Proceedings of 5th Borobudur International Symposium on Humanities and Social Science 2023

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Citrus Farmers and Digital Marketing in Gunuang Omeh, West Sumatera

Authors
Supriyadi Supriyadi1, *, Rika Reviza Rachmawati1, Zainuri Hanif1, Lyli Mufidah1
1Research Center for Behavioral and Circular Economics, Research Organization for Governance, Economy, and Community Welfare, BRIN, Sasana Widya Sarwono Building 6Th Floor, Gatot Subroto Street No.10, Kuningan Barat, Mampang Prapatan, South Jakarta, 12710, Indonesia
*Corresponding author. Email: Supr043@brin.go.id
Corresponding Author
Supriyadi Supriyadi
Available Online 2 August 2024.
DOI
10.2991/978-2-38476-273-6_54How to use a DOI?
Keywords
Citrus farmers; Digital marketing; Price; Sustainability; Transformation
Abstract

Citrus farmers in Indonesia, including in Gunuang Omeh, West Sumatera, are still experiencing problems with prices falling during the main harvest. Digital marketing can be an alternative to overcome this because it can reach a wider market, thereby getting the most suitable price. This research aims to find out the marketing that carry out by citrus farmers in Gunuang Omeh, including digital marketing, along with the selling price received. A descriptive analysis method completed by Maan Whitney test, which involved 347 citrus farmers in Gunuang Omeh sub district, were used. Respondent descriptions showed that most of the citrus farmers never done digital marketing, even though they still experience price falling in the main harvest as the major obstacle (98.8%), which occurs in June-July (52.5%). From the analysis results, farmers who carry out digital marketing have a slightly better price. The lack of understanding of the use of digital marketing needs to be a concern for the government, by providing education and training to farmers. Further research involving more citrus farmers who used digital marketing is needed for better understanding and to identify the driving factors.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of 5th Borobudur International Symposium on Humanities and Social Science 2023
Series
Advances in Social Science, Education and Humanities Research
Publication Date
2 August 2024
ISBN
978-2-38476-273-6
ISSN
2352-5398
DOI
10.2991/978-2-38476-273-6_54How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Supriyadi Supriyadi
AU  - Rika Reviza Rachmawati
AU  - Zainuri Hanif
AU  - Lyli Mufidah
PY  - 2024
DA  - 2024/08/02
TI  - Citrus Farmers and Digital Marketing in Gunuang Omeh, West Sumatera
BT  - Proceedings of 5th Borobudur International Symposium on Humanities and Social Science 2023
PB  - Atlantis Press
SP  - 497
EP  - 503
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-273-6_54
DO  - 10.2991/978-2-38476-273-6_54
ID  - Supriyadi2024
ER  -