TATA NIAGA PEMASARAN AYAM PEDAGING POLA MANDIRI DI KECAMATAN RASAU JAYA KABUPATEN KUBU RAYA KALIMANTAN BARAT

Livestock is one of the agricultural sub-sectors. Currently, broiler farming business attacks have many attention for researchers to be studied. Trading system becomes an i ntegral part in the entire business activity, so do in broiler farming business . The trading system in broiler farming business is included in the downstream agribusiness sub - system so th e farmers are able to be easier in distributing their livestock products to consumers. Th e aim of this study was to evaluate the trading system of broiler chicken with self-operating model in Rasau Jaya sub-district, Kubu Raya district, West Kalimantan from January to March 2018 . T otal of 32 livestock keepers and 8 traders were used as samples . Both of the p rimary and secondary data were collected . This study was performed using descriptive survey method. S nowball sampling method was also applied for sample collection . Trading system of broiler farming business in the studied location is divided into t wo channels . C hannel I consist e d of breeders, collectors, consumers , while Channel II consisted of farmers, collectors, retailers, consumers . It could be concluded that channel II was more complex than C hannel 1 because in Channel II there was a retailer that had a function as intermediary between traders and consumers. Keywords: Broiler Chicken, Farming Bussiness, Marketing, Self-Operating Model, Trading System