| dc.description.abstract | Subang in Pasar Induk Beras Cipinang, DKI Jakarta, is known as the supplier of IR-42 rice. IR-42 is one of premium rice ini Indonesia that the price of this rice is higher than the other. However, benefits of the high price of this rice is not earned equally by all actors in the marketing chain. In the other hand, the benefit of the high price of the rice is not The objective of this study is to analiyze the caharacteristics of the IR-42 rice marketing chain from Subang Region to DKI Jakarta, and also to analyze the marketing efficiency rate of the rice marketing chain from Subang to Pasar Induk Beras Cipinang. The characteristics of this marketing channel is analyzed by the supply chain frame work developed by Vorst (2006). While, the analysis of the marketing efficiency is used because it is not possible to measure its performance by the supply chain performance, because there is no supply chain network in this marketing chain.The result of this study indicates that the integrated channel is more efficient than any channel. Developing this marketing channel is important, especially related to its coordination and collaboration among all the actor in this marketing channel | en |
