Hendra, Hendra (2023) Analisis Pemasaran Beras Di Desa Kuala Mulya Kecamatan Kuala Cenaku Kabupaten Indragiri Hulu Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Analysis of Rice Marketing in Kuala Mulya Village, Kuala Cenaku District, Indragiri Hulu Regency, Riau Province. Under the Guidance of Mr. Hajry Arief Wahyudy., SP, MMA. Kuala Mulya Village is one of the rice-producing central villages and where rice is widely marketed in the area. The price of rice in the market is influenced by the role of the marketing agency. In this case the rice marketing process will experience a long process and will experience price changes from the producer level to the final consumer. This makes the aspect of rice marketing an activity for farmers and traders. This study aims to (1) Know the characteristics of farmers, collectors, and retailers, (2) Know marketing institutions, marketing channels, marketing functions, (3) Analyze marketing costs, marketing margins, marketing profits, farmer's share, and marketing efficiency. This study used a survey method which was conducted from March 2022 to September 2022. The results of the research (1) show that the average age of farmers is 44.22 years, the education level of farmers is 9.65 years, the length of experience in farming is 6.93 years, and the average number of dependents of farmer families is 3 souls. Meanwhile, the average age of collectors is 37 years, the average education level is 11 years, the length of business experience is 6 years, and the average number of family dependents is 4 people. Finally, the average age of retailers is 50.6 years, education level is 8.1 years, business experience is 8.6 years, and the number of family dependents is 4 people. (2) The marketing agencies involved in the marketing of rice are farmers as rice producers, collectors, retailers and consumers. The four marketing agencies perform all marketing functions except the consumer only performs the purchasing function. Rice marketing consists of 2 marketing channels. Channel I: Farmers – Collectors – Retailers – consumers. Channel II: Farmers – Retailers – Consumers. (3) Channel I marketing costs are Rp. 356/kg, with a margin of Rp. 1,814, a total profit of Rp. 1.458.35/Kg, farmer's share is 83.68 and marketing efficiency is 3.20%. Channel II marketing costs are Rp. 225.36/Kg, with a margin of Rp. 1,720, a total profit of Rp. 1.494.64/Kg, Farmer's Share 84.50 and 2.03% marketing efficiency.

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