TRANSFORMASI RANTAI PASOK: DAMPAK ADOPSI E-COMMERCE DAN MEDIA SOSIAL TERHADAP MARJIN KEUNTUNGAN PETERNAK BEBEK PEDAGING DI TINGKAT PEDESAAN

Abstract

ABSTRAK

Rantai pasok tradisional pada peternakan bebek pedaging di tingkat pedesaan seringkali melibatkan jalur distribusi yang panjang, sehingga menyebabkan rendahnya marjin keuntungan di tingkat peternak. Penelitian ini bertujuan untuk menganalisis transformasi rantai pasok melalui adopsi e-commerce dan media sosial, serta dampaknya terhadap peningkatan marjin keuntungan peternak bebek pedaging di Desa Kejawan]. Penelitian menggunakan metode deskriptif kuantitatif dengan teknik pengambilan sampel secara purposive sampling terhadap 6 peternak. Data dianalisis menggunakan analisis marjin pemasaran dan efisiensi rantai pasok sebelum dan sesudah adopsi platform digital (WhatsApp, Facebook Marketplace, dan Instagram). Hasil penelitian menunjukkan bahwa penggunaan media sosial dan e-commerce mampu memangkas rantai distribusi dari struktur empat tingkat (peternak-tengkulak-pedagang besar-pengecer) menjadi sistem pemasaran langsung (direct-to-consumer). Transformasi ini berdampak pada peningkatan marjin keuntungan peternak sebesar 20% dan peningkatan harga jual di tingkat peternak sebesar 15% karena hilangnya ketergantungan pada tengkulak. Selain itu, jangkauan pasar meluas hingga ke luar wilayah lokal. Penelitian ini menyimpulkan bahwa literasi digital dan pemanfaatan platform e-commerce merupakan faktor kunci dalam meningkatkan daya saing ekonomi dan keberlanjutan bisnis peternakan bebek di pedesaan.

Kata kunci: Rantai Pasok, E-Commerce, Media Sosial, Bebek Pedaging, Marjin Keuntungan, Peternakan Desa.

ABSTRACT

Traditional supply chains for broiler duck farms at the rural level often involve long distribution channels, resulting in low profit margins at the farmer level. This study aims to analyze supply chain transformation through the adoption of e-commerce and social media, and its impact on increasing profit margins for broiler duck farmers in Kejawan Village. The study used a quantitative descriptive method with a purposive sampling technique for six farmers. Data were analyzed using marketing margin analysis and supply chain efficiency before and after the adoption of digital platforms (WhatsApp, Facebook Marketplace, and Instagram). The results showed that the use of social media and e-commerce was able to shorten the distribution chain from a four-tier structure (breeder-middleman-wholesaler-retailer) to a direct marketing system (direct-to-consumer). This transformation resulted in a 20% increase in profit margins for farmers and a 15% increase in selling prices at the farmer level due to the reduction of dependence on middlemen. Furthermore, market reach expanded beyond the local area. This study concluded that digital literacy and the use of e-commerce platforms are key factors in increasing the economic competitiveness and sustainability of duck farming businesses in rural areas.

Keywords: Supply Chain, E-Commerce, Social Media, Broiler Ducks, Profit Margin, Village Farming.