Swamp Buffalo Marketing Transformation (Bubalus bubalis carabauesis) Digital-Based Marketing: Cases in Hulu Sungai Utara Regency, South Kalimantan Province
Swamp Buffalo Marketing Transformation (Bubalus bubalis carabauesis) Digital-Based Marketing: Cases in Hulu Sungai Utara Regency, South Kalimantan Province
Neni Widaningsih1,2*, Budi Hartono2, Hari Dwi Utami2, Eni Siti Rohaeni3
ABSTRACT
This study aims to examine the marketing transformation of swamp buffalo (Bubalus bubalis carabauesis) with digital-based marketing. This research has been carried out from January to June 2022 in Paminggir District, Hulu Sungai Regency, North of South Kalimantan Province. The methods used in this study are survey and observation methods. Data collection carried out includes; purposive sampling and accidental sampling techniques with the main respondents, namely breeders, collecting merchants, wholesalers, retailers, and consumers. The number of respondents in this study was 135 persons. Methods of data analysis carried out include; qualitative analysis and quantitative analysis. Qualitative analysis is intended to find out the characteristics of marketing institutions, and the marketing channels of buffalo cattle. While quantitative analysis is intended to find out margins and farmer share and marketing efficiency. The results of the study obtained that there are 4 patterns of swamp buffalo marketing channels, namely: 1) direct marketing funnel patterns, 2) one-level marketing funnel pattern, 3) two-tiered hardening funnel pattern, and 4) three-tier marketing funnel pattern. One-level marketing patterns have the highest value of marketing efficiency (Eps= 3.19) compared to two-tier marketing patterns (Eps=7.37) and three-level marketing patterns (Eps= 8.97). The marketing intermediary institutions that get the highest profit share are large traders.
Keywords | Livestock, Swamp Buffalo, Marketing, Margins
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