Marketing Analysis of Edible Bird’s Nest in Tinanggea Village in Southeast Sulawesi

Andi Alyah Mutifa; Ilma Sarimustaqiyma Rianse; Wa Ode Yusria; Haji Saediman

doi:10.59890/ijmbi.v3i5.185

Authors

Andi Alyah Mutifa Halu Oleo University, Kendari
Ilma Sarimustaqiyma Rianse Halu Oleo University, Kendari
Wa Ode Yusria Halu Oleo University, Kendari
Haji Saediman Halu Oleo University, Kendari

DOI:

https://doi.org/10.59890/ijmbi.v3i5.185

Keywords:

Agribusiness, Edible Bird’s Nest, Marketing Margin, Marketing Channel, Effciency

Abstract

Edible bird’s nest (EBN) is a high-value agribusiness commodity with a complex marketing chain from producers to export markets. This study analyzes the marketing channels and efficiency of EBN in Tinanggea Village, South Konawe District, Indonesia. A quantitative descriptive approach was employed, surveying 30 swiftlet nest entrepreneurs and key intermediaries (one sub-district collector and one wholesaler) via census and snowball sampling. Data were gathered through observations and structured interviews, then analyzed for marketing margins and efficiency. Two distinct marketing channels were identified: a longer chain (Channel I: producer → sub-district collector → wholesaler → exporter) and a shorter chain (Channel II: producer → wholesaler → exporter). Marketing margin analysis revealed that producers received a much lower price in Channel I than in Channel II, resulting in farmer’s share percentages of 35.71% and 51.43% respectively. Based on a common efficiency criterion (farmer’s share ≥ 50%), Channel I was deemed inefficient, whereas Channel II was efficient. These findings indicate that the more streamlined channel allows producers to capture a greater share of the final price, improving marketing efficiency. The results are consistent with other agribusiness studies showing that shorter supply chains yield higher returns for producers. This research suggests that encouraging direct marketing channels can enhance efficiency and producer income.

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