ISJ Theoretical & Applied Science 02(106) 2022

Philadelphia, USA

Elida, S., Yulita, P. A., & Hamidi, W.

Marketing analysis of red chilli (Capsicum annuum) in Seberida District, indragiri hulu regency, Riau province.

Full Article: PDF

Scientific Object Identifier: http://s-o-i.org/1.1/TAS-02-106-40

DOI: https://dx.doi.org/10.15863/TAS.2022.02.106.40

Language: English

Citation: Elida, S., Yulita, P. A., & Hamidi, W. (2022). Marketing analysis of red chilli (Capsicum annuum) in Seberida District, indragiri hulu regency, Riau province. ISJ Theoretical & Applied Science, 02 (106), 383-389. Soi: http://s-o-i.org/1.1/TAS-02-106-40 Doi: https://dx.doi.org/10.15863/TAS.2022.02.106.40

Pages: 383-389

Published: 28.02.2022

Abstract: Red chili is a horticultural commodity with significant economic potential for national and export commodity. This study analyzed the marketing pattern of red chili in Seberida District and its operational efficiency in terms of the farmer’s share and marketing margin. This survey involved 40 respondents comprising of farmers, collectors, and retailers. Descriptive qualitative and quantitative analyses are included in this study. The results showed that there were three marketing channels for red chili. Channel I is farmers sellingred chili directly to consumers, Channel II is farmers selling through collectors and retailers, and Channel III is farmers selling the chili to consumers through retailers. In Channel I, the distribution margin between farmers and consumers showed no difference. In Channel II, the difference was IDR 8000/kg. In Channel III, it was IDR 4,000/kg. The total marketing costs in Channel I was IDR 1,931/kg, in Channel II was IDR 3,708.59/kg, and in Channel III was IDR 979.86/kg. This study concludes that the marketing of red chili in Siberida District is efficient with farmers’ share in marketing Channel I being larger than other channels.

Key words: Red Chili, Efficiency, Marketing.