Marketing Channels for Wingko Babat “Pratama”In Gajahmungkur Village, Gajahmungkur District, Semarang City, every word must begin with a capital letter

Abstract

Developing the community economy through micro, small, and medium enterprises is essential. Wingko babat is a traditional food that plays a crucial role in strengthening regional identity within the traditional food industry. The transformation from a cottage industry to an industrial sector has built a well-known reputation. Wingko producers, especially in Semarang, compete on various aspects, including taste, packaging design, and marketing techniques. This study aims to determine marketing channels, marketing margins, producers, and the market share of wingko babat.shareand the efficiency of the marketing channel for wingko babat "Pratama" in Gajahmungkur Village, Gajahmungkur District, Semarang City. The research method used in this study is a quantitative descriptive analysis method. The method for determining the sample of producer respondents uses the methodsnowball samplingThe results of the study show that wingko babat has 3 marketing channels, namely the conventional marketing channel level I producer → consumer, the conventional marketing channel level II producer → souvenir center → end consumer and the non-conventional marketing channel level I producer → online store → end consumer. The conventional marketing channels level I and II wingko babat have an efficient marketing margin of <50% and have producers whose marketing efficiency is >50%. Meanwhile, non-conventional level I marketing channels have a less efficient marketing margin, namely >50% and have producersshareThe least efficient marketing channel is <50%. The most efficient marketing channel is the first-level conventional marketing channel.