Strategy of Implementation Highest Medium Rice Retail Price Policy

The purpose of this study is to find out what factors influence the implementation of the policy and formulate the strategy for implementing the policy. The main data type is primary data and is equipped with secondary data. Data collection methods are used interviews, questionnaires and literature studies. Research analysis used a SWOT analysis tool. Based on the results of the study that internal factors and external factors that influence the strength of internal factors consisting of easily published policies, adequate human resources, policy objectives and clear sanctions for policy violators. The weakness side is that the level of supervision is not optimal, the implementer rejects the policy, the highest retail price level is not right and the policy information has not been clearly conveyed. Whereas the opportunity side of external factors is the ability to increase rice stocks with imports, the government's readiness to fill rice stocks in the market and the public's encouragement to maintain stability in rice price stability. The threat side is the availability of rice from limited farmers, disruption of rice production factors and a long rice distribution chain. The right strategy used today is a defensive strategy.


INTRODUCTION
The issue of stability in rice prices is important to note because it guarantees the availability of rice in consumer households and influences regional stability (Wibowo et al., 2015). Stable rice prices can also prevent poor farmers and consumers from falling into the poverty trap (Dawe & Timmer, 2012). However, the stable price of rice is not enough because if the price of rice is stable but the price is not affordable to the people, the stability of rice prices can make the poor people miserable.
The average price of rice in Indonesia is very high compared to the average price of international rice, namely the price of rice in Indonesia of US $ 1 / kg and the average international rice price of US $ 0.4 / kg (Idris, 2017). There is an assumption that high rice prices can benefit farmers, but distributors are the ones who benefit the most (Obayelu, 2011) and the largest distribution of marketing margins is in the rice mill and middlemen (Ariwibowo, 2013). Therefore, to address the problem of stability, affordability of prices and unfavorable distribution of profit margins next to the parties, the government needs to make a direct pricing policy on rice commodities through the Regulation of the Minister of Trade of the Republic of Indonesia No. 57 / M-DAG / PER / 8/2017 concerning Determination of the Highest Retail Price of Rice or commonly called the HET policy of rice to maintain the stability and certainty of rice prices, and affordability of rice prices at consumers. The policy will take effect on September 1, 2017, starting from traditional markets to modern retailers. This rice HET is regulated based on zoning. Java, Lampung, South Sumatra, Bali, NTB and Sulawesi are considered as rice producer regions. So that in these areas the price of medium rice is set at Rp 9,450 / kg and premium is Rp 12,800 / kg. While for other regions that require more transportation costs, the price is added to Rp500. In the HET rice policy, every rice seller in retail to consumers must follow the HET rules that have been made and must bear the consequences of administrative sanctions if the sellers violate them. The sanction is in the form of revoking business licenses by officials issuing permits after receiving a maximum written warning twice from the issuing permit official. In Indonesia, if seen by island, the contribution of agricultural households in Java is 76.4 percent (BPS, 2014). This should make the price of rice affordable. However, based on table 1, medium rice prices in various capitals on Java Island during August to December 2017 mostly experience varying price increases, some even exceed the highest retail prices determined by the government. The biggest price increase occurred in Semarang City at 12.16% followed by Yogyakarta City at 11.74%. While other cities have relatively small price increases, Bandung City rose by 4.25%, Serang City increased by 3.33% even in Jakarta City medium rice prices decreased by 3.39% and Surabaya City fell by 0.11 %.

RESEARCH METHODS
In this study using a qualitative approach because it aims to explore an object of research. A qualitative approach is used if the research problem is not clearly known. (Sugiyono, 2015).

RESULTS AND DISCUSSION
The opportunity factor itself is the government's ability to increase the supply of rice by importing (O1)  (Level of supervision of the implementation of policies that are not optimal) with a score of 0.5129. While the greatest strength is in S1 (easily published policy) with a score of 0.4911.   Opportunity-Threat 2.67-2.9 = -0.23.   The strategy that the government needs to implement is a defensive strategy. Defensive strategy is a strategy used to deal with weaknesses and threats (Rangkuti, 2014). In table 4, the biggest weakness that needs to be overcome is W1 (the level of supervision of policy implementation that is not optimal). This weakness arises because of the lack of supervisory staff in the field and to overcome this need to involve the community to be a supervisor of the implementation of HET rice policy in Semarang City by reporting rice traders who sell rice above the highest retail price.
In table 3, the biggest threat faced is T3 (long rice distribution chain). In facing this threat, the government needs to urge rice sellers in Semarang to buy rice from the Logistics Bureau. So that rice sellers do not get rice from BULOG when there is only market operations. Rice in BULOG is rice obtained from farmers. So that the rice distribution chain becomes shorter, from farmers to BULOG, it continues to retail rice traders on the market.
In addition to defensive strategies, there are several strategies that can be implemented by the government so that policy implementation can be carried out properly, namely:

SO Strategy
The strategy is to use force to take advantage of opportunities by intensifying the publication of medium rice prices supplied by the government through Logistics Bureau so that consumers can bargain clearly. Because with complete information in the form of medium rice prices paid by traders to BULOG, consumers can consider for themselves the appropriate price margins obtained by medium rice traders.

WO Strategy
The strategy is done by overcoming weaknesses by taking advantage of opportunities. One of the WO strategies that can be done is to provide an opportunity for the community to participate in maintaining price stability by making people able to actively participate in monitoring and reporting medium rice sellers who sell medium rice at unreasonable prices.

ST strategy
The strategy is to use force to avoid threats by directing traders if at any time there is a surge in the price of rice being expensive above the highest retail price to buy rice directly to BULOG. This needs to be done so that the long rice distribution chain can be cut off. So that the margin generated from the distribution chain is not too large.

WT Strategy
Strategies to minimize weaknesses and  Implementation of the highest rice retail price policy in a situation that is less profitable because it is dominated by factors that become threats and weaknesses, a defensive strategy is needed to overcome these threats and weaknesses. Especially to overcome weaknesses in the form of supervision that is not optimal and overcome the threat of a long rice distribution chain.