ANALISIS RANTAI NILAI AYAM RAS PEDAGING (BROILER) DI KECAMATAN TENGARAN KABUPATEN SEMARANG

Tengaran Sub-district is one of the sub-district in Semarang Regency that is being the center of broiler producing area with the greatest number of production among another broiler producing areas. Long marketing channels which happen in the broiler marketing causing the difference of price on broiler. The length of marketing channels causing a lot of doers are involved in marketing process. The number of doers that are involved causing the doers take greater margin business. This research aims to analyze the value chain of broiler commodity and determine the strategy to increase the value chain of broiler commodity in Tengaran Sub-district, Semarang Regency. The method of analysis that is used in this research is value chain analysis. Determination of sample for breeder of broiler is using purposive sampling method. Then the snowball sampling method to determine the channel informant. In-depth interview method to the key person from academics, businessman, government, and communities (A-B-G-C) who competence in their fields as many as four people. The result of the research shows that in this Value Chain of Broiler Commodity, the total margin on the level breeders and input companies is Rp 300,00/Kg. Then margin between input companies and collector is Rp 1.500,00/Kg. The margin between collector and wholesalers is Rp 2.005,00/Kg. The margin between wholesalers and market traders is Rp 6.523,00/Kg. Then for the margin between market traders and retailers is Rp 4.018,00/Kg. The right strategy to strengthen the value chain of broiler commodities in Tengaran sub-district is doing joint price control either from the doers of the value chain, institution, or government.