Dynamic modeling of marketing channels to control the inventory of Black Rice in Yogyakarta Indonesia

Black rice is anthocyanin-containing rice. Black rice farming can be found in several parts of Indonesia, including in Yogyakarta where the harvest is mainly used for self-consumption and to be marketed. In 2018, almost half of the farmers facing the problem to market the harvest. On the other hand, black rice distributors expressed their needs of more supply to meet Yogyakarta market demand. Therefore, it is necessary to do research on modeling the black rice marketing channel system to observe the behaviour of black rice inventory. This study aims to produce a black rice marketing system model and find out the black rice inventory system in Yogyakarta using a dynamic modeling. The sampling techniques used purposive and snowball sampling in the black rice marketing channels. The results show that the system consisted of farmers, collectors, distributors, retailers and consumers subsystems, and the best scenario in the simulation implied the collectors and distributors must increase the sale to other areas outside Yogyakarta. © 2019 IOP Publishing Ltd. All rights reserved.