Analisis Usaha dan Kinerja Pemasaran Bunga Anggrek Dendrobium Di Dd Orchid Nursery Kota Batu

This study aimed to analyze the business performance and marketing performance of Dendrobium orchids at DD Orchid Nursery in Batu City, East Java.A descriptive quantitative approach was employed using primary data collected through direct observation and in-depth interviews, complemented by secondary data from documentation and sales records.Business analysis was conducted using cost, revenue, and profit structures, while marketing performance analysis was carried out using marketing channel analysis, marketing margins, the farmer's share, and the distribution of costs and profits.The results showed that in 2024, DD Orchid Nursery incurred total costs of IDR 2,695,106,665 and generated revenue of IDR 3,996,708,384, resulting in a net profit of IDR 1,301,601,719.Three marketing channels were identified: producer-consumer, producerfarmer-producer-consumer, and producer-reseller-consumer.The marketing margins were IDR 100,000, IDR 230,000, and IDR 300,000 per pot, respectively.Channel I provided the highest farmer's share at 66.67%, whereas Channel III generated the highest marketing margin and profit share, amounting to IDR 300,000 and 73.33%, respectively.These findings indicate that Dendrobium orchid production at DD Orchid Nursery is financially profitable and has good potential for sustainable development.Improving cost efficiency, maintaining product quality, strengthening direct sales, and optimizing reseller partnerships are important strategies for market expansion and enhancing the competitiveness of the orchid agribusiness.