FRENKIE ADY NENOBAIS Pengarang Micha S. Ratu Rihi, SP., M.Si Dosen Pembimbing 1 Naharuddin Sri, S.Pi., M.Si Dosen Pembimbing 2 Joi Alfeddi Surbakti SP., M.Si Penguji 1 Marsema M. Kaka Mone, SP., M.Sc Penguji 2

This study aims to: 1) identify marketing channels of carrot 2) identify marketing functions of carrot conducted by the institution administration; 3) calculate marketing margin of carrot; and 4) determine the marketing efficiency of carrot at the farmer level in the marketing channel of carrot in Kupang city. Data was collected since 1 - 29 February 2020 through a survey method. The number of retailer respondents are 40 people (30% of the population), while the respondent determination of other marketing institution is determined by the snowball sample method, namely by tracing information from retailers to farmers. The results show: there are three marketing channels of carrot in Kupang City, namely: channel I: Farmers → Retailers → Consumers; channel II: Farmers → Brokers→ Retailers → Consumers; channel III: Farmers → Brokers → Collectors → Retailers → Consumers. Marketing functions of carrot in Kupang City are: the exchange function (selling) is conducted by farmers, brokers, collectors, and retailers. While the exchange function (buying) is conducted by brokers, collectors, retailers, and consumers in all channels. Physical function (transportation) is implemented by brokers on channel II and III and is implemented by retailers on channel I and III; physical function (packaging) is conducted by brokers on channel II and III, collectors on channel III, and retailers on channel I, II, and III. Facility function (weight loss/risk taking) is conducted by retailers on channel I, II, and III and collectors on channel III. Facility function (financing/retribution) is implemented by retailers on channel I, II, and III, and collectors on channel III. Marketing margin of carrots on channel I, II, and III respectively is Rp.18.333/kg; Rp.20.56/kg; and Rp.2.200/kg. Based on the farmer's share on channel I, II, and III, the marketing of carrots in Kupang City in 2020 is not efficient yet. Keywords: marketing, carrots, marketing margin, and marketing efficiency