Kajian Sistem Pemasaran Produk Pertanian Organik dalam Rangka Menunjang Ketahanan Pangan dan Menuju Perdagangan Berkesetaraan (Fair Trade)
Daryanto, Heny Kuswanti
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Organic food products in Indonesia are still limited to vegetables and rice. At present, organic food is not yet familiar, limited to certain circles as well as its marketing. When compared with other countries, Indonesian marketing of organic products is still limited. Therefore, this study aims to develop organic products marketing especially for organic vegetables in the future towards fair trade by first reviewing the marketing system of organic vegetables. This research’s objectives are to : 1) Analyze the factors that influence the consumption of organic vegetables through factor analysis approach, 2) Analyze the buying decision process of organic vegetables, 3) Measuring the relationships closeness among the actors in the supply chain of organic vegetables, and 4) Assessing the effectiveness and efficiency of organic vegetables supply chain towards fair trade through the marketing margin calculations. Variables that affect the consumers in consuming organic rice are age, education, healthy lifestyles, having baby, health benefits, nutrition content, the received benefits/disadvantages, the influence of friends/acquaintances, price, and information reflected in the purchase decision process of organic vegetables. On the actors’ actor, both farmers and traders have a close relationship which is reflected from a partnership pattern that produce organic vegetables supply chain in effective and efficient manner.
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