ANALISIS SISTEM PEMASARAN BERAS DI KECAMATAN MATARAM KOTA MATARAM

NI WAYAN PUTU MEIKAPASA, THERESIA SUZANNA CATHARINA, STEVANNY HANALYNA DETHAN

Abstract


Rice is the main basic need for most Indonesian people. Mataram District as one of the sub-districts in Mataram City has a fairly dense population, so the availability of rice is very important, on the other hand, productive land in this sub-district is getting narrower so that rice supplies from other areas are needed. This study aims to determine the origin of the rice supply area and then analyze the marketing channels of rice in the Mataram sub-district, Mataram City. Based on the results of the study, it was found that all regencies on the island of Lombok supply rice to Mataram District, in addition, 2 regencies outside the island of Lombok also supply rice to various sales centers in this sub-district, namely Sumbawa Besar District and West Sumbawa. Analysis of marketing channels obtained results where there are three patterns of rice marketing channels in Mataram District. Channel I, where farmers sell wet unhulled rice to middlemen (middlemen) and then sell them to wholesalers and then supply rice to traders at retailers and then to final consumers. Channel II, farmers sell grain to collectors and then directly to retailers and final consumers and Channel III, farmers sell directly to retailers to be sold directly to final consumers. The marketing margin for channel I is the largest, and the marketing margin is the smallest for channel III. Farmer's share is largest in marketing channel III (81.25%) while the lowest is in marketing channel I (72.33%). Based on the ratio of costs and results, channel III has the highest ratio so that it is said to be the most efficient

Keywords


rice, marketing channel, rice marketing, marketing margin, marketing efficiency

Full Text:

PDF

References


Adinugroho. (1985). Anlisis Biaya Pemasaran. Direktorat Bina Usaha Petani dan Pengolahan Hasil Tanaman Pangan. Departemen Pertanian Indonesia. Jakarta.

Azzaino, Z. (1992). Pengantar Pemasaran. Departemen Ilmu-ilmu Sosial Ekonomi Fakultas Pertanian. Institut Pertanian Bogor

Hildayani, R., Rauf dan Sualeman. (2013). Program Studi Agribisnis. Fakultas Pertanian. Universitas Tadulako. Palu.

Kotler, P. (2002). Manajemen Pemasaran Edisi Milenium. Prenhalindo. Jakarta

Kusnanto, Maharani dan Khaswarina. 2016. Analisis Pemasaran Padi Di Desa Raja Bejamu Kecamatan Sinaboi Kabupaten Rokan Hilir. Agribusiness Department Faculty of Agriculture UR.

Mubyarto. (1993). Pengantar Ekonomi Pertanian, LP3ES. Jakarta.

Saragih, B. (2001). Suara dari Bogor : Membangun Sistem Agribisnis. Yayasan USESE. Bogor.

Soekartawi. (1989). Prinsip Dasar Manajemen Pemasaran Hasil-hasil Pertanian. Teori dan Aplikasinya. Edisi 1. Rajawali: Jakarta. Fakultas Pertanian. Institut Pertanian Bogor.

Swastha, B. (1979). Sa!uran Pemasaran. Yogyakarta: Penerbit BPFE

Winardi. (1991). Azas-Azas Marketing. Edisi Revisi. Bandung: Penerbit Alumni




DOI: https://doi.org/10.35327/gara.v15i2.236

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 GANEC SWARA

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

GANEC SWARA DI INDEKS OLEH

 

 

 

 

 

____________________________________________
GANEC SWARA

ISSN 1978-0125 (print) | 2615-8116(online)
Published by UNMAS Mataram | Email: Aminullahmtk@gmail.com

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

View My Stats