THE EFFICIENCY OF BEEF CATTLE MARKETING CHANNEL IN GORONTALO DISTRICT DURING THE COVID-19 PANDEMIC

Abstract

This research confers an analysis of beef cattle marketing channels during the COVID-19 pandemic, margins and profits earned by marketing institutions, and the most efficient marketing channel. It was carried out in Asparaga, Tolangohula, Boliyohuto, Mootilango, and Pulubala in September-November 2020 using descriptive analysis. We found two direct marketing channels and three indirect marketing channels before and during the pandemic. The margin of Channel I, II, III, IV, and V before the pandemic was IDR0, IDR1,500,000, IDR5,000,000, IDR2,500,000, and IDR2,000,000, respectively. Meanwhile, the margin of Channel I, II, III, IV, and V during the pandemic was IDR0, IDR3,000,000, IDR6,000,000, IDR4,000,000, and IDR4,000,000, respectively. In regard to marketing efficiency levels before and during the pandemic, Channel I was 0.41%, followed by Channel V, which was 0.62%. Moreover, Channel II, III, and III were inefficient at 7.0%, 4.12%, and 2.95%, respectively. Meanwhile, during the pandemic, the most efficient marketing channels were Channel I and V, namely 0.5% and 0.05%, respectively. The other marketing channels, which were Channel II, III, and IV, i.e., 3.43%, 4.12%, and 1.25%, were inefficient.