Studi Pola Distribusi dan Margin Pemasaran pada Beras Kemasan Best Seller di Kota Pekanbaru, Riau, Indonesia
DOI:
https://doi.org/10.37637/ab.v4i3.789Keywords:
agroindustri, beras, distribusi, efisiensi pemasaran, marginAbstract
Ketiadaan produksi padi menyebabkan ketersediaan beras di Kota Pekanbaru secara keseluruhan didatangkan dari berbagai daerah lumbung padi di Indonesia, baik dalam maupun luar Provinsi Riau. Keberagaman asal beras ini membentuk pola distribusi dan keberagaman jenis dan merek beras yang beredar di pasar beras perkotaan. Tujuan penelitian ini adalah menganalisis pola distribusi dan perbandingan margin beras kemasan (Best Seller) di pasar beras perkotaan. Metode penelitian yang digunakan yakni survey pada 20 responden yang dipilih secara purposive dengan prinsip keterwakilan pada setiap level lembaga pemasaran. Metode analisis yang digunakan yakni analisis deskriptif kualitatif dan deskriptif kuantitatif. Hasil penelitian menunjukan bahwa pola distribusi beras melibatkan tiga rantai dan dua rantai lembaga pemasaran. Berdasarkan analisis pemasaran, diketahui bahwa margin pemasaran total pada beras Merek Anak Daro dan Merek Topi Koki berada di bawah harga jual yakni Rp 1.500 dan Rp 2.200 serta nilai efisiensi pemasaran di bawah 100% yakni 2,30 dan 3,67 sehingga termasuk kategori pemasaran yang efisien. Efisiensi pemasaran beras ini memberi gambaran peluang perkembangan agroindustri beras di Kota Pekanbaru sehingga mendukung ketahanan pangan regional.
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