Marketing Management and Financial Management of Goat Farming in Bantar Panjang Village, Tigaraksa, Tangerang Regency

Authors

  • Arifin Idrus STIEM Bongaya Makasar, Indonesia
  • Mariana Tenreng Makassar State University, Indonesia
  • Slamet Riyanto Tangerang Raya University, Indonesia
  • Susilowati Susilowati Tangerang Raya University, Indonesia

DOI:

https://doi.org/10.58818/ijems.v4i3.203

Keywords:

Marketing Management, Financial Management, Goat Farming

Abstract

This study aims to analyze the marketing management and financial management of goat farming in Bantar Panjang Village, Tigaraksa District, Tangerang Regency. Goat farming is one of the main sources of income for the local community, yet it still faces challenges in marketing and effective financial record-keeping. The research method used is a descriptive qualitative approach through interviews, field observations, and document studies with local farmers. The findings show that the marketing strategy is still conventional, relying on local networks, while financial record-keeping is not well-structured, making it difficult to make long-term economic decisions. The study recommends the implementation of a digital marketing strategy, enhancing the farmers' capacity in business management, and using a simple but systematic financial recording system to improve the efficiency and sustainability of the goat farming business.

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Author Biographies

Arifin Idrus, STIEM Bongaya Makasar, Indonesia

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Mariana Tenreng, Makassar State University, Indonesia

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Slamet Riyanto, Tangerang Raya University, Indonesia

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Susilowati Susilowati, Tangerang Raya University, Indonesia

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References

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education. This book provides foundational concepts in marketing management, including strategies, the marketing mix, and modern marketing approaches, which are essential for understanding marketing practices in goat farming.

Stanton, W. J. (2002). Fundamentals of Marketing (13th ed.). McGraw-Hill. A comprehensive guide to marketing strategies, with a focus on product marketing, pricing, distribution, and promotional strategies. Useful for understanding how to structure the marketing of agricultural products.

Horne, J. C. V., & Wachowicz, J. M. (2009). Fundamentals of Financial Management (13th ed.). Pearson. This textbook covers the basics of financial management, including budgeting, financial planning, and financial analysis, which are directly applicable to small-scale livestock farming.

Soeharno, S. (2005). Livestock Farming and Rural Economic Development in Indonesia. Indonesian Journal of Agriculture. Discusses the role of livestock farming in rural economies and how financial management and marketing strategies impact the sustainability and growth of such businesses.

Miles, M. B., & Huberman, A. M. (1992). Qualitative Data Analysis: An Expanded Sourcebook (2nd ed.). Sage Publications. A methodological resource for qualitative data analysis, particularly for case studies and field research, which can be used in analyzing data collected from interviews and observations in goat farming management studies.

Pritchard, G. A., & Silvani, M. P. (2018). Financial Management in Agricultural Enterprises. Springer. Offers insight into the application of financial management principles in agricultural businesses, specifically for smallholder farmers. It covers financial planning, budgeting, and capital management in livestock farming.

Sharma, R., & Bansal, A. (2017). Marketing Management in Agribusiness. Springer. This book examines the marketing practices in agribusiness, with a focus on understanding the challenges and strategies used in marketing agricultural products like goat meat and dairy products.

Chamberlain, D. W., & Baker, M. A. (2010). Small Scale Agricultural Enterprises and Financial Sustainability. University of California Press. Discusses financial sustainability in small-scale agricultural enterprises and offers case studies that can be used for understanding how small farmers can manage finances and marketing to achieve long-term success.

Berman, B., & Evans, J. R. (2013). Retail Management: A Strategic Approach (12th ed.). Pearson Education. While focused on retail, this book offers insights into customer relations, market positioning, and promotional strategies that could be beneficial for goat farmers when engaging with direct consumers.

Tan, S. F., & Lau, S. T. (2014). Marketing of Agricultural Products: Concepts and Strategies. Routledge. Provides an analysis of marketing agricultural products and strategies that can help farmers gain access to broader markets and enhance their marketing skills in promoting farm products.

Berry, L. L., & Parasuraman, A. (1991). Marketing Services: Competing Through Quality. The Free Press. This book, though primarily about services, offers significant insight into quality management and customer relationship building that can be adapted to improve marketing practices in goat farming.

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Published

2025-06-09

How to Cite

Idrus, A., Tenreng, M., Riyanto, S., & Susilowati, S. (2025). Marketing Management and Financial Management of Goat Farming in Bantar Panjang Village, Tigaraksa, Tangerang Regency. The International Journal of Education Management and Sociology, 4(3), 109–115. https://doi.org/10.58818/ijems.v4i3.203

Issue

Vol. 4 No. 3 (2025): May - June : The International Journal of Education Management and Sociology

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Copyright (c) 2025 Arifin Idrus, Mariana Tenreng, Slamet Riyanto, Susilowati Susilowati

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