Strategi Pemasaran Digital untuk Meningkatkan Daya Saing Petani Kentang di Banyumas: Analisis Pemanfaatan Media Sosial dan E-Commerce
DOI:
https://doi.org/10.71154/nm63ky19Kata Kunci:
Pemasaran Digital, Penyebaran Inovasi, Daya Saing PertanianAbstrak
Penerapan pemasaran digital di kalangan petani kentang di Banyumas telah memengaruhi daya saing pasar mereka secara signifikan. Penelitian ini mengeksplorasi bagaimana media sosial dan platform e-commerce meningkatkan akses pasar, keterlibatan pelanggan, dan keberlanjutan bisnis. Dengan menggunakan Teori Difusi Inovasi, penelitian ini meneliti faktor-faktor yang memengaruhi penerapan pemasaran digital oleh petani, termasuk literasi digital, kendala keuangan, dukungan eksternal, dan kepercayaan pelanggan. Pendekatan kualitatif digunakan, yang melibatkan wawancara mendalam dengan enam informan terpilih. Temuan penelitian mengungkapkan bahwa petani yang secara aktif memanfaatkan platform digital mengalami peningkatan visibilitas dan penjualan. Namun, tantangan seperti keahlian teknis, logistik, dan fluktuasi permintaan musiman menghambat implementasi yang optimal. Dukungan pemerintah dan sektor swasta memainkan peran penting dalam mendorong penerapan digital melalui program pelatihan dan bantuan keuangan. Penelitian ini menyoroti perlunya intervensi terstruktur untuk menjembatani kesenjangan digital di antara petani. Selain itu, memperkuat literasi digital dan meningkatkan kolaborasi di antara para pemangku kepentingan dapat lebih mempercepat penerapan pemasaran digital di bidang pertanian. Penelitian di masa mendatang harus mengeksplorasi sektor pertanian yang lebih luas dan mengkaji intervensi kebijakan yang memfasilitasi transformasi digital. Studi ini berkontribusi pada berkembangnya pengetahuan tentang pemasaran digital dalam ekonomi pedesaan dan memberikan wawasan praktis bagi petani, pembuat kebijakan, dan organisasi pertanian.
Unduhan
Referensi
Aalto University, FI, Korhonen, J. J., Gill, A. Q., & University of Technology Sydney, AU. (2018). Digital Capability Dissected. In Australasian Conference on Information Systems 2018. University of Technology, Sydney. https://doi.org/10.5130/acis2018.ap
Abdelkader, O. A. (2023). ChatGPT’s influence on customer experience in digital marketing: Investigating the moderating roles. Heliyon, 9(8), e18770. https://doi.org/10.1016/j.heliyon.2023.e18770
Affandi, Y., Ridhwan, M. M., Trinugroho, I., & Hermawan Adiwibowo, D. (2024). Digital adoption, business performance, and financial literacy in ultra-micro, micro, and small enterprises in Indonesia. Research in International Business and Finance, 70, 102376. https://doi.org/10.1016/j.ribaf.2024.102376
Ahuja, V., & Khazanchi, D. (2016). Creation of a Conceptual Model for Adoption of Mobile Apps for Shopping from E-Commerce Sites–An Indian Context. Procedia Computer Science, 91, 609–616. https://doi.org/10.1016/j.procs.2016.07.152
Akhtar, M. J., Azhar, M., Khan, N. A., & Rahman, M. N. (2023). Conceptualizing social media analytics in digital economy: An evidence from bibliometric analysis. Journal of Digital Economy, 2, 1–15. https://doi.org/10.1016/j.jdec.2023.03.004
Al-Dmour, R., Alkhatib, O. H., Al-Dmour, H., & Basheer Amin, E. (2023). The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices. Sage Open, 13(2), 21582440231181433. https://doi.org/10.1177/21582440231181433
Ali, I., Balta, M., & Papadopoulos, T. (2023). Social media platforms and social enterprise: Bibliometric analysis and systematic review. International Journal of Information Management, 69, 102510. https://doi.org/10.1016/j.ijinfomgt.2022.102510
Ballerini, J., Herhausen, D., & Ferraris, A. (2023). How commitment and platform adoption drive the e-commerce performance of SMEs: A mixed-method inquiry into e-commerce affordances. International Journal of Information Management, 72, 102649. https://doi.org/10.1016/j.ijinfomgt.2023.102649
Behera, R. K., Bala, P. K., & Rana, N. P. (2024). Assessing the intention to adopt computational intelligence in interactive marketing. Journal of Retailing and Consumer Services, 78, 103765. https://doi.org/10.1016/j.jretconser.2024.103765
Benson, G. S., Kimmel, M., & Lawler, E. E. (2013). Adoption of Employee Involvement Practices: Organizational Change Issues and Insights. In A. B. (Rami) Shani, W. A. Pasmore, R. W. Woodman, & D. A. Noumair (Eds.), Research in Organizational Change and Development (Vol. 21, pp. 233–257). Emerald Group Publishing Limited. https://doi.org/10.1108/S0897-3016(2013)0000021011
Chen, C., Gan, C., Li, J., Lu, Y., & Rahut, D. (2023). Linking farmers to markets: Does cooperative membership facilitate e-commerce adoption and income growth in rural China? Economic Analysis and Policy, 80, 1155–1170. https://doi.org/10.1016/j.eap.2023.09.040
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches.
Culot, G., Podrecca, M., & Nassimbeni, G. (2024). Blockchain adoption and operational performance: A secondary data analysis on effects and contingencies. International Journal of Operations & Production Management, 44(13), 69–99. https://doi.org/10.1108/IJOPM-05-2023-0346
Dabas, S., Sharma, S., & Manaktola, K. (2021). Adoption of digital marketing tools in independent businesses: Experiences of restaurant entrepreneurs in India and United Kingdom. Worldwide Hospitality and Tourism Themes, 13(2), 214–235. https://doi.org/10.1108/WHATT-09-2020-0120
EFFENDI, M. I., SUGANDINI, D., & ISTANTO, Y. (2020). Social Media Adoption in SMEs Impacted by COVID-19: The TOE Model. The Journal of Asian Finance, Economics and Business, 7(11), 915–925. https://doi.org/10.13106/JAFEB.2020.VOL7.NO11.915
Esfahbodi, A., Pang, G., & Peng, L. (2022). Determinants of consumers’ adoption intention for blockchain technology in E-commerce. Journal of Digital Economy, 1(2), 89–101. https://doi.org/10.1016/j.jdec.2022.11.001
Evi, W. (2023). Analysis of Technology Adoption by SMEs Using Technology Organization Environment Model. Journal of System and Management Sciences, 13(2). https://doi.org/10.33168/JSMS.2023.0216
Fadilah, I., Verawati, D. M., & Novitaningtyas, I. (2024). Strategi Pemasaran Pada Usaha Jasa Wedding Ren Organizer. Jurnal Bisnis dan Kewirausahaan, 1(1), 40-51.
Fonseka, K., Jaharadak, A. A., & Raman, M. (2022). Impact of E-commerce adoption on business performance of SMEs in Sri Lanka; moderating role of artificial intelligence. International Journal of Social Economics, 49(10), 1518–1531. https://doi.org/10.1108/IJSE-12-2021-0752
Fuller, R. M., Harding, M. K., Luna, L., & Summers, J. D. (2022). The impact of E-commerce capabilities on online retailer performance: Examining the role of timing of adoption. Information & Management, 59(2), 103584. https://doi.org/10.1016/j.im.2021.103584
Gao, J., Siddik, A. B., Khawar Abbas, S., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study. Sustainability, 15(2), 1594. https://doi.org/10.3390/su15021594
Gołąb-Andrzejak, E. (2023). AI-powered Digital Transformation: Tools, Benefits and Challenges for Marketers – Case Study of LPP. Procedia Computer Science, 219, 397–404. https://doi.org/10.1016/j.procs.2023.01.305
Gupta, R., Nair, K., Mishra, M., Ibrahim, B., & Bhardwaj, S. (2024). Adoption and impacts of generative artificial intelligence: Theoretical underpinnings and research agenda. International Journal of Information Management Data Insights, 4(1), 100232. https://doi.org/10.1016/j.jjimei.2024.100232
Hasanah, Y. N., Anggraeni, O., . S., Kusnaman, D., Hasibuan, R. R., & Efendi, B. (2025). Entrepreneurial Marketing and Marketing Performance in Gen Z Entrepreneurs: Exploring the Mediating Pathways to Entrepreneurial Resilience. Journal of Ecohumanism, 4(1). https://doi.org/10.62754/joe.v4i1.6195
Hasibuan, R. R. (2023). The Impact of Dental Satisfaction Questionnaire (DSQ) and Word of Mouth on Patient Satisfaction Educational Dental and Oral Hospital. Telaah Bisnis, 23(2), 129. https://doi.org/10.35917/tb.v23i2.296
Hasibuan, R. R., Darmawan, A. R., Afifah, H., Permana, I. S., Masrokhah, S., Suciningtyas, S., & Sumaya, P. S. (2024). PEMANFAAT MEDIA SOSIAL DALAM PEMASARAN PRODUK UMKM DI KABUPATEN BANYUMAS. 2(2).
Hasibuan, R. R., Setyanugraha, R. S., Amelia, S. R., Arofah, A. A., & Pratiwi, A. R. (2021). Penyuluhan Pemanfaatan Air Nira Pohon Kelapa Menjadi Gula Semut untuk Meningkatkan Perkonomian Desa Kuripan Kabupaten Cilacap. ETHOS: Jurnal Penelitian dan Pengabdian kepada Masyarakat, 9(1). https://doi.org/10.29313/ethos.v9i1.6570
Indriyani, D., Pratiwi, A. R., & Amelia, S. R. (2024). Pengaruh Promosi, Kualitas Produk dan Harga terhadap Keputusan Pembelian pada Keranjang Sayur Online. Jurnal Bisnis dan Kewirausahaan, 1(1), 23-32.
Kapoor, R., & Kapoor, K. (2021). The transition from traditional to digital marketing: A study of the evolution of e-marketing in the Indian hotel industry. Worldwide Hospitality and Tourism Themes, 13(2), 199–213. https://doi.org/10.1108/WHATT-10-2020-0124
Masrokhah, S. (2024). The Influence of Branding, Packaging, and Green Product Value Addition on the Purchase Intention of Aerostreet Shoes in Collaboration with Le Minerale. Jurnal Bisnis dan Kewirausahaan, 1(1), 67-72.
Setyanugraha, S., & Hasibuan, R. R. (2020). ANTESEDEN LOYALITAS KONSUMEN DARI PEMBERIAN LAYANAN PRODUK INTERNET PT. LAXO. Jurnal Ekonomi Manajemen, 6(1), 21–30. https://doi.org/10.37058/jem.v6i1.1475
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102–113. https://doi.org/10.1016/j.intmar.2012.01.002
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2025 Jurnal Bisnis dan Kewirausahaan
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
Ciptaan disebarluaskan di bawah 