Agribusiness Product Marketing Analysis: Opportunities and Challenges in the Digital Era
Keywords:
Marketing, Agribusiness Products, Opportunities, Challenges, Digital EraAbstract
Digital transformation has impacted various sectors including agribusiness, with changes in consumer behavior patterns, digital marketing technology and increasingly easy access to information through online platforms. This research aims to investigate and analyze the dynamics of marketing agribusiness products in facing the opportunities and challenges that arise in the digital era. This research uses a qualitative approach. The results of this research indicate that agribusiness actors need to actively adopt digital marketing strategies to optimize market potential in the digital era. The findings emphasize that success in agribusiness marketing depends not only on increasing global market access through online platforms, but also on the ability to build consumer trust. A focus on product quality, sustainability practices and transparency in business communications are key to gaining and retaining consumer support. Challenges such as limited access to technology and consumer data protection were also identified as areas requiring serious attention. Therefore, the research recommendations highlight the importance of investing in technology infrastructure, digital skills training, and compliance with privacy regulations to create a successful digital marketing environment in the agribusiness industry.
References
Asmarantaka, R. W. (2012). Pemasaran agribisnis (agrimarketing).
Asmarantaka, R. W., Atmakusuma, J., Muflikh, Y. N., & Rosiana, N. (2017). Konsep pemasaran agribisnis: pendekatan ekonomi dan manajemen. Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness), 5(2), 151-172.
Elizabeth, R. (2011). Strategi pencapaian diversifikasi dan kemandirian pangan: Antara harapan dan kenyataan.
Fathurrohman, Y. E. (2016). Model kerjasama kelompok pembudidaya ikan (pokdakan) pada pemasaran agribisnis ikan gurami di Kabupaten Banyumas. Agriekonomika, 5(2), 162-169.
Harlan, F. B., Wirawan, A., & Maulida, N. A. (2021). Analisis Swot Tentang Strategi Pemasaran Agribisnis Di Pulau Setokok (Studi Kasus Komoditas Semangka). Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis, 69-80.
Khorniawati, M. (2014). Produk pertanian organik di Indonesia: Tinjauan atas preferensi konsumen Indonesia terhadap produk pertanian organik lokal. Competence: Journal of Management Studies, 8(2).
Marsigit, W. (2010). Pengembangan diversifikasi produk pangan olahan lokal bengkulu untuk menunjang ketahanan pangan berkelanjutan. Agritech, 30(4).
Maulidah, S. (2012). Pengantar Manajemen Agribisnis. Universitas Brawijaya Press.
Maulidah, S., Koestiono, D., & Vindari, M. (2017). Hubungan pemasaran (relationship marketing) agribisnis beras organik. Agriekonomika, 6(2), 174-185.
Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. sage.
Rachmawati, R. R., & Gunawan, E. (2020). Peranan petani milenial mendukung ekspor hasil pertanian di Indonesia. In Forum penelitian agro ekonomi (Vol. 38, No. 1, pp. 67-87). Indonesian Center for Agricultural Socioeconomic and Policy Studies.
Sibarani, B. E. (2021). Smart Farmer Sebagai Optimalisasi Digital Platform Dalam Pemasaran Produk Pertanian Pada Masa Pandemi Covid-19. Technomedia Journal, 6(1 Agustus), 43-55.
Susilo, E. (2013). Peran koperasi agribisnis dalam ketahanan pangan di Indonesia. Jurnal Dinamika Ekonomi & Bisnis, 10(1).
Suyatno, Y. (2008). Penguatan Strategi Pengembangan Kawasan Agropolitan Berbasis Peningkatan Daya Saing Produk Agribisnis Unggulan Di Kabupaten Semarang (Doctoral dissertation, Program Pasca Sarjana Universitas Diponegoro).
Syahza, A. (2005). Paradigma baru: pemasaran produk pertanian berbasis agribisnis di daerah Riau. Jurnal Ekonomi, TH. VIII/01/Juli/2003, PPD&I Fakultas Ekonomi Universitas Tarumanagara, Jakarta.
Tjahyadi, R. A. (2006). Brand Trust dalam Konteks Loyalitas Merek: Peran Karakteristik Merek, Krakteristik Perusahaan, dan Karakteristik Hubungan Pelanggan-Merek. Jurnal Manajemen Maranatha, 6(1), 65-78.
Udayana, I. G. B. U. (2011). Peran agroindustri dalam pembangunan pertanian. Singhadwala, 44, 3-8.
Utami, H. N., & Firdaus, I. F. A. (2018). Pengaruh bauran pemasaran terhadap perilaku online shopping: perspektif pemasaran agribisnis. Jurnal Ecodemica, 2(1), 136-146.
Wahyuningsih, S. (2007). Pengembangan agribisnis ditinjau dari kelembagaan. Mediagro, 3(1).
Wicaksana, I. (2022). Analisis Sistem Pemasaran Agribisnis Produk Ikan Asap di Jawa Tengah. Jurnal Agrimanex: Agribusiness, Rural Management, and Development Extension, 2(2), 91-102.
Yulianah, S. E. (2022). Metodelogi Penelitian Sosial. CV Rey Media Grafika.
