Analisis Pemasaran Beras Di Desa Purwosari Kecamatan Torue Kabupaten Parigi Moutong

The marketing has influenced the transferal of ownership rights to goods and services from the producers to the final consumer. This research aims of to determine the form of marketing channels, marketing margins, share of price received by farmers, and rice marketing efficiency in Purwosari Village, Torue District, Parigi Moutong Regency. This research uses a Descriptive Analysis for the proposed Marketing Channel Forms, Marketing Margins Analiysis and Total Marketing margin (MT), Share of price Received by Farmers (SF), and Marketing Efficiency (Eps). This research was carried out from June 2023 to August 2023. The results of the research show that there two forms of rice marketing channels in Purwosari Village, namely: 1.) Farmers Traders Collectors Retailers Consumers. 2.) Farmers Traders Collectors Wholesalers Traders between Provinces Consumers. The rice marketing margin obtained in Purwosari Village in the first marketing channel is Rp.2000/Kg, and for the second marketing channel is it Rp.3000/Kg. The share of price received by farmers from marketing rice in the first marketing channel is 83,33%, and the share of price received by farmers in the second marketing channel is 76,92%. It can also be seen that the rice marketing efficiency value in Purwosari Village in the first marketing channel is 1,77%, and the rice marketing efficiency value in the second marketing channel have reached 2,47%. So it can be concluded from two channels above that the most efficient channel is the first marketing channel where its efficiency value reached 1,77%.
Key Word : Marketing, Rice, Marketing Margin, Farmer’s Share, Marketing Efficiency.