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All Journal Proceedings of Annual International Conference Syiah Kuala University - Life Sciences & Engineering Chapter Peronema Forestry Science Journal KUMPULAN JURNAL DOSEN UNIVERSITAS MUHAMMADIYAH SUMATERA UTARA JPM17: Jurnal Pengabdian Masyarakat Quantitative Economics Journal JURNAL MUQODDIMAH : Jurnal Ilmu Sosial, Politik dan Hummaniora Owner : Riset dan Jurnal Akuntansi Jesya (Jurnal Ekonomi dan Ekonomi Syariah) JURNAL AGRICA AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Politik dan Pemerintahan Daerah Agro Bali: Agricultural Journal Best Journal (Biology Education, Sains and Technology) Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Ilmiah Agribios International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Journal of Agriculture (JoA) The International Conference on Education, Social Sciences and Technology (ICESST) Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis Nomico Jurnal Pengabdian Mitra Masyarakat International Journal of Economics, Business and Innovation Research Jurnal Agribest Jurnal Agrisep
Tri Martial
Universitas Medan Area
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Marketing Channels, Margin and Farmer Share, and The Marketing Mix of Stingless Bee Honey in North Sumatra, Indonesia: A Field Survey Harmain, Ummu; Saragih, Jef Rudiantho; Martial, Tri
Agro Bali : Agricultural Journal Vol 8, No 3 (2025)
Publisher : Universitas Panji Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37637/ab.v8i3.2505

Abstract

The uniqueness of stingless bee honey makes it an attractive choice as both food and natural medicine for honey consumers, who were previously dominated by honey produced by honeybees (Apis mellifera). This study examines the marketing of stingless bee honey in North Sumatra. The objectives were to determine marketing channels and functions, farmer share, share margin, and the marketing mix. This study uses a cross-sectional survey in five districts/cities in North Sumatra. Respondents were selected using the purposive sampling method (11 stingless bee farmers with at least 50 colonies and at least 5 years of experience), snowball sampling (5 resellers) by recording buying and selling prices. The study results show that three marketing channels are used, with farmers sharing 64.6% on channel 2, yielding an average margin of IDR 106,088/kg. This study found that the longer the distribution chain, the smaller the proportion of income received by farmers (farmer share). Direct channels provide full margins to farmers, whereas the involvement of resellers significantly reduces the farmer's share of the profit. The implications of these findings underscore the importance of developing more efficient and equitable marketing strategies for farmers, including the effective use of digital platforms to expand their markets. However, this study was limited to a specific region and sample. Further studies are recommended to analyze channel efficiency and the impact of digital promotions on increasing sales and farmer welfare.
Co-Authors Agus Purwoko Agus Sanjaya Al Ikhlas, Al Ikhlas Aldywaridha Aldywaridha Ali Ramatni Arsika Mia Febiawati Astri Winda Siregar Edi Silamat, Edi Endang Sari Simanullang Ernita Ernita Fahman Urdawi Nasution Faiz Ahmad Sibuea Fauziah Marhanah Pohan Fenny Jepri Yanti Turnip Feri Ilhami Hasugian Fitri Yenti Fitriani Fitriani Fitriyenti, Fitriyenti Godlif Sianipar Harahap, Ahmad Rizki Harefa, Taslim Hasim, Jainudin Irvan Efendi Naibaho Ismail Ismail Ismoyo, Ari Karo-Karo Sitepu, Rasidin Karo-karo, Rasidin Kawani, Bastian Lubis, Ferry Parotua Mahya Humaira Mahyu Danil Marleni Marleni Marlina Marlina Maulidya Rahmah Melinda Yusri Rizki Mhd Asaad Mhd. Asaad Mhd.Buhari Sibuea Mitra Musika Mohammad Iskandar Dzulkurnain Muhammad Arief Tirtana Muhammad Asaad Muhammad Buchari Sibuea Muji Paramuji Mukhlis Mukhlis Mulia Jaya Nofarita, Etza Novita, Rian Pandu Prabowo Warsodirejo Pasha, T. Arief Pahlevi Pattiasina, Petrus Jacob Purwoko, Agus Rahayu Widya Ningsih Rahmad Setia Budi Rahmat Putra Ahmad Hasibuan Rizka Ar Rahmah Rizki Harahap, Ahmad Rohimah Rohimah Rudi Meirawan Pohan Rudy Badrudin Sahroni Lubis Saipul Batubara Saragi, Dian Putra Saragih, Jef Rudiantho Siregar, Timaris Elisabet SITI LATIFAH Sitompul, Gabriel Amadeus Suhardi Napid Sularno Sularno Sularno Sularno Sulastri Sulastri Supriadi Syahbudin Hasibuan Syaiful Bahri Zega Tengku hasan Basri Ummu Harmain, Ummu Usmany, Paul Yanti, Mariana Eva Yusniar Lubis Zulheri Noer