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SALURAN DAN EFISIENSI PEMASARAN BENIH PADI BERSERTIFIKAT DI DESA BUMI AGUNG KECAMATAN LEMPUING KABUPATEN OGAN KOMERING ILIR

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This study aims to (1) identify the problems of certified rice seed marketing in Bumi Agung Village, Lempuing District, Ogan Komering Ilir Regency, (2) describe the marketing channels of certified rice seeds from producers to consumers in Bumi Agung Village, Lempuing District, Ogan Komering Ilir Regency, (3) analyze the level of marketing efficiency of certified rice seeds in Bumi Agung Village, Lempuing District, Ogan Komering Ilir Regency. This research was conducted in February 2025. The research method used was survey method. The survey sample were selected using non-probability sampling and snowball sampling method. The number of respondents in this study were 60 farmer breeders, 1 certified rice seed producer, 5 retailers, 2 wholesalers, and 10 consumers to determine the satisfaction of using certified rice seeds. Data were analyzed using tabulation which was then mathematically calculated using Microsoft Excel software and described descriptively. The results showed that (1) the main problem in marketing certified rice seeds in Bumi Agung Village, Lempuing District, Ogan Komering Ilir Regency is the low interest of farmers due to lack of understanding of the benefits of certified seeds, (2) there are four patterns of certified rice seed marketing channels in Bumi Agung Village, Lempuing District, Ogan Komering Ilir Regency, namely: (1) marketing channel I: producers - consumers, (2) marketing channel II: producers - e-catalog, (3) marketing channel III: producers - retailers - consumers, and (4) marketing channel IV: producers - wholesalers - retailers- consumers. In marketing channels I and II, producers go directly to consumers, the difference is that marketing channel I is face-to-face, while marketing channel II is digital without direct interaction, (3) marketing channels I and II have an efficiency value of 0%, marketing channel III has an efficiency value of 2%, and marketing channel IV has an efficiency value of 5%. Marketing channels I and II have an efficiency value of 0% because producers sell their products directly to consumers. The value of the four marketing channels falls into the efficient category where the EP value is in the range of 0-33%. Short channels are more efficient because they cut costs, time, and complexity. However, the choice of channel should be tailored to the type of product, target market, and capacity of the producer. For mass products with national reach, long marketing channels and online marketing are required.

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Detail Information

Series Title

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Call Number

T1818012025

Publisher

Indralaya : SProdi Agribisnis, Fakultas Pertanian Universitas Sriwijaya., 2025

Collation

xv, 42 hlm.; ilus.; tab, 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

631.520 7

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

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Subject(s)

Usaha tani-benih padi
Prodi Agribisnis

Specific Detail Info

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Statement of Responsibility

MURZ

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