Abstract
The purpose of this study was to analyze marketing distribution, factors affecting marketing, and margins of unhusked rice in Undaan Sub-District, Kudus Regency. The survey was conducted from October to November 2018 in Undaan Sub-District, Kudus Regency. The data of marketing margin and marketing efficiency were descriptively analyzed using multiple linear regression analysis. The result showed that there were two patterns of marketing channels of unhusked rice; first, farmers’ → rice mills and second, farmers’ → middleman → rice mills. The marketing margin of the first pattern was Rp. 0.00, while the marketing margin of the second pattern was Rp. 525.93 at the middleman level. The marketing efficiency of the two patterns was efficient in term of farmers’ share. The result of the multiple linear regression showed that the channel pattern and the selling price as independent variables were the factors influencing marketing efficiency.
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