CD Skripsi

Analisis Distribusi Dan Variabilitas Harga Beras Di Pasar Tradisional Kota Dumai

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ABSTRACT
Dumai City is one of the regions in Riau Province with a high dependency on rice
supplies from outside the area. This condition is caused by the limited local rice
production, resulting in the population’s consumption needs being fulfilled by
supplies from various regions in Indonesia as well as from other countries. The
diversity in the origin of rice has created variations in brands, prices, and quality
that circulate in traditional markets. This study aims to analyze the rice
characteristics, marketing channels and mechanisms, as well as the marketing
performance of rice in the traditional markets of Dumai City. The research was
conducted in three traditional markets: Pasar Senggol, Pasar Jayamukti, and
Pasar Sri Mersing, using descriptive quantitative and qualitative methods. The
sample was selected purposively with the criteria of rice traders who had been
selling for at least five years, involving 15 respondents. The results show that 52
rice brands are marketed, with three identified as bestsellers: Anak Daro, Anis,
and PTN Kisaran. The rice distribution channels are divided into two main
patterns: direct and indirect, both reflecting an efficient and adaptive distribution
system that meets market needs. The marketing performance of these three brands
indicates good efficiency, with marketing efficiency values below 5%. Based on
these findings, it can be concluded that the rice marketing system in Dumai City’s
traditional markets has been running optimally and is capable of meeting
community needs at competitive prices while maintaining rice quality.
Keywords: Rice, Traditional Markets, Distribution Channels, Marketing
Mechanism, Marketing Efficiency.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1806125351

Penerbit

Pekanbaru : Universitas Riau – F.PERTANIAN – AGRIBISNIS., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1806125351

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Agribinis

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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