Marketing of red rice varieties in Subak Jatiluwih
Keywords:
brown rice, consumer, market structure, marketing channels, marketing efficiencyAbstract
Jatiluwih Village does not have a large area but is known to be a major producer of brown rice whose marketing has penetrated the international market. The success of Subak Jatiluwih brown rice production is inseparable from the existence of efficient marketing channels. Marketing channels can determine the level of income received by farmers. This study aims to determine the pattern of brown rice marketing channels and analyze the efficiency of brown rice marketing channels in Subak Jatiluwih Penebel District, Tabanan Regency. The methods used in this study were marketing channel analysis, market structure analysis, and marketing efficiency analysis (marketing margin and farmer's share). The research respondents totaled 98 people consisting of 84 farmers (using the Slovin formula) and 14 traders (using the snowball sampling method). Marketing institutions involved in the marketing of brown rice in Subak Jatiluwih Penebel Sub-district, Tabanan Regency are village-level intermediary traders as many as nine people, and retail traders as many as five people. The results of the study there are three marketing channels. The marketing structure of brown rice in Subak Jatiluwih District Penebel Tabanan Regency at the farm level leads to a medium concentration oligopoly market structure.
Downloads
References
Albrow, M. (1989). Birokrasi diterjemahkan oleh Rusli Karim dan Totok Daryanto. Yogyakarta: PT. Tiara Wacana.
Chen, K., Kou, G., & Shang, J. (2014). An analytic decision making framework to evaluate multiple marketing channels. Industrial Marketing Management, 43(8), 1420-1434. https://doi.org/10.1016/j.indmarman.2014.06.011 DOI: https://doi.org/10.1016/j.indmarman.2014.06.011
Cho, D. H., & Lim, S. T. (2016). Germinated brown rice and its bio-functional compounds. Food Chemistry, 196, 259-271. https://doi.org/10.1016/j.foodchem.2015.09.025 DOI: https://doi.org/10.1016/j.foodchem.2015.09.025
Gelos, R. G., & Roldos, J. (2004). Consolidation and market structure in emerging market banking systems. Emerging markets review, 5(1), 39-59. https://doi.org/10.1016/j.ememar.2003.12.002 DOI: https://doi.org/10.1016/j.ememar.2003.12.002
Gong, E. S., Luo, S. J., Li, T., Liu, C. M., Zhang, G. W., Chen, J., ... & Liu, R. H. (2017). Phytochemical profiles and antioxidant activity of brown rice varieties. Food chemistry, 227, 432-443. https://doi.org/10.1016/j.foodchem.2017.01.093 DOI: https://doi.org/10.1016/j.foodchem.2017.01.093
Gregory, G. D., Ngo, L. V., & Karavdic, M. (2019). Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures. Industrial Marketing Management, 78, 146-157. https://doi.org/10.1016/j.indmarman.2017.03.002 DOI: https://doi.org/10.1016/j.indmarman.2017.03.002
Grunert, K. G. (2002). Current issues in the understanding of consumer food choice. Trends in Food Science & Technology, 13(8), 275-285. https://doi.org/10.1016/S0924-2244(02)00137-1 DOI: https://doi.org/10.1016/S0924-2244(02)00137-1
Hay, D. A. & Morris, D. J. (1992). Industrial Economic and Organization, Theory and Evience. Second Edition, Oxford University Press
Hermawan, A. (2006). Penelitian Bisnis Paradigma Kuantitatif. Grasindo.
Hudson, T. (2007). Using nutrition to relieve primary dysmenorrhea. Alternative & Complementary Therapies, 13(3), 125-128. DOI: https://doi.org/10.1089/act.2007.13303
Markusen, J. R., Morey, E. R., & Olewiler, N. D. (1993). Environmental policy when market structure and plant locations are endogenous. Journal of environmental economics and management, 24(1), 69-86. https://doi.org/10.1006/jeem.1993.1005 DOI: https://doi.org/10.1006/jeem.1993.1005
Maskar, M., Putri, B. R. T., & Inggriani, N. W. T. (2023). Efficiency analysis of marketing channels for purebred chicken eggs in West Sulawesi Province. International Journal of Life Sciences, 7(2), 28–39. https://doi.org/10.53730/ijls.v7n2.14358 DOI: https://doi.org/10.53730/ijls.v7n2.14358
Min, S., & Wolfinbarger, M. (2005). Market share, profit margin, and marketing efficiency of early movers, bricks and clicks, and specialists in e-commerce. Journal of Business Research, 58(8), 1030-1039. https://doi.org/10.1016/j.jbusres.2004.02.005 DOI: https://doi.org/10.1016/j.jbusres.2004.02.005
Printezis, I., & Grebitus, C. (2018). Marketing channels for local food. Ecological Economics, 152, 161-171. https://doi.org/10.1016/j.ecolecon.2018.05.021 DOI: https://doi.org/10.1016/j.ecolecon.2018.05.021
Saragih, A. E., Tinaprilla, N., & Rifin, A. (2017). Rantai pasok produk beras di kecamatan Cibeber, kabupaten Cianjur. Jurnal Manajemen & Agribisnis, 14(3), 218-218. DOI: https://doi.org/10.17358/jma.14.3.218
Sugiyono, S. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.
Sugiyono, S. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta, Bandung.
Suminartika, E., & Djuanalia, I. (2017). Efisiensi Pemasaran Beras Di Kabupaten Ciamis Dan Jawabarat. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 3(1), 13-28. DOI: https://doi.org/10.25157/ma.v3i1.72
Tobaol, D., Rundengan, M., Endoh, E. K., & Pangemanan, S. P. (2018). Efisiensi Pemasaran Telur Ayam Ras Di Kota Manado. Zootec, 38(2), 416-428. DOI: https://doi.org/10.35792/zot.38.2.2018.21545
Van Kleef, E., Van Trijp, H. C., & Luning, P. (2005). Consumer research in the early stages of new product development: a critical review of methods and techniques. Food quality and preference, 16(3), 181-201. https://doi.org/10.1016/j.foodqual.2004.05.012 DOI: https://doi.org/10.1016/j.foodqual.2004.05.012
Wulandari, N. I., & Hadayani, H. (2022). Analisis Pemasaran Beras Di Desa Suli Indah Kecamatan Balinggi Kabupaten Parigi Moutong. Agrotekbis: Jurnal Ilmu Pertanian (e-journal), 10(1), 247-258. DOI: https://doi.org/10.22487/jpa.v1i1.1260
Yuniarti, D., Rahayu, E. S., & Harisudin, M. (2017). Saluran pemasaran beras organik di Kabupaten Boyolali. Agrisocionomics: Jurnal Sosial Ekonomi Pertanian, 1(2), 112-121. DOI: https://doi.org/10.14710/agrisocionomics.v1i2.1671
Published
How to Cite
Issue
Section
Copyright (c) 2024 International journal of life sciences
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Articles published in the International Journal of Life Sciences (IJLS) are available under Creative Commons Attribution Non-Commercial No Derivatives Licence (CC BY-NC-ND 4.0). Authors retain copyright in their work and grant IJLS right of first publication under CC BY-NC-ND 4.0. Users have the right to read, download, copy, distribute, print, search, or link to the full texts of articles in this journal, and to use them for any other lawful purpose.
Articles published in IJLS can be copied, communicated and shared in their published form for non-commercial purposes provided full attribution is given to the author and the journal. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
This copyright notice applies to articles published in IJLS volumes 4 onwards. Please read about the copyright notices for previous volumes under Journal History.
