Supply Chain Analysis Orchid and Impact on Orchid Commodities Sales in Rawa Belong Market Jakarta

Abstract

This study aims to 1) determine the flow of products, finance and information of orchid commodities and their impact on sales in Pasar Rawa Belong Jakarta and 2) determine marketing efficiency according to marketing margins and farmer's share. The type of research used is descriptive qualitative and quantitative. Qualitative descriptive is used to determine the product flow, financial flow and information flow of vanda douglas orchid in Pamulang Sub-district while quantitative is used to determine the marketing efficiency of vanda douglas orchid in Pamulang based on marketing margin and farmer's share. The sampling technique was purposive sampling for farmers, village collectors, wholesalers and retailers. Data analysis techniques used are descriptive analysis and marketing margin analysis. The results showed that there were four marketing channels formed in the orchid supply chain in Pamulang District consisting of product flow, financial flow and information flow in each marketing channel. Marketing channel III is the most efficient channel with a marketing efficiency value of 3.36% and has entered the criteria <5%, the total marketing margin value of Rp 300 / stem and the farmer's share value of 85%.