Monday, 13 April 2020

DEVELOPMENT OF RABBIT LIVESTOCK BUSINESS MARKETING

Development of Rabbit Livestock Business Marketing Channels Through Facebook Media in Lawang District, Malang Regency


           The purpose of this study is to investigate the development of conventional marketing channels through social media Facebook that is formed naturally in rabbit breeders. This research is expected to provide input to rabbit breeders in order to find out how the development of marketing through social networks Facebook. This research was conducted on March 1-May 30, 2019 at Malang District Lawang Rabbit Farm.

           The method used in this research is a qualitative method with case study case studies. The methods used in data collection are structured interviews, participatory observation and documentation. This study also uses secondary data sources obtained from relevant agencies such as the Central Statistics Agency and the Animal Husbandry Department. Data were analyzed using descriptive and added with Break Even Point (BEP) to determine the level of income.

          The results showed that the development of conventional marketing channels through Facebook media that was formed naturally: 1) Breeders - consumers, 2) Breeders - small collectors - consumers, 3) Breeders - big collectors - small collectors - consumers. The marketing channel of the rabbit livestock business in the naturally formed Lawang rabbit breeder has many advantages such as increasing the selling price of rabbit tillers and increasing economic income. Farmers are trying to intensify marketing development through Facebook networking media by utilizing Facebook facilities such as buying and selling groups. So that the development of conventional marketing channels through Facebook online media is very effective and efficient for developing rabbit cattle business. With a clear profile account and an interesting product description post so that it serves in the group buying and selling rabbits on Facebook. Make it easier for consumers to connect with farmers. After developing conventional marketing patterns through Facebook online media. There are several advantages, namely an increase in the price of rabbit puppies in all types determined by farmers no longer from collectors, expansion of the marketing network area, the quality of rabbit seedlings products that are well-known by consumers, so they are able to compete with foreign products and are more effective and efficient so that farmers it's easier to benefit.

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