Development of the Rice Agricultural Marketing Subsystem: Solutions to Improve the Efficiency and Quality of Agricultural Products for Traditional Farmers

Abstract

The agricultural sector, especially rice farming, has an important role in the Indonesian economy. However, even though rice is the main commodity for food security, farmers still face various challenges that hamper productivity and efficiency. Some of the main factors that become obstacles are the use of traditional agricultural methods, technological limitations, and inefficiencies in the marketing system. This research aims to analyze the impact of applying technology in increasing the productivity and efficiency of rice farming, with a case study of Pak Margono, a rice farmer in Amunkay, Tanah Miring District. This research uses a descriptive method with purposive sampling technique in selecting the sample. Data was collected through observation and interviews with farmers, as well as analysis of related literature. The research results show that the traditional methods used by Mr. Margono cause low productivity, high operational costs, and less than optimal quality of harvest. Apart from that, dependence on weather in the grain drying process and limited market access are the main factors hindering increasing farmers' income.  The application of technology such as the use of mechanical harvesting equipment, automatic irrigation systems and grain drying technology has been proven to be able to increase production efficiency and reduce post-harvest losses. Apart from that, digitalization in marketing agricultural products can expand market access and increase selling prices. Therefore, the recommendations for this research include educating farmers about agricultural technology, increasing access to modern agricultural equipment, and strengthening digital-based marketing infrastructure. Implementation of this strategy is expected to improve farmer welfare and the sustainability of the rice farming sector in Indonesia.