MARKET ORIENTATION OF RICE FARMERS IN ACEH BESAR REGENCY

Litna Nurjannah Ginting, Zulkarnain Zulkarnain, Dian Retno Intan, Noratun Juliaviani

Abstract


Market orientation is a crucial factor in the success of farmers in the increasingly competitive era of modern agriculture. This study aims to measure the level of market orientation among rice farmers in Aceh Besar Regency using the Crop Specific Marketability Index (CMI) and Market Orientation Index (MOI). Data analysis shows that the market orientation level of rice farmers in Aceh Besar Regency is still in the moderate category. The obtained CMI value of 0.62 indicates that rice farmers in Aceh Besar sell 62% of their rice production. The MOI shows a varied distribution with values ranging from 0 to 0.9. The average MOI value among rice farmers in Aceh Besar is 0.5, meaning that farmers allocate only 50% of their land to produce crops for the market. This indicates that most rice farmers in the study area produce for sale and to meet household consumption needs. Based on these findings, it is recommended that farmers' awareness and capacity to adopt market-oriented agricultural practices through extension services be increased, thereby enhancing productivity and the competitiveness of agricultural products.


Keywords


CMI, consumption, market orientation, MOI

Full Text:

PDF
rticle

References


Benson, T. A.-c. (2020). The relative commercial orientation of smallholder farmers in Nigeria: Household and crop value-chain analyses (Vol. 66). International Food Policy Research Institute.

BPS Provinsi Aceh. (2023). Luas Panen dan Produksi Padi di Provinsi Aceh 2023 (Angka Sementara). Retrieved from BPS Provinsi Aceh: https://aceh.bps.go.id/id/pressrelease/2023/11/01/770/luas-panen-dan-produksi-padi-di-provinsi-aceh-2023--angka-sementara-.html

Davis, J. R. (2006). How Can the Poor Benefit from the Growing Markets for High Value Agricultural Products? SSRN Electronic Journal, 26048. Retrieved from https://doi.org/10.2139/ssrn.944027

Jaworski, B. J., & Kohli, A. K. (1993). Market Orientation: Antecedents and Consequences. Journal of Marketing, 57(3), 53–70.

Kahan, D. (2013). Market-oriented farming: An overview. Food and Agriculture Organization of the United States.

Leavy, J., & Poulton, C. (2007). Commercialisations in agriculture. Ethiopian Journal of Economics, 16(1), 1-37.

Mkuna, E., & Wale, E. (2022). Explaining Farmers’ Income via Market Orientation and Participation: Evidence from KwaZulu-Natal (South Africa). Sustainability (Switzerland), 14(21), 141-197. doi:10.3390/su142114197

Mpombo, L., Chegere, M. J., & Osoro, O. (2022). Determinants of Market Orientation and Market Participation among Smallholder Rice Farmers in Tanzania. The African Review, 51(4), 448-473. Retrieved from https://doi.org/10.1163/1821889x-bja10014

Musilah, R. N., Putri, T. A., & Utami, A. D. (2021). Aktivitas dan Biaya Produksi Usahatani Padi pada Program UPSUS Pajale di Kabupaten Demak. Forum Agribisnis, 11(2), 153–166. Retrieved from https://doi.org/10.29244/fagb.11.2.153-166

Narayanan, S., & Gulati, A. (2002). Globalization and Smallholders: A Review of Issues Approaches and Tentative Conclusions. Globalization of Food and Agriculture and the Poor, 1–43.

Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20–35. Retrieved from https://doi.org/10.2307/1251757

Nurmalinda, R., & Abrar, M. (2021). Analisis Konversi Lahan Pertanan Sawah Ke Non Pertanian Kabupaten Aceh Besar. Jurnal Script, 6(1), 31–39.

Ohen, S. B., Etuk, E. A., & Onoja, J. A. (2013). Analysis of Market Participation by Rice Farmers in Southern. Journal of Economics and Sustainable Development, 4(7), 6–11.

Omiti, J., Otieno, D., McCullogh, E., & Nyanamba, T. (2007). Strategies to Promote Market-Oriented Smallholder Agriculture in Developing Countries: A Case of Kenya. AAAE Conference Proceedings, 259–264.

Osmani, A. G., & Hossain, E. (2015). Smallholder Farmers’ Market Orientation and the Factors Affecting It in Bangladesh. Economic Insights – Trends and Challenges, 5(3), 9–18.

Pingali, P. L., & Rosegrant, M. W. (1995). Agricultural commercialization and diversification: processes and policies. Food Policy, 20(3), 171–185. Retrieved from https://doi.org/10.1016/0306-9192(95)00012-4

Quan, T. T. (2009). Transition from subsistence farming to commercial agriculture in Quang Binh Province, Vietnam. Lincoln University, Department of Agricultural Management and Property Studies. Retrieved from http://digital.lib.ueh.edu.vn/bitstream/UEH/69840/1/74.pdf

Sudrajat, S., Ega Agista, D., & Rohmah, S. (2020). Persepsi Petani Terhadap Nilai Socio-Culture Lahan dan Pengaruhnya Terhadap Regenerasi Petani dan Ketersediaan Tenaga Kerja Pertanian di Desa Duren. Media Komunikasi Geografi, 21(2), 183–201. Retrieved from http://dx.doi.org/10.23887/mkg.v21i2.29297




DOI: https://doi.org/10.20961/sepa.v22i1.93328

Refbacks

  • There are currently no refbacks.


 
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.