Marketing Efficiency of Organic Rice on Online Marketplace

¹ Department of Agribusiness, Faculty Agriculture, Universitas Muhammadiyah Yogyakarta, Indonesia
² Faculty of Agriculture, Sebelas Maret University, Indonesia

^* Corresponding author: widodo@umy.ac.id

Abstract

The internet is widely shifted for marketing agricultural products, including organic rice which is packed in original brand and repackaged into another brands. This study aims to evaluate the marketing efficiency of organic rice produced by “Sidomulyo” farmer group on the Tokopedia marketplace. The research uses descriptive and quantitative methods, with purposive sampling to determine the location and respondents. Samples were collected by searching for organic rice sellers using the keywords “Beras Organik Sidomulyo”, as well as the “MD” brand, “Hotel” brand, and “Mutuku” brand on Tokopedia marketplace. The results show that the marketing channel of the “Sidomulyo” brand is highly efficient compared to the repackaged brands, although the sale of the “Sidomulyo” brand is less to anothers. This may be due to higher marketing performance of repackaging sellers than the “Sidomulyo” brand. The "Sidomulyo" farmer group should be empowered in branding, packaging, and digital marketing to enhance the efficiency and competitiveness of their products in e-commerce.