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All Journal Jurnal Ilmu Pertanian Indonesia Journal of Global Sustainable Agriculture Journal of Global Sustainable Agriculture
Nasir
Program Studi Agribisnis, Fakultas Pertanian Universitas Tridinanti, Jl. Kapten Marzuki No.2446 Kamboja, Palembang, Sumatra Selatan, Indonesia
Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Earth & Planetary Sciences Environmental Science

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The Rice Marketing System in Tidal Farming: A Case Study of Banyuasin Regency Nasir, Nasir; Fitriyana, Gusti; Simanjuntak, Rouli; Afriatna, Sisva Berti; Nasution, Zulkarnain
Jurnal Ilmu Pertanian Indonesia Vol. 31 No. 1 (2026): Jurnal Ilmu Pertanian Indonesia
Publisher : Institut Pertanian Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18343/jipi.31.1.167

Abstract

Rice is a commodity that frequently has issues with its marketing strategy. The challenge with rice marketing in tidal areas is the lengthy marketing chain, which makes it inefficient. This study intended to (1) describe the rice marketing system, (2) identify the elements that farmers and marketing institutions evaluate when selecting transaction partners, and (3) determine the efficiency of rice marketing channels. The research was carried out in Banyu Urip Village, Lago District, Banyuasin Regency, using a survey with sampling approach. The analysis method was descriptive, with a focus on marketing efficiency, margins, and farmer shares. The results demonstrate that the rice marketing channels in the rice producing areas during the ebb and flow were separated into three channels: (a) Channel I = Farmers → Collectors → Wholesalers → Retailers → Consumers; (b) Channel II = Farmers → Collectors → Wholesalers → Consumers, and (3) Channel III: Farmers → Collectors → Retailers → Consumers. Farmers and marketing institutions evaluated the following factors when selecting trade partners: (a) Farmers are bound by debt, price, and emotional relationships; (b) Collectors are concerned about grain prices and quality. (c) Wholesalers: rice price and quality, as well as customer ties, (d) Retailers: rice price and quality, payment procedures, and customer ties. All marketing channels are effective, but the most efficient is Channel III (Farmers → Collectors → Retailers → Consumers). Keywords: farming, marketing system, rice, tidal
The Impact of Marketing Strategy on Herbicide Utilization by Rice Cultivators Nasir; Gusti Fitriyana; Wiwin Dian Pertiwi; Sisva Berti Afriatna; Nurlaili Fitri Gultom; Sri Rahayu Endang Lestari
Journal of Global Sustainable Agriculture Vol 5, No 3 (December 2025)
Publisher : Universitas Muhammadiyah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/jgsa.v5i3.1204

Abstract

Intense competition among herbicide manufacturers requires companies to implement various marketing strategies so that their products can be accepted by farmers. The marketing strategies implemented potentially influence the level of herbicide adoption by farmers. This research aims to: (1) determine the effectiveness of herbicide marketing strategies towards rice farmers; (2) analyze the level of herbicide adoption by rice farmers; and (3) examine the effect of marketing strategies on the adoption of herbicides by rice farmers. The research method used is the survey method. Sampling was carried out using the simple random sampling technique. Data processing was performed using qualitative and quantitative methods. The qualitative method was used to answer the first and second problems through descriptive analysis, while the quantitative method was used to answer the third problem using multiple regression analysis. The results of the study indicate that: (1) The marketing strategy through offline promotion is effective in delivering information about the gramoxone herbicide to farmers, while online promotion is quite effective in providing information about the herbicide; (2) the level of Gramoxone herbicide adoption by rice farmers in Telang Jaya Village, Muara Telang District, Banyuasin Regency is classified as high; and (3) marketing strategies through offline promotion significantly influence herbicide adoption, while online promotion does not significantly affect the adoption of herbicides by farmers.
The Impact of Marketing Strategy on Herbicide Utilization by Rice Cultivators Nasir; Gusti Fitriyana; Wiwin Dian Pertiwi; Sisva Berti Afriatna; Nurlaili Fitri Gultom; Sri Rahayu Endang Lestari
Journal of Global Sustainable Agriculture Vol 5, No 3 (December 2025)
Publisher : Universitas Muhammadiyah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/jgsa.v5i3.1204

Abstract

Intense competition among herbicide manufacturers requires companies to implement various marketing strategies so that their products can be accepted by farmers. The marketing strategies implemented potentially influence the level of herbicide adoption by farmers. This research aims to: (1) determine the effectiveness of herbicide marketing strategies towards rice farmers; (2) analyze the level of herbicide adoption by rice farmers; and (3) examine the effect of marketing strategies on the adoption of herbicides by rice farmers. The research method used is the survey method. Sampling was carried out using the simple random sampling technique. Data processing was performed using qualitative and quantitative methods. The qualitative method was used to answer the first and second problems through descriptive analysis, while the quantitative method was used to answer the third problem using multiple regression analysis. The results of the study indicate that: (1) The marketing strategy through offline promotion is effective in delivering information about the gramoxone herbicide to farmers, while online promotion is quite effective in providing information about the herbicide; (2) the level of Gramoxone herbicide adoption by rice farmers in Telang Jaya Village, Muara Telang District, Banyuasin Regency is classified as high; and (3) marketing strategies through offline promotion significantly influence herbicide adoption, while online promotion does not significantly affect the adoption of herbicides by farmers.
Co-Authors Afriatna, Sisva Berti Fitriyana, Gusti Gusti Fitriyana Nurlaili Fitri Gultom Simanjuntak, Rouli Sisva Berti Afriatna Sri Rahayu Endang Lestari Wiwin Dian Pertiwi Zulkarnain Nasution