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All Journal Jurnal Ilmiah Manajemen Kesatuan Jurnal Cendekia Ilmiah
Elisabet Pali
Universitas Kristen Indonesia Toraja, Indonesia
Humanities Economics, Econometrics & Finance Social Sciences

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Marketing Management Strategies of Buffalo Livestock Traders in Addressing Price Fluctuations at Bolu-Rantepao Animal Market Isak Pasulu; Elisabet Pali; Elsap Patta Pasulu; Johanna R. Tangirerung
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 4 (2025): JIMKES Edisi Juli 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i4.3712

Abstract

This study explores marketing management strategies employed by buffalo livestock traders at the Bolu-Rantepao Animal Market, North Toraja, in addressing extreme price volatility shaped by cultural and seasonal factors. Responding to a significant research gap in marketing practices within culturally embedded traditional markets, this study adopts a qualitative descriptive approach using case study methodology. Data were collected through in-depth interviews, participant observation, and document analysis with four purposively selected informants operating in high-volume buffalo trade. Analysis reveals that successful traders implement integrated marketing systems comprising five key components: market intelligence for predictive planning, product portfolio management through quality and segment differentiation, dynamic value-based pricing strategies, multi-channel distribution optimization, and customer relationship management (CRM) for loyalty and premium pricing leverage. These strategies enable traders to navigate volatile market dynamics, especially during ceremonial demand spikes such as the Rambu Solo. The findings highlight that adaptive execution, systematic planning, customer orientation, and feedback-driven improvements are central to marketing success. This study contributes to marketing theory by contextualizing modern management principles in traditional commodity markets and offers practical insights for strategic development in rural livestock economies. It also suggests digital adoption and CRM systems as key leverage points for future competitiveness in similarly structured markets across developing countries.
Analisis Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Minat Beli Ulang pada Sado’ko’ Coffee Di Kecamatan Makale, Kabupaten Tana Toraja Raynald Caprius Bandangan; Abedneigo Carter Rambulangi; Elisabet Pali
J-CEKI : Jurnal Cendekia Ilmiah Vol. 5 No. 3: April 2026
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/j-ceki.v5i3.15243

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, dan citra merek terhadap minat beli ulang pada Sado’ko’ Coffee di Kecamatan Makale, Kabupaten Tana Toraja. Latar belakang penelitian ini didasarkan pada semakin ketatnya persaingan dalam industri kopi lokal, sehingga pemahaman terhadap faktor-faktor yang memengaruhi keputusan pembelian ulang menjadi penting untuk menjaga keberlanjutan usaha. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, dengan pengumpulan data melalui kuesioner yang telah diuji validitas dan reliabilitasnya. Analisis data dilakukan menggunakan regresi linier berganda setelah melalui serangkaian uji asumsi klasik. Hasil penelitian menunjukkan bahwa kualitas produk dan citra merek berpengaruh positif dan signifikan terhadap minat beli ulang, sementara harga menunjukkan pengaruh negatif namun signifikan terhadap minat beli ulang. Secara simultan, ketiga variabel tersebut memberikan pengaruh yang signifikan terhadap minat beli ulang konsumen. Temuan ini menegaskan bahwa kualitas produk, persepsi harga, dan kekuatan citra merek merupakan determinan utama dalam mendorong loyalitas konsumen pada industri kopi lokal. Penelitian ini memberikan implikasi praktis bagi pelaku usaha untuk mengoptimalkan kualitas produk, menetapkan strategi harga yang sesuai dengan persepsi nilai konsumen, serta memperkuat citra merek guna meningkatkan minat beli ulang dan daya saing usaha.
Co-Authors Elsap Patta Pasulu Isak Pasulu Johanna R. Tangirerung Raynald Caprius Bandangan