Produksi Ternak, Fakultas Peternakan, Universitas Hasanuddin 4) Jurusan Nutrisi dan Makanan Ternak, Fakultas Peternakan, Universitas Hasanuddin Jalan Perintis Kemerdekaan Km. 10 Tamalanrea, Makassar 90245 Corresponding email: veronicasrilestari@yahoo.co.id ABSTRACT The aim of this study was to determine the role of some marketing agencies in selling eggs of layer farmers in Indonesia. The research was conducted in West Java, Bali and South Sulawesi. The selection of those regions was based on the category that they had the most populous layer farmers compared to other regions. The number of respondents was determined using quota sampling method from FAO poultry industry data, i.e. 60 layer farmers of West Java and South Sulawesi respectively, and 41 farmers of Bali. The farmers involved in the study were those having layer population between 2000-5000 hens. Data were collected from the respondents through deep interview using a questioner that have been prepared before hand and conducted in May 2010. The results of the study indicated that among the marketing agencies studied in the three regions; West Java, Bali and South Sulawesi, the role of whole sellers in eggs selling of layer farmers was the most important one, followed by restaurants, traditional markets, consumers and the poultry shop, respectively. In terms of egg selling price in the three regions, the most expensive was in Bali and the cheapest one was in South Sulawesi. Key words: Sale, Price, Layer, Whole seller, Poultry shop ABSTRAK Penelitian ini bertujuan untuk mengetahui peranan beberapa lembaga pemasaran dalam penjualan telur dari peternak ayam ras petelur di Indonesia. Penelitian ini dilaksanakan di Jawa Barat, Bali dan Sulawesi Selatan. Pemilihan daerah studi didasarkan pada kriteria bahwa daerah tersebut memiliki populasi peternak ayam ras petelur terbanyak dibanding daerah lain di Indonesia. Jumlah sampel yang dilibatkan dalam studi ditentukan menggunakan metode quota sampling dari data peternak unggas FAO, yakni masing-masing 60 peternak untuk Jawa Barat dan Sulawesi Selatan, dan 40 peternak untuk Bali. Peternak yang dipilih adalah mereka yang memiliki populasi ayam petelur antara 2.000 – 5.000 ekor. Informasi dikumpulkan dari responden melalui w aw ancara mendalam menggunakan kuisioner yang telah disiapkan