Implementation of effective distribution channels in the marketing of traditional rubber plantation in Tambang District, Kampar Regency, Riau

Universitas Riau, Agribusiness Department, Agricultural Faculty, Kota Pekanbaru, Indonesia

^* Corresponding author: yulia.andriani@lecturer.unri.ac.id

Abstract

Rubber marketing carried out by rubber farmers still involves several related institutions or does not sell rubber directly to factories so it provides several marketing channels for rubber in Tambang District. Factors which influence marketing channels are market considerations, product considerations, producer considerations and retail considerations. This research is expected to answer the channel research objectives and the factors that influence rubber marketing channels by using quantitative research methods, namely research that emphasizes analysis of numerical data (numbers) processed with statistical methods that can produce research results for each variable. The method of data collection is done by questionnaire, interview and observation. Based on the results of the study, there are four rubber marketing channels in Tambang District, namely marketing Channel I (farmer-trader-factory collector) of 42,19%. Marketing channel II (farmer, trader, wholesaler, factory) amount to 23,44%. Marketing channel III (farmer-trader-factory) of 26,56%. Marketing channel IV (farmer-farmer group-wholesaler-factory) by 7,81%. The results of the study of market considerations and producer judgment indicators are not good while the indicators of product valuation and considerations are good. The marketing channels in rubber marketing in Tambang District are in the unfavourable category with a total score of 1.112 and with a percentage of 48,23% from 64 respondents.