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The Resilience of Rendang Industries During and After Covid 19 Pandemic: A Marketing Collaboration and Supply Chain Management Approach

The Resilience of Rendang Industries During and After Covid 19 Pandemic: A Marketing Collaboration and Supply Chain Management Approach

Winda Sartika1*, Budi Hartono2, Hari Dwi Utami2, Lilik Eka Radiati2 

1Department of Social Economics, Faculty of Animal Husbandry, Andalas University Limau Manis Campus, Padang, West Sumatra, Indonesia 25164; 2Faculty of Animal Science, Brawijaya University, Malang, East Java, Indonesia 65145.

*Correspondence | Winda Sartika, Department of Social Economics, Faculty of Animal Husbandry, Andalas University Limau Manis Campus, Padang, West Sumatra, Indonesia 25164; Email: winda.sartika@gmail.com 

ABSTRACT

This research was carried out to analyze the resilience of the rendang industry during and after the Covid-19 pandemic through collaboration marketing and supply chain management approaches. Research using the survey method, snowball sampling in the rendang industry with raw beef, and purposive and accidental sampling on the supply chain institutions involved in rendang production. The research respondents comprised 61 respondents from the rendang industry, including suppliers of raw materials, distributors, and consumers of rendang with qualitative and quantitative descriptive data analysis. The results of the study show that the resilience of the beef rendang industry during and after the Covid-19 pandemic caused good collaboration and cooperation between the institution chain involved; supply begins with the provision of beef raw materials in terms of information flow, financial flow, and product flow. Vertical collaboration from rendang raw material suppliers strengthens the supply chain network to distribute rendang products to the end consumers. The supply of rendang raw materials starts from breeders, collectors, wholesalers, and retailers to the rendang processing industry. The rendang industry’s beef price is IDR 115,000.00-IDR 120,000.00 per kilogram, about 7.5% lower than the price for household consumers, IDR 130,000.00 per kilogram. The most efficient marketing channel comprises farmers, collectors, and final consumers, with a marketing efficiency value of 0.94 %. Marketing collaboration and active supply chain institutions involved in the supply of raw materials for the rendang industry can make the rendang industry in Payakumbuh survive in the pandemic Covid19 situation and up this point. 

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Advances in Animal and Veterinary Sciences

August

Vol. 12, Iss. 8, pp. 1410-1621

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