This research was conducted at P4S Artha Tani in the village of Susukan, Susukan district, Banyumas Regency. The research period conducted from October to November 2023. The objectives of this study were: 1) To understand the characteristics of P4S Artha Tani management. 2)To comprehend the marketing channels of Inpari Rice at P4S Artha Tani.3)To identify the reasons behind the chosen marketing channels for InpariRice at P4S Artha Tani. 4) To explore the constraints and solutions in the utilization of marketing channels for Inpari Rice at P4S Artha Tani.
The research employed a case study research method, focusing on P4S Artha Tani in the village of Susukan, Susukan Subdistrict, Banyumas Regency, utilizing both qualitative and quantitative descriptive approaches. The data used consisted of primary and secondary data. The sampling method employed was a census, with a total of 13 P4S Artha Tani managers included in the study.
The research findings concluded that the characteristics of P4S Artha Tani managers in the village of Susukan, Susukan district, Banyumas Regency included a majority of male gender, respondents predominantly aged between 46 and 56 years, with the highest level of education being tertiary education, and an average family size of 4-5 members. P4S Artha Tani utilized three types of marketing channels: zero-stage channel, one-stage channel, and two-stage channel. The reasons for selecting these channels were based on the channel pattern type I, chosen due to concerns about the extended storage of Inpari Rice leading to an increase in amylose content and damage to the rice grains. Consequently, P4S Artha Tani opted for a short marketing channel. For channel pattern type II, the selection was driven by difficulties encountered in marketing Inpari Rice directly to consumers, often resulting in delayed payments. Channel pattern type III was chosen due to the substantial demand from distributors. Constraints and solutions in the utilization of Inpari Rice marketing channels included limited availability of Inpari Rice, addressed through proper storage during harvest seasons. The second constraint involved transactions, with a solution presented in the form of establishing Memorandums of Understanding (MOUs). The third constraint, fluctuating rice prices, could be mitigated through increased rice production. The fourth constraint, pest infestation, could be addressed by implementing proper storage management practices. The final constraint, weather-related factors, could be managed through crop rotation.