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Farmers

Market Orientation Crucial for Farmers in Modern Agriculture

Strategic Insights

— 1 min read

Research at Universitas Syiah Kuala has shown that market orientation is a vital factor for farmers in the competitive era of modern agriculture. The study aimed to measure the level of market orientation among rice farmers in Aceh Besar Regency using two indices: Crop Specific Marketability Index (CMI) and Market Index (MOI). The findings indicate that the market orientation level of rice farmers in the region is still moderate, with a moderate distribution of MOI values ranging from 0 to 0.9. The average MOI value among rice farmers in Aceh Besar is 0.5, indicating that farmers allocate only 50% of their land to produce crops for the market.

Key Takeaways:

  • The study found that the market orientation level of rice farmers in Aceh Besar Regency is still in the moderate category, indicating a need for improvement in farmers' awareness and capacity to adopt market-oriented agricultural practices.
  • The Crop Specific Marketability Index (CMI) revealed that rice farmers in Aceh Besar sell 62% of their rice production, indicating a strong focus on market sales.
  • The Market Index (MOI) showed a varied distribution with values ranging from 0 to 0.9, indicating that farmers allocate only 50% of their land to produce crops for the market.
  • The study recommended that farmers' awareness and capacity to adopt market-oriented agricultural practices be increased through extension services, thereby enhancing productivity and the competitiveness of agricultural products.
  • The research highlights the importance of market orientation in the success of farmers in modern agriculture.

Statistics:

  • 62% of rice farmers in Aceh Besar Regency sell their rice production (CMI value of 0.62).
  • The average MOI value among rice farmers in Aceh Besar is 0.5, indicating that farmers allocate only 50% of their land to produce crops for the market.
  • MOI values ranged from 0 to 0.9, indicating a varied distribution among rice farmers in the region.
  • The study aimed to measure the level of market orientation among 100 rice farmers in Aceh Besar Regency.

Sources:

  • Sepa, 2025,22(1):119-128. "Market Orientation of Rice Farmers in Aceh Besar Regency". Department of Agribusiness, Faculty of Agriculture, Universitas Sebelas Maret Surakarta. doi: 10.20961/sepa.v22i1.93328.
  • NewsRx. Universitas Syiah Kuala Researchers Publish Findings in Agriculture (Market Orientation of Rice Farmers in Aceh Besar Regency). Agriculture Week. October 23, 2025; p 532.

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