Digital Marketing Strategy of Indonesian Agricultural Products

Abstract

This research aims to determine the strategy for digital marketing of Indonesian agricultural products. The research method is SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis by using secondary data from the Central Bureau of Statistics (BPS), the ministry reports and various research results to establish the Internal and External Factor Analysis Summary (IFAS) and (EFAS) on aspects of agricultural products, digital infrastructure marketing and human resources. The result shows a) Strengths: product growth, product variety, product exports, product affordable price and agro-industrial raw material; b) Weaknesses: long marketing chain, small number of millennial farmers, baby boomers and veterans as majority farmers, low e-commerce penetration, bulky and perishable products, not yet good of logistics services and low farmers wages; c) Opportunities: ecommerce road map, millennial demography bonus, many cell phone users, sufficient number of internet users, growth income per capita, many culinary business, high e-commerce transaction and the increase in demand for raw materials of agro-industrial; d) Threats: low average development index of information and technology, little agricultural product start-ups, small valuation of agricultural product start-ups, needs of foreign funding for ecommerce and start up development, very little unicorn startups, weak internet infrastructure and increasing report number of e-commerce issues. According to IFAS and EFAS, the strategy is the Weaknesses-Opportunities strategy.

Digitalization of Marketing as an Effort to Increase Sales of Agricultural Products

“…Dalam era digital, transformasi digital telah mengubah cara konsumen mencari, membandingkan, dan membeli produk [3].Penggunaan internet, media sosial, dan platform e-commerce telah menciptakan peluang baru dalam pemasaran produk pertanian. Digitalisasi pemasaran, termasuk pemanfaatan website perusahaan, media sosial, dan berbagai strategi pemasaran online, telah menjadi bagian integral dari strategi pemasaran yang sukses [4]. Meskipun digitalisasi pemasaran telah terbukti efektif dalam meningkatkan visibilitas produk dan mencapai target pasar yang lebih luas, masih banyak produsen pertanian yang belum mengadopsi sepenuhnya strategi digital ini.…”

Understanding digital trends in marketing agribusiness products: critical analysis of international publications

“…Young buyers may decide to get an advertising promotion through a portable display or use a multipurpose gaming gadget to connect to a business site (Juswadi et al, 2020). Likewise, publications on Facebook are also known as organizations that continue to advertise their products through web-based media.…”

Struktur Pasar Komoditas Kentang Asal Batu di Malang Raya

“…Sebagai solusi digital marketing, atau pemasaran kentang berdasarkan teknologi digital perlu diperkenalkan dan diimplementasikan di tingkat petani. Digital marketing secara konseptual dapat mengefisienkan pemasaran dan mengurangi margin harga antara harga petani dengan harga pengecer (Bhosage, 2018;Juswadi et al, 2020).…”