FRENI GAUDENSIA NOS Pengarang Micha S. Ratu Rihi, SP., M.Si Dosen Pembimbing 1 Dr. Ir. Zainal Arifin, MP Dosen Pembimbing 2 Ir. Ali Hasan., M. Si Penguji 2 Ir. Eko H. A. Juwaningsih., M. Si Penguji 1 UPA. Perpustakaan Politani Kupang Contributor

The costs and efficiency of marketing curly chilies in the traditional markets of Kupang Municipality are not yet known because there are different marketing chains and functions. This research aims to: 1) identify marketing channels for curly chilies sold in traditional markets in Kupang Municipality; 2) identify the marketing functions of curly chilies carried out by curly chili marketing institutions in the traditional markets of Kupang Municipality; 3) calculate the marketing margin for curly chilies in the traditional markets of Kupang Municipality and 4) calculate the marketing efficiency of curly chilies in each marketing institution for curly chilies sold in the traditional markets of Kupang Municipality. Data collection was carried out from 1 February – 6 April 2024. Data collection was carried out using a survey method. This research did not carry out sample determination but rather took the entire population as respondents (census). The number of respondents was 72 people. Marketing agency respondents were determined by searching for information from retailers to curly chili farmers. The research results show: there are three marketing channels for curly chilies in Kupang City, namely channel 1: Farmers→ Trader Retailer → Consumer; channel 2: Farmers → Middlemen →Trader Retailer → Consumer; and multi-level channels: Farmers → Middlemen → Trader Collector → Retailer → Consumer. Marketing institutions involved in marketing functions consist of: middlemen, collectors and retailers. The marketing functions of curly chilies in Kupang City are: exchange function, physical function and facility function. The marketing margin for curly chilies on channels 1, 2 and lot level is IDR 16,898.79 kg-1 ; IDR 32.732,60 kg-1 ; and IDR 65,000 kg-1 . Marketing of curly chilies at the retail trader level in all marketing channels, middlemen in level 2 marketing channels and multi-level marketing channels, and collectors in multi-level marketing channels is efficient