Journal Article

Marketing analysis of turmeric marketing channels in Solok Regency, West Sumatra

Hafizah, D, Zuhra, L, Putri, A

2025

Overview

The purpose of this study is to describe the turmeric marketing channels and marketing functions carried out by trading institutions and calculate the margin value of each turmeric marketing channel in Lubuk Sikarah District, Solok, West Sumatra. The research time span is from November 2023 to December 2023. The method used is the survey method by using questionere. The data needed came from 36 farmers and 20 traders. The results obtained are that there are 2 marketing channels that are forwarded by the turmeric commodity from farmers to consumers. Marketing channels include (1) Channel I: Farmers - Collector Traders - Retailers - End Consumers; (2) Channel II: Farmers - Collectors - Wholesalers - Retailers - End Consumers. The smallest margin is obtained in channel I. At the same time, channel 1 is also the channel with the largest value of farmers’ shares. Based on the results of the study, it is recommended that the government be involved in the turmeric trading system in making turmeric marketing policies and regulations as well as regulating the turmeric market to ensuring reasonable prices for farmers and the institutions involved.

• Publisher: IOP Publishing
• Subject: Consumers / Distribution channels / Farmers / Marketing / marketing channel / oligopsony / turmeric