Abstract
Every consumer would expect rice at an affordable price with a very good quality. This study aims to determine the quality of rice and estimate the hedonic price model of rice in the traditional market of Tarakan City. This research was conducted at the traditional market in Tarakan City, North Kalimantan. Analysis of the data was is descriptive analysis and multiple linear regression analysis. The results showed that the quality of rice found in the traditional market in Tarakan City was medium grain. The characteristics of rice that affected rice prices were chalk grains, head grains and yellow grains. While foreign objects, small grains, red grains and broken grains had no effect on the price of rice.
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