| Summary: | Agribusiness players play an essential role in creating good business relationships in every supply chain for agricultural products in Indonesia. This research was conducted with the aim of 1) Knowing the actors involved in the Sweet pepper product supply chain, 2) Knowing the roles of the actors involved in the Sweet pepper product supply chain, and 3) Knowing the relationship between these actors through a dynamic system. This research is descriptive with a case study on the cultivation and trading of sweet pepper, where this commodity has an excellent opportunity to be developed in Indonesia. Even though the export value is high, the sweet pepper commodity has a particular consumer and is not as many as other fruits. The research was conducted in Pasuruan, Indonesia, with a purposive method involving related actors. In this research, they were found six actors in the supply chain: farmers, collectors, middlemen/wholesalers, retailers, and consumers. The six actors carry out a harmonious business relationship in the cultivation sector, the first and second-tier product distribution sectors to consumers.
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