Digital Marketing Strategy of Indonesian Agricultural Products

DOI

10.2991/assehr.k.200402.024How to use a DOI?

Keywords

agricultural products, startups, digital marketing, millennial

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: e-commerce 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 e-commerce and start up development, very little unicorn start-ups, weak internet infrastructure and increasing report number of e-commerce issues. According to IFAS and EFAS, the strategy is the Weaknesses-Opportunities strategy.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Juri Juswadi
AU  - Pandu Sumarna
AU  - Neneng Sri Mulyati
PY  - 2020
DA  - 2020/04/07
TI  - Digital Marketing Strategy of Indonesian Agricultural Products
BT  - Proceedings of the International Conference on Agriculture, Social Sciences, Education, Technology and Health (ICASSETH 2019)
PB  - Atlantis Press
SP  - 105
EP  - 110
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200402.024
DO  - 10.2991/assehr.k.200402.024
ID  - Juswadi2020
ER  -