Factors Influencing Farmers' Decisions to Conduct E-Marketing to Increase Pig Farming Income in Bolaang Mongondow, North Sulawesi, Indonesia

Abstract

The aim of this study was to determine the factors influencing farmers' decisions to conduct e-marketing to increase pigs in Bolaang Mongondow Regency, North Sulawesi Province. The survey method was carried out on 84 pig farmers in East Dumoga District, which was determined by total quota sampling, then data analysis used a logit model. The results showed that there were 50% of farmers using electronic marketing methods. Factors influencing farmers' decisions to conduct e-marketing to increase pigs are the number of sales, the price of the pigs, the distance between the pigpen and the market, and the ability to use electronic media. Electronic marketing is used by farmers who are already affiliated with pig farmer community groups, through Facebook and WhatsApp social media. The total income of pig farmers using electronic marketing methods is higher than those of pig farmers using other methods of 16.95% per period. Keywords: e-marketing, pig farming, income