Analisis Strategi Pemasaran Produk Pertanian Dengan Dukungan Teknologi Digital di Pedesaan
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Petani di pedesaan Minahasa Selatan memiliki banyak komoditas pertanian, namun masih bergantung pada tengkulak dengan harga jual rendah sehingga keuntungan mereka sangat kecil. Penelitian ini bertujuan untuk merumuskan strategi pemasaran digital bagi produk pertanian pohon nira yang diolah menjadi gula aren dengan menggunakan analisis SWOT serta matriks IFAS dan EFAS. Produk gula aren memiliki potensi besar sebagai komoditas unggulan lokal, Namun, pemasaran terkendala oleh keterbatasan akses teknologi dan keterampilan digital petani. Data dikumpulkan melalui wawancara dengan petani, konsumen, dan pengepul, serta analisis literatur terkait. Untuk menggali pemahaman mendalam tentang praktik pemasaran dan penggunaan teknologi digital melalui analisis literatur terkait. Hasil penelitian menunjukkan bahwa kekuatan utama produk gula aren terletak pada kualitasnya yang alami dan khas lokal, dengan peluang besar dari meningkatnya akses pasar digital. Berdasarkan analisis IFAS dan EFAS, faktor kekuatan dan peluang memiliki skor tinggi (1,45 dan 1,35), menandakan potensi besar pengembangan pemasaran digital. Namun, keterbatasan keterampilan digital dan akses internet (skor kelemahan 1,10) masih menjadi kendala. Penggunaan platform facebook ads dan media sosial terbukti meningkatkan pendapatan petani hingga 10–15%. Strategi yang direkomendasikan mencakup pelatihan digital, diversifikasi pemasaran online–offline, untuk meningkatkan daya saing dan kesejahteraan petani. kelemahan seperti keterbatasan keterampilan digital dan akses internet . Strategi yang dihasilkan mencakup pelatihan digital bagi petani, diversifikasi pemasaran melalui platform digital dan offline, serta penguatan citra produk. Penelitian ini memberikan kontribusi bagi pengembangan strategi pemasaran produk pertanian yang berkelanjutan dengan dukungan teknologi digital, serta diharapkan dapat meningkatkan daya saing gula aren di pasar yang lebih luas.
Analysis of Agricultural Product Marketing Strategies with Digital Technology Support in Rural Areas
Abstract
Farmers in the rural areas of South Minahasa have various agricultural commodities but still depend on middlemen who buy their products at low prices, resulting in very small profits. This study aims to formulate a digital marketing strategy for palm sap products processed into palm sugar using SWOT analysis as well as IFAS and EFAS matrices. Palm sugar has great potential as a leading local commodity; however, its marketing is hindered by farmers’ limited access to technology and digital skills. Data were collected through interviews with farmers, consumers, and collectors, as well as relevant literature analysis to gain a deeper understanding of marketing practices and the use of digital technology. The results show that the main strength of palm sugar lies in its natural quality and local uniqueness, with significant opportunities from the growing access to digital markets. Based on IFAS and EFAS analyses, the strength and opportunity factors received high scores (1.45 and 1.35), indicating a strong potential for digital marketing development. However, limited digital skills and internet access (weakness score 1.10) remain major challenges. The use of Facebook Ads and social media platforms has been shown to increase farmers’ income by 10–15%. Recommended strategies include digital training, diversification of online–offline marketing, and strengthening product branding to enhance competitiveness and farmers’ welfare. Weaknesses such as limited digital literacy and internet access still require improvement. Overall, this study contributes to the development of sustainable agricultural product marketing strategies supported by digital technology and is expected to enhance the competitiveness of palm sugar in broader markets.
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