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<p>Aktivitas pemasaran merupakan hal yang paling penting dalam sistem agribisnis mulai dari penyediaan sarana produksi pertanian (subsistem input), usahatani (<em>on farm</em>), pemasaran dan pengolahan hasil pertanian, serta subsistem penunjang (penelitian, penyuluhan, pembiayaan/kredit, intelijen pemasaran atau informasi pemasaran, kebijakan pemasaran).<strong>  </strong>Tujuan dari pemasaran yaitu menjembatani apa yang diinginkan produsen dan konsumen dalam melengkapi proses produksi. Hampir semua aktivitas pemasaran membantu produsen dalam memahami keinginan konsumen. Jadi, pemasaran membantu menemukan berbagai jawaban dari lima pertanyaan kunci dalam setiap sistem ekonomi, antara lain :</p><ol><li>Apa yang seharusnya diproduksi ?</li><li>Berapa banyak produk yang seharusnya diproduksi ?</li><li>Kapan seharusnya produk diproduksi ?</li><li>Siapa yang memproduksi ?</li><li>Siapa yang membuat pasar untuk produk tersebut ?</li></ol>

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PurposeThis paper aims to analyse the governance structures of the Indonesian chilli value chain, price volatility issues across the chain and to critically explore the value chain actors' perceptions and responses to price volatility.Design/methodology/approachThe authors used semi-structured interviews with 148 primary actors of the Indonesian chilli value chain. In-depth interviews with 22 key stakeholders – from local, provincial and national levels – were conducted in order to obtain additional information about their roles and the current policies and challenges in the chilli industry. The authors also conducted focus group discussions (FGDs) with farmers and support providers and held a national workshop to gather governance and price volatility risk-related information.FindingsThe Indonesian chilli value chains are long, complex and involve multiple actors. Most relationships within the value chains are based on market governance in which price regulates transactions. Most value chain actors shared a similar perception of price volatility and its causes. Under different governance structures, the value chain actors identified production, product characteristics and marketing as a major cause of price volatility. Although strategies applied by the value chain actors varied, in the main they are all aimed at minimising the impact of price volatility. Contractual arrangements are viable alternatives to minimising price risk.Research limitations/implicationsThis research relies primarily on qualitative data derived from purposive data collection methods, which may reduce the ability to generalise the findings. A quantitative analysis is required to validate the level of price volatility perceived by the stakeholders and to assess the cause and impact of price volatility across the chain. Future research should focus on proposing and assessing potential policy interventions that address price volatility, in order to facilitate the development of the Indonesian chilli industry.Originality/valueTo the best of the author’s knowledge, this study is the first to investigate the governance structures of the Indonesia chilli value chain, the value chain actors' perceptions of price volatility and their responses under the different types of governance in a developing country context.

Global market provides opportunities for business owners to grow their business. However, to what extent farmers-as one of business owners-take benefits from the global markers remains unclear. This paper aims to investigate the impact of entrepreneurial orientation on farmers' involvement in global supply chain, in turn on farm performance. The data were gathered from a survey of 320 samples of vegetable farmers in three regions in West Java, Indonesia. Using PLS analysis, our findings demonstrate that farmers with higher entrepreneurial orientation (reflected by dimensions of innovativeness, proactiveness, risk taking, competitive aggressiveness, and autonomy), involve more in global supply chain, and gain higher farm performance. Ultimately, the more farmers involve in global supply chain, the higher their farm performance. Our findings provide an empirical support for the impact of entrepreneurial orientation on enabling farmers' ability to involve in broader supply chains beyond the domestic ones. As a consequence, farmers enjoy better farm performance.

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