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All Journal Jurnal Pembangunan Wilayah dan Kota Jurnal Media Agribisnis (MeA) Khazanah Intelektual
Elwadinata, Frenco
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Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Other

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Journal : Khazanah Intelektual

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Analisis Efisiensi Berbagai Saluran Pemasaran Beras Produksi Lokal Di Kabupaten Tanjung Jabung Timur Elwadinata, Frenco
Jurnal Khazanah Intelektual Vol. 9 No. 1 (2025): Khazanah Intelektual
Publisher : Brida Provinsi Jambi

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Abstract

Marketing is a process of distributing products from producers to consumers, accompanied by an increase in utility value through processing, transportation, and storage. The number of entities involved in the marketing channel influences the total cost, making selecting the appropriate channel a critical factor in ensuring cost efficiency. This study aims to describe the marketing channels, marketing entities, and marketing functions of rice, as well as to analyze the efficiency of rice marketing in Tanjung Jabung Timur Regency. A descriptive qualitative method was used to analyze the channels, entities, and functions, while a descriptive quantitative method was employed to evaluate marketing efficiency through margin analysis, farmer's share, and the cost-to-benefit ratio. The study identified four main entities in rice marketing: farmers, rice mills/village-level collectors, district-level collectors, and retailers, organized into five marketing channel patterns. All channels were efficient, with Channels 1 and 2 being the most efficient due to direct sales from farmers to consumers.
Co-Authors Dompak Napitupulu, Dompak Erni Achmad HD, Ernawati Hidayat, Muhammad Syurya Kadarusman . Putra, Candra Dwi