STRATEGI PEMASARAN PRODUK AGRIBISNIS DALAM ERA DIGITAL: ANALISIS LITERATUR
Main Article Content
Abstract
The development of digital technology has changed the marketing landscape in various sectors, including agribusiness. This study aims to analyze various digital marketing strategies applied in agribusiness and their effectiveness in increasing competitiveness and market access for business actors. The research method used is library research by reviewing various literature, journals, and previous studies related to digital marketing in agribusiness. The results of the study show that strategies such as marketing through social media, e-commerce, digital branding, and the use of artificial intelligence (AI) technology contribute significantly to increasing sales and market reach of agribusiness products. However, challenges such as limited digital infrastructure, low digital literacy of farmers, and dependence on third-party platforms are still major obstacles. Therefore, synergy is needed between the government, academics, and business actors to increase the adoption of more inclusive and sustainable digital marketing strategies.
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Articles
Main Article Content
Abstract
The development of digital technology has changed the marketing landscape in various sectors, including agribusiness. This study aims to analyze various digital marketing strategies applied in agribusiness and their effectiveness in increasing competitiveness and market access for business actors. The research method used is library research by reviewing various literature, journals, and previous studies related to digital marketing in agribusiness. The results of the study show that strategies such as marketing through social media, e-commerce, digital branding, and the use of artificial intelligence (AI) technology contribute significantly to increasing sales and market reach of agribusiness products. However, challenges such as limited digital infrastructure, low digital literacy of farmers, and dependence on third-party platforms are still major obstacles. Therefore, synergy is needed between the government, academics, and business actors to increase the adoption of more inclusive and sustainable digital marketing strategies.