Marketing of Bantul regency semi-organic rice

Abstract

The objectives of this study were to determine marketing channel and marketing margin of semiorganic rice, factors which affected marketing margin, and marketing efficiency of Bantul Regency semi-organic rice; so the producers can sell and deliver products at a minimal cost and fair price and profit. Farmer group samples were determined by purposive sampling, producer samples were determined by proportional sampling and merchant samples were determined by snowball sampling. Marketing margin was calculated from the difference between producer price and consumer price. The methods used to determine marketing margin factors is multiple linear regression analysis. Marketing efficiency was calculated from the proportion of the total marketing cost and the total value of the final product. Results of this research showed there were five marketing channels of Bantul Regency semi-organic rice. The shortest marketing channel was marketing channel I, in which the producers sell directly to consumers. The lowest marketing margin and the highest marketing efficiency was marketing channel I. Packaging cost, transportation cost, other costs, marketing volume, and marketing channel were the factors affecting marketing margin.