Analisis Sistem Pemasaran Beras Ciherang di Kecamatan Cibeber, Kabupaten Cianjur

Abstract

Rice is the basic commodity that became the staple food for the Indonesian. The purposes of this research were analyzing marketing channels, function, structure and marketing institutions of farmer Ciherang Variety in Cibeber Subdistrict. Beside that, the purposes of this research were analyzing the marketing efficiency by marketing margin, farmer’s share and benefit cost ratio approaching. The research was conducted in 3 villages that are Cisalak, Karangnunggal, Salamnunggal with 30 farmers as the respondents and there are 7 marketing institutions in the subdistrict. Generally, the market structure in this subdistrict is oligopsonistic . Based on the marketing function and the profitable ratio about marketing cost, the channels that through farmers-middlemen-major collector and rice mills in village-retailer-consumer rice in Jakarta is the most efficient channels. The farmer should have made farmer groups or cooperation as part of the marketing system to improve the bargaining position and easier capitalization like through the warehouse system in Cianjur.