MARKETING EFFICIENCY OF RICE COMMODITIES SUPPLY CHAIN MANAGEMENT IN KALUKKU DISTRICT, WEST SULAWESI PROVINCE
1 Sadly Ashari Said, 2 Rahim Darma, 3 AN Tenriawaru

1
Program Studi Agribisnis, Sekolah Pascasarjana Universitas Hasanuddin
(email: sadlysaid21[at]gmail.com)
2
Program Studi Agribisnis, Fakultas Pertanian, Universitas Hasanuddin
(Email: rdarma[at]unhas.ac.id )
3
Program Studi Agribisnis, Fakultas Pertanian, Universitas Hasanuddin
(Email nixia_gany[at]yahoo.com)

Abstract

The most commonly used market size is efficiency in marketing. Marketing efficiency can be improved by applying the concept of supply chain management in agriculture. This study aims to analyze the effectiveness of
marketing in the management of the supply chain of rice products. The study was conducted in August 2018 in the Kalukku district, in the regency of Mamuju. The sampling method is carried out by reasoned sampling,
obtained up to 8 farmers with the criteria of owners or confined farmers who have farming experience and several farmers who serve as chairmen and members of farmer groups, where the information on farmers, the
known flow of products involving other marketing institutions and also used the respondents to this study were determined by snowball sampling. The data analysis used is the analysis of marketing effectiveness. The results showed that there were 3 rice marketing channels in the Kalukku district, in the regency of Mamuju. The marketing channel is effective, while in the supply chain channel 1 with an efficiency rate of 12.9%, in the
marketing channel 2 with an efficiency level of 12.2% and in marketing channel 3 with an efficiency level of 13.2%.

Keywords: Marketing effectiveness, marketing channels, supply chain, rice

Topic: Socio-Economy Development