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The aims of this research were to calculate marketing efficiency and to identify the information sources of cattle farmers who select direct or indirect channel of cattle selling. This study used a descriptive research design. Respondents in this research were determined by quota and judgmental sampling methods. Data were collected through observation and in-depth interviews. Data collected were analyzed descriptively. The results showed  that 66.67% and 33.33% of farmers selected indirect channel and direct channel, respectively. Among the  latter, all the farmers sold to butcher, inter-island traders, or end consumers on Muslim religious ceremony. Indirect channel farmers obtained 83.72% of producer’s share, while in the direct selling method farmers obtained the entire share. However, marketing efficiency of indirect marketing channel was better with 20.22 than the direct marketing channel with 29.70. Furthermore, in the direct marketing channel, most farmers received information from buyers (25.86%) and farmers in the indirect marketing channel received from family members (20.29%). All farmers obtained similar impersonal information from televised media. In conclusion, farmers in direct channel received more income but indirect marketing channel gave a better marketing efficiency. Lastly, majority of farmers in both channels received information from personal sources.

The choice of information sources and marketing channel of Bali cattle farmers in Bali Province