Utilization of Social Media in Livestock Product
Marketing Group of Cattle
1
Kurniawan Teguh Martono
Computer Engineering Department
Diponegoro University
Semarang, Indonesia
k.teguh.m@gmail.com
Abstract— Today information technology, especially Internet
technology has developed quite significantly. The development
trend of the impact is a change in everything. Organizations
today use Internet technologies to facilitate in obtaining,
processing and disseminating information to other parties.
Products produced with the development of Internet technology
is with the advent of social media. Facebook, Twitter, WhatsApp
is one example of social media are widely used by people today.
Social media is becoming one of highly effective media campaign
and to the point. This study uses social media such as Facebook
Page. The process of determining the use of social media is using
waterfall methodology. Interface testing marketing system by
using black-box testing. Results of obtained from this testing
process is the interface used in the marketing application can
work with ease. Groups of cattle can easily notice the information
in the form article, picture and video.
Keywords—Social Media; Farmers; Information Technology
I. INTRODUCTION
Today information technology, especially Internet
technology has developed quite significantly. The development
trend of the impact is changes in everything. Organizations
today use Internet technologies to facilitate in obtaining,
processing and disseminating information to other parties.
Products produced with the development of Internet
technology is with the advent of social media.
Facebook, tweeter, Instagram and WhatsApp are examples
of social media is becoming a trend at the moment. The
number of users of each social media has increased in every
year. Based on data of active Internet users worldwide has now
reached $ 3.17 billion. From year to year, the number of
Internet users grew to 7.6 percent [1]. The growth of Internet
users also affected the growth of social media users.
Use of social media makes it easy for businesses both for
individual, small business or any business that is already great.
This convenience is further used as a tool for small businesses
or individuals to provide information about its products to other
users and see the response for the product. Even sometimes this
is businesses as well as providing an opportunity to other users
2
Cahya Setya Utama, 3Bambang Sulistiyanto,
4
Merry Christiyanto
Department of Animal Science
Diponegoro University
Semarang Indonesia
2
cahyasetyautama@gmail.com,
3
bsoel07@gmail.com
4
, marrychristiyanto@gmail.com
to perform transactions ordering products. Convenience
provided by social networking media is not uncommon to have
an effect on increasing sales of products owned by operators
[2].
Based on these problems, this research is intended to
explore how to utilize social media in the marketing process of
livestock production in the group of cattle in the district Gebog
Kudus District. With the use of social media is then expected to
help groups of cattle will be easier to evaluate and monitor the
sales process, the results of sales and marketing location
II. LITERATURE REVIEW
A. Information Technology
Information technology is a common form that describes
any technology that helps to produce, manipulate, store,
communicate or convey information [3]. Information
technology at this time becomes a very important part in an
organization. This is because every organization has
Implementation to use of information technology in support of
business processes. Application of information technology is
certainly a variety of purposes. Every organization has a
difference in the application of information technology it is
because the purpose of any organization is certainly different.
The broad objective is the use of information technology to
solve problems, enhance creativity and effectiveness in
carrying out certain jobs. Having an information technology
components are as follows:
1. Hardware is a physical device that is used to bring up
a technology. Examples of hardware is output input
devices, storage and CPU
2. Software is a programming language or operating
system that will be used.
3. Brain-ware is personal to be involved in the use of
computers. There are various roles that can be
performed in a computer system by brain-ware
components [4].
 Information technology has considerable benefits for an
organization. Needs time and cost efficiency, it will cause the
organization need to implement information technology in the
work environment. One example is to deploy an ERP
(Enterprise Resource Planning), the system includes a
management information system within an organization. E-
Commerce is the trading system by using electronic systems
and Internet networks.
B. Social Media
Currently social media is one of the applications of
information technology that has developed quite rapidly. Social
media is media that is accessible by the internet where users
can interact with each other, sharing and creating an
environment for information or a socializing. Besides social
media is a group of Internet-based applications that build on
the ideological and Web 2.0 technologies, and that enable the
creation and exchange of user-generated content [5]. Social
media has traits - traits as follows:
1. The message conveyed is not just for one person, but
can control every aspect of many examples of
messages through SMS or internet
2. The message conveyed freely, without having to go
through a Gatekeeper
3. The message conveyed tends to be faster compared to
other media
4. The message that determines the interaction time [6].
Facebook, Twitter, WhatsApp is one example of social
media are widely used by people today. Social media is
becoming one of highly effective media campaign and to the
point. Through this social media dissemination of information
can be done so that the widest product information will be up
to the consumer. By utilizing social media, consumers are also
not limited in the sense of being inside the country and abroad.
Indonesia is one country that has a sizable population.
Internet users in Indonesia reached 63 million people. Of that
number, 95 percent of people use the internet to access social
networks [7]. The use of social media has on SMEs to benefit
them as a means of personal contact with consumers, useful as
a means of promotion / advertising, assess the needs of
consumers, deliver a response to the consumer and as the basis
for business decision-making. The use of social media can
increase the sales volume of SMEs by more than 100%, but
most of the increase in sales volume is still less than 50%.
Based on observations of SMEs and social media are used,
SMEs managed to increase sales volume by more than 100%
due to use of social media as the cutting edge of
communications and marketing company, always update the
company information on social media every day. While SMEs
with an increase of less than 50%, largely due to more rare to
update the information with weekly or even monthly frequency
[8].
C. E-Commerce
E-commerce is a website that provides or can conduct
transactions online or also can be a way to shop or trade online
or direct selling are utilizing the Internet facility. E-commerce
will change all marketing activities and also while cutting
operational costs for trading activities. E-commerce major
impact on the business divided into three categories:
1. Improving direct marketing traditionally based mail
order and telemarketing.
2. Transforming the organization: change the
characteristics of jobs, careers and compensation.
3. Redefining the organization: bring new business
models based on marketspace online services.
In addition to the various standards used in the Internet, e-
commerce also uses its own standards, commonly used in the
transaction of business-to-business [9]. Some of the
commonly used are:
1. Electronic Data Interchange (EDI), a document
structure that is designed to enable large
organizations to send information over private
networks.
2. Open Buying on the Internet (OBI) is a standard
created by the Internet Purchasing Roundtable which
will ensure that a wide range of e-commerce systems
can talk to each other.
3. Open Trading Protocol (OTP), OTP is intended to
standardize the various activities associated with the
processing of payments, such as purchase
agreements, receipts for purchases and payments.
4. Open Profiling Standard (OPS), allows users to
create a personal profile of preferences of each user
to him for (share) with the merchant.
5. Secure Socket Layer (SSL), This protocol is designed
to establish a secure connection to the server. SSL
uses public key encryption technique to protect data
as it travels over the Internet.
6. Secure Electronic Transaction (SET), is used for
encoding credit card number is stored at the merchant
server.
7. Trusted, is a partnership of companies are trying to
build public trust in e-commerce by providing a good
housekeeping seal of approval on sites that do not
violate consumer privacy
III. METHODOLOGY
Methodology used in the manufacture of media marketing
using social media is to use waterfall models. t is very simple
to understand and use. In a waterfall model, each phase must
be completed before the next phase can begin and there is no
overlapping in the phases. Fig. 1 depict waterfall model.
 Fig. 1 Waterfall Model
The following stages were carried out with Waterfall Model:
1. Requirements: Requirements are gathered and
analyzed to see if the project is actually feasible. All
this information is documented in a requirement
specification document. At this stage of the interview
process is carried out with the head of a group of
cattle to determine the information to be presented in
media marketing, use social media interfaces and
determination that will be used.
2. Design: The design specifications created in this
phase are used in the coding phase to actually write
the code. The requirements are studied and evaluated,
and the design of the system is prepared. The team’s
goal is to understand what actions need to be taken
and what they should look like. At this stage, the use
of interface design and cover page Facebook Page
3. Implementation/Coding: The actual coding of the
software begins. Any flowcharts or algorithms
created in the design phase are translated into a
programming language. Implementation is done by
using the facilities Facebook Page.
4. Testing: Once the code is complete, the software
needs to be tested for any errors. When the testing is
finished, the software is delivered to the customer.
The use of this marketing medium using black-box
testing. This test focused on the use of the interface
functionality.
5. Maintenance: Once customers have been using the
software in the real world, they may find additional
problems. The development team will need to
resolve, change, or modify the software to continue
to be effective.
IV. RESULT
Facebook as the largest social media today have features
that can be used by groups of small and medium businesses or
other groups to promote their business to a broader market
segment. Features that can be used to help the marketing of
products for groups of businesses is Facebook Page. Fig. 2 is
one of the Facebook Page developed for groups of cattle that
were in the district Gebog, Kudus District.
Fig. 2 Page Group Livestock District Gebog
Facebook Page developed can be used to distribute or
promote the production produced by the cow herd. For the
dissemination of information by using Facebook page this can
be done by boosting or by utilizing existing friends in social
media Facebook. Thus the information submitted to be widely
accepted. Fig. 3 is an arrangement promotes page provided by
Facebook. With use promote this page the users Facebook page
will be charged extra.
Fig 3. Promote Settings Page
To increase the confidence of potential buyers, the identity
of the owner page must be filled completely. As it is known
that the use of social media in marketing has a level of
confidence is lacking. To solve it is charging identity is
essential. Fig. 5 is the identity of the charging process. Field
provided by Facebook Page includes the address, phone
number, hours of operation and website.
Fig. 5 Form Identity of Groups.
Process interactions that occur on the Facebook page are
sellers and buyers are able to obtain information on the identity
of each. Thus the trust can be built at the beginning of the
interaction, so that will help both parties in the transaction
processing.
Information submitted through this page can be text,
images, or by using video. By using these media, the
interactions can be two-way interaction. Fig. 6 shows the form
to upload media.
 photos
4 Upload Video Users easily Valid
in the
process of
uploading
Fig. 6 Form Information Posting Video
To obtain information on the number of people who liked the 5 Create Event Users easily valid
Facebook page, then it can be used on the Insight menu. in the
Reports on the menu Insight is a summary of the data like process
page or like status made by the owner. Data obtained on the create event
menu is the following insight, age, gender, city and other data
that would have been very useful for marketing programs. Fig. Based on testing the functionality of the Facebook page of the
7 shows the pages insight. user namely the cattle, the results obtained in the form of
application users can easily use the Facebook application
page. No difficulties faced by members of the herd in posting
information such as pictures or videos, posting sales of
products, and create an event on the production and sale of
beef products.
V. CONCLUSION
The conclusions obtained from this study are as follows:
1. Social media can be used as an alternative in the
marketing process, because make easy for promotion
product.
2. Reach the area of marketing using social media
becoming more widespread. User from around the
world can access information about product which
promoted in media socials.
3. Ease the process of information disseminations it
causes it easy for groups of cattle in marketing the
product.
4. The result of black box testing is valid for
functionality
ACKNOWLEDGEMENTS
Fig. 7 Page Insight Our gratitude goes to the Institute of Research and Service
To obtain information on the number of people who liked the Diponegoro University, which has provided funding through
Facebook page, then it can be used on the Insight menu. the scheme Commodity Improvement Society (PKUM) PNBP
Reports on the menu Insight is a summary of the data like funds Diponegoro University with the contract number: SP-
page or like status made by the owner. Data obtained on the DIPA 042.01.2.400898 / 2016. dated December 7, 2015, the
menu is the following insight, age, gender, city and other data Fiscal Year 2016 title PKUM: Improving the Welfare of Cattle
that would have been very useful for marketing programs. / Buffalo Through the Utilization of Renewable Energy and
Figure 4.5 shows the pages insight. Waste Treatment Alternative Feed Integrated Farming For
Zero Waste. It is may be useful for businesses and farmer
Table. 1 The Result of Black Box Testing community in general, and also the expansion of knowledge,
No Interface Functionality Result especially in the field of animal husbandry.
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