The Rice Marketing System in Tidal Farming: A Case Study of Banyuasin Regency
DOI:
https://doi.org/10.18343/jipi.31.1.167Keywords:
farming, marketing system, rice, tidalAbstract
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
Downloads
References
Asmarantaka RW, Atmakusuma J, Muflikh YN, Rosiana N. 2017. Konsep pemasaran agribisnis: Pendekatan ekonomi dan manajemen. Jurnal Agribisnis Indonesia. 95(2): 151−172. https://doi.org/10.29244/jai.2017.5.2.151-172
Asmarantaka RW. 2014. Pemasaran Agribisnis (Agrimarketing). Bogor (ID): IPB Pr.
Atiah, Ariyanto A. 2025. Pengaruh kualitas produk dan harga terhadap keputusan pembelian beras rojolele pada Agen Faris Miqdad Desa Tambak Lebak, Banten. Jurnal Perkusi: Pemasaran, Keuangan dan Sumber Daya Manusia. 5(3): 736-748.
BPS Kabupaten Banyuasin. 2023. Produksi Padi dan Luas Panen Tahun 2021. Palembang (ID): Badan Pusat Statistik.
Darusman D, Hartoyo T. 2023. Analisis Kinerja Pasar Pada Pemasaran Bawang Merah. In: Prosiding Seminar Nasional: Akselerasi Hasil Penelitian dan Optimalisasi Tata Ruang Agraria untuk Mewujudkan Pertanian Berkelanjutan. Dies Natalis ke–47 UNS, Surakarta. 29 Jul 2023.
Dako RS, Rauf A, Boekoesoe Y. 2023. Analisis Rantai Pasok Beras pada Gapoktan Tio Olami Desa Bongoime Kecamatan Tilongkabila Kabupaten Bone Balongo. Agrinesia. 8(1): 117−132. https://doi.org/10.37046/agr.v0i0.18252
Jamaludin M, Fauzi TH, Nugraha DNS. 2021. A system dynamics approach for analyzing supply chain industry: Evidence from rice industry. Uncertain Supply Chain Management 9: 217–226. https://doi.org/10.5267/j.uscm.2020.7.007
Kamila F, Prasetyo E, Roessali W. 2019. Analisis sikap konsumen pada pembelian beras di Kota Salatiga (Analysis of Consumer Attitudes on Purchasing the Rice in Salatiga City). Jurnal Agrisocionomics. 3(1): 10–18. https://doi.org/10.14710/agrisocionomics.v3i1.2980
Laksana MF. 2019. Praktis Memahami Manajemen Pemasaran. Sukabumi (ID): CV Al Fath Zumar.
Limbong WH, Sitorus P. 1987. Pengantar Tataniaga Pertanian. Bogor (ID): Institut Pertanian Bogor.
Megasari LA. 2019. Ketergantungan petani terhadap tengkulak sebagai patron dalam kegiatan proses produksi pertanian (Studi di Desa Baye, Kecamatan Kayen Kidul, Kabupaten Kediri). Jurnal Unair. 8(3): 1−19.
Martodireso. 2002. Agribisnis Kemitraan Usaha Bersama, Upaya Peningkatan Kesejahteraan Petani. Yogyakarta (ID): Kanisius
Noviyanti T, Mashito MA, Muryani. 2020. Asymeetry price transmission in market rice in Indonesia. JIET (Jurnal Ilmu Ekonomi Terapan) 5(2): 64−78.
Oksalia EP, Asmarantaka RW, Yusalina. 2023. efisiensi pemasaran beras dengan pendekatan structure conduct performance. Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness). 11(1): 87−104. https://doi.org/10.29244/jai.2023.11.1.87-104
Pasigai MA. 2009. Pentingnya konsep dan strategi pemasaran dalam menghadapi persaingan bisnis. Balance: Jurnal Ilmu Ekonomi Studi Pembangunan. 1(1): 84−104.
Peltzman S. 2000. Prices rise faster than they fall. Journal of Political Economy. 108: 466–502. https://doi.org/10.1086/262126
Pranatagama MF. 2015. Efisiensi dan bauran pemasaran usahatani kacang tanah di Desa Darungan Kecamatan Tanggul Kabupaten Jember [undergraduate thesis]. Jember (ID): Universitas Jember.
Purwono J, Sugyaningsih S, Priambudi A. 2013. Analisis tata niaga beras di Kecamatan Rogojampi, Kabupaten Banyuwangi. Jurnal Neo-Bis. 7(2): 1−15.
Rachmadhan AR, Wijayati DW. 2024. Analisis marjin harga beras pada setiap tingkat rantai pasok di Pulau Jawa. Jurnal Ilmiah Manajemen Agribisnis. 12(1): 56–65. https://doi.org/10.33005/jimaemagri.v12i1.23
Saleh L. 2020. Analisis efisiensi saluran cabai di Kecamatan Onembute, Kabupaten Konawe. Surya Agritama. 9(1): 45−58. https://doi.org/10.37729/suryaagritama.v9i1.729
Tjiptono F. 2008. Strategi Strategi Pemasaran. Yogyakarta (ID): Andi Offset.
Vavra P, Goodwin B. 2005. Analysis of Price Transmission Along the Food Chain, OECD Food, Agriculture and Fisheries Papers, No. 3, Paris (FR): OECD Publ.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 nasser Nasir
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This journal is published under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License. Authors who publish with this journal agree to the following terms: Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. NonCommercial — You may not use the material for commercial purposes.
How to Cite
View JIPI StatsCounter
