Marketing Efficiency Of Organic Rice In Lampung Province

Abstract

The problems that often occur in marketing organic rice is marketing channels have not been efficient. The purpose in this research was to identify the marketing channels of organic rice and analyze marketing efficiency of organic rice in Lampung Province. The location of the study was conducted purposive in organic rice producing districts, namely Pringsewu and South Lampung Regency. The research method uses descriptive methods. Data analysis uses qualitative and quantitative analysis (marketing margin and farmer’s share). Total respondents were 20 producer farmers, farmer groups, 2 village collecting traders, and 1 retailer. The results showed that there were 3 types of marketing channels, namely channel I (farmers - traders - consumers), channel II (farmers - farmer groups - retail - consumers), and channel III (farmers - tengkulak - consumers). In terms of the economics of marketing channels organic rice II is more efficient than marketing channels I and III. The market channel II has the highest farmer’s share value of 80.95% with the lowest margin of IDR.4,000 per kg.