Strengthening Marketing Strategies in Organic Agricultural Products Through Organic Farmer Training in Indonesia

Authors

Zunan Setiawan , Donny Dharmawan , Dian Ariani , Silvia Ekasari , Musran Munizu

DOI:

10.29303/ujcs.v5i3.696

Published:

2024-09-30

Issue:

Vol. 5 No. 3 (2024): September

Keywords:

Digital marketing, Training, Organic products, Farmers, Branding

Articles

Downloads

How to Cite

Setiawan, Z., Dharmawan, D., Ariani, D., Ekasari, S., & Munizu, M. (2024). Strengthening Marketing Strategies in Organic Agricultural Products Through Organic Farmer Training in Indonesia. Unram Journal of Community Service, 5(3), 189–194. https://doi.org/10.29303/ujcs.v5i3.696

Downloads

Download data is not yet available.

Metrics

Metrics Loading ...

Abstract

This Community Service (PKM) activity aims to improve the marketing skills of organic plant farmers in Indonesia through online training focused on digital marketing strategies, branding development, and distribution network expansion. The method used was participatory training, involving 30 farmers as a sample, with data collection carried out through pre-test and post-tests to measure changes in participants' knowledge and skills. The results showed a significant improvement in participants' understanding of organic product marketing, with the average pre-test score of 2.5 increasing to 4.2 in the post-test. This increase is mainly seen in the ability of participants to utilize social media and e-commerce platforms to market their products. In addition, qualitative interviews showed that participants felt more confident in developing product branding and expanding marketing networks, although challenges related to internet infrastructure were still faced in some areas. Post-training mentoring also provides additional support that helps participants implement the strategies learned. In conclusion, this training is efficacious in improving the marketing skills of organic farmers. It can be a model that can be applied more widely to strengthen the competitiveness of organic agricultural products in Indonesia.

References

Aceleanu, M. (2016). Sustainability and Competitiveness of Romanian Farms through Organic Agriculture. Sustainability, 8(3), 245. https://doi.org/10.3390/su8030245

Anisah, N., & Muniruddin, M. (2024). The Role of Indonesian Rural Skills Development in Empowering Organic Farming Communities. Journal La Sociale, 5(6), 1467–1474. https://doi.org/10.37899/journal-la-sociale.v5i6.1397

Arfianty, A., Fitriyani Syukri, & Taufik, T. (2024). Analisis Business Plan Pada Bumdes Madalleng Desa Cemba Kecamatan Enrekang Kabupaten Enrekang. DECISION : Jurnal Ekonomi Dan Bisnis, 5(1), 52–65. https://doi.org/10.31850/decision.v5i1.2935

Ashari, N., Sharifuddin, N., & Abidin, M. Z. (2018). Factors Determining Organic Farming Adoption: International Research Results and Lessons Learned for Indonesia. Forum Penelitian Agro Ekonomi, 35(1), 45. https://doi.org/10.21082/fae.v35n1.2017.45-58

Bisht, I. S., Rana, J. C., & Pal Ahlawat, S. (2020). The Future of Smallholder Farming in India: Some Sustainability Considerations. Sustainability, 12(9), 3751. https://doi.org/10.3390/su12093751

Dewi Pramanik, N., Zuarko Adji, W., Robiul Rochmawati, D., Insani, S., & Kurnia Sastradipraja, C. (2023). Pelatihan E-Commerce Untuk Peningkatan Penjualan Hasil Tani Bagi Para Petani di Kecamatan Cikancung Kabupaten Bandung. PADMA, 3(2), 19–30. https://doi.org/10.56689/padma.v3i2.1062

Donoriyanto, D. S., Indiyanto, R., Juliardi A. R., N. R., & Syamsiah, Y. A. (2023). Optimalisasi Penggunaan Media Sosial sebagai Sarana Promosi Online Store pada Pelaku UMKM di Kota X. Jurnal Abdimas Peradaban, 4(1), 42–50. https://doi.org/10.54783/ap.v4i1.22

Duvaleix, S., Lassalas, M., Latruffe, L., Konstantidelli, V., & Tzouramani, I. (2020). Adopting Environmentally Friendly Farming Practices and the Role of Quality Labels and Producer Organisations: A Qualitative Analysis Based on Two European Case Studies. Sustainability, 12(24), 10457. https://doi.org/10.3390/su122410457

Falguera, V., Aliguer, N., & Falguera, M. (2012). An integrated approach to current trends in food consumption: Moving toward functional and organic products? Food Control, 26(2), 274–281. https://doi.org/10.1016/j.foodcont.2012.01.051

Fitriani, H. (2018). Kontribusi Fintech Dalam Meningkatkan Keuangan Inklusif Pada Pertanian (Studi Analisis Melalui Pendekatan Keuangan Syariah Dengan Situs Peer To Peer Lending Pada Pertanian Di Indonesia). El-Barka: Journal of Islamic Economics and Business, 1(1), 1. https://doi.org/10.21154/elbarka.v1i1.1392

Hamim, S., Vianda, L., & Ermayuna, S. (2021). Perencanaan Strategis Pengembangan Pantai Solop Pulau Cawan Sebagai Distinasi Objek Pariwisata Desan Nelayan Dan Hutan Mangrove Dunia. In … Ilmu Administrasi Universitas …. https://repository.uir.ac.id/5675/%0Ahttps://repository.uir.ac.id/5675/1/22. rumusan kebijakan monumental- perencanaan strategis pariwisata pantai solop.pdf

Herman, B., Haslindah, H., Anwar, M. A., Mursalat, A., & Mutmainnah, M. (2023). Pemberdayaan Bumdes Melalui Edukasi Digital Marketing Dalam Menghadapi Persaingan Usaha. JMM (Jurnal Masyarakat Mandiri), 7(6), 5333. https://doi.org/10.31764/jmm.v7i6.17584

Khorniawati, M. (2014). Produk Pertanian Organik Di Indonesia: Tinjauan Atas Preferensi Konsumen Indonesia Terhadap Produk Pertanian Organik Lokal. Journal of Chemical Information and Modeling, 8(2), 171–182. https://doi.org/https://doi.org/10.21107/kompetensi.v8i2.657

Kipdiyah, S., Hubeis, M., & Suharjo, B. (2013). Strategi Rantai Pasok Sayuran Organik Berbasis Petani di Kecamatan Pangalengan, Kabupaten Bandung. MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah, 8(2), 99–114. https://doi.org/10.29244/mikm.8.2.99-114

Knickel, K., Redman, M., Darnhofer, I., Ashkenazy, A., Calvão Chebach, T., Šūmane, S., Tisenkopfs, T., Zemeckis, R., Atkociuniene, V., Rivera, M., Strauss, A., Kristensen, L. S., Schiller, S., Koopmans, M. E., & Rogge, E. (2018). Between aspirations and reality: Making farming, food systems and rural areas more resilient, sustainable and equitable. Journal of Rural Studies, 59, 197–210. https://doi.org/10.1016/j.jrurstud.2017.04.012

Kovalchuk, S. (2020). Organic production in the system of sustainable development of rural areas. "eсonomy. Finanсes. Management: Topical Issues of Science and Practical Activity," 4 (54), 117–133. https://doi.org/10.37128/2411-4413-2020-4-8

Kusmana, E., & Garis, R. R. (2019). Pemberdayaan Masyarakat Bidang Pertanian oleh Penyuluh Pertanian Lapangan (PPL) Wilayah Binaan Desa Buniseuri Kecamatan Cipaku Kabupaten Ciamis. Moderat: Jurnal Ilmiah Ilmu Pemerintahan, 5(4), 460–473. https://doi.org/http://dx.doi.org/10.25157/moderat.v5i4.3045

Liu, T., Bruins, R., & Heberling, M. (2018). Factors Influencing Farmers' Adoption of Best Management Practices: A Review and Synthesis. Sustainability, 10(2), 432. https://doi.org/10.3390/su10020432

Mayrowani, H. (2016). Pengembangan Pertanian Organik di Indonesia. Forum Penelitian Agro Ekonomi, 30(2), 91. https://doi.org/10.21082/fae.v30n2.2012.91-108

Murnawan, Lestari, S., Samihardjo, R., & Sapanji, R. A. . V. T. (2023). Pelatihan Brand Identity Untuk UMKM: Meningkatkan Kesadaran Merek dan Daya Saing di Era Digital. Abdimasku : Jurnal Pengabdian Masyarakat, 6(2), 490. https://doi.org/10.33633/ja.v6i2.1247

Nurjati, E. (2021). Peran Dan Tantangan E-Commerce Sebagai Media Akselerasi Manajemen Rantai Nilai Produk Pertanian. Forum Penelitian Agro Ekonomi, 39(2), 115. https://doi.org/10.21082/fae.v39n2.2021.115-133

Piñeiro, V., Arias, J., Dürr, J., Elverdin, P., Ibáñez, A. M., Kinengyere, A., Opazo, C. M., Owoo, N., Page, J. R., Prager, S. D., & Torero, M. (2020). A scoping review on incentives for adoption of sustainable agricultural practices and their outcomes. Nature Sustainability, 3(10), 809–820. https://doi.org/10.1038/s41893-020-00617-y

Pratama, N. R. A. M., Leonard, M. A., & Lestari, S. (2023). Analisis Pemasaran: Bersaing Di Pasar Global. Jimek: Jurnal Ilmiah Mahasiswa Ekonomi, 6(1), 106–1. https://doi.org/https://doi.org/10.30737/jimek.v6i01.4729

Pretty, J. (2008). Agricultural sustainability: concepts, principles and evidence. Philosophical Transactions of the Royal Society B: Biological Sciences, 363(1491), 447–465. https://doi.org/10.1098/rstb.2007.2163

Rachmawan, A., Supriyatna, W., & Abdurohman, D. (2024). Pelatihan Praktis Pemasaran Online Untuk Pertumbuhan Bisnis yang Berkelanjutan di Desa Cicalengka Kabupaten Tangerang. Amanah Mengabdi, 1(1). https://jurnalamanah.com/index.php/amanahmengabdi/article/view/52

Rachmawati, R. R., & Gunawan, E. (2020). Peranan Petani Milenial mendukung Ekspor Hasil Pertanian di Indonesia. Forum Penelitian Agro Ekonomi, 38(1), 67. https://doi.org/10.21082/fae.v38n1.2020.67-87

Reganold, J. P., & Wachter, J. M. (2016). Organic agriculture in the twenty-first century. Nature Plants, 2(2), 15221. https://doi.org/10.1038/nplants.2015.221

Roy, S., Samanta, A. S., Banerjee, K., Goswami, J., Bhattacharya, P., & Kanthal, S. (2024). The significance of organic farming and market analysis. International Journal of Agriculture Extension and Social Development, 7(4S), 92–98. https://doi.org/10.33545/26180723.2024.v7.i4Sb.534

Sebastian, T. R., & Prihtanti, T. M. (2024). Farmers' perceptions of organic farming innovation attributes in Batur village, Getasan district, Semarang regency, Indonesia. International Journal of Science and Research Archive, 12(1), 914–921. https://doi.org/10.30574/ijsra.2024.12.1.0922

Setiyanto, A. (2013). Pendekatan dan Implementasi Pengembangan Kawasan Komoditas Unggulan Pertanian. Forum Penelitian Agro Ekonomi, 31(2), 171. https://doi.org/10.21082/fae.v31n2.2013.171-195

Suparwata, D. O., & Jamin, F. S. (2024). Analysis of Organic Fertilizer Use in Improving Soil Quality and Agricultural Yields in Indonesia. West Science Agro, 2(01), 17–27. https://doi.org/10.58812/wsa.v2i01.657

Terziev, V. (2017). Encouragement of organic production for sustainable rural development. March.

Thakur, N., Kaur, S., Kaur, T., Tomar, P., Devi, R., Thakur, S., Tyagi, N., Thakur, R., Mehta, D. K., & Yadav, A. N. (2022). Organic agriculture for agro-environmental sustainability. In Trends of Applied Microbiology for Sustainable Economy (pp. 699–735). Elsevier. https://doi.org/10.1016/B978-0-323-91595-3.00018-5

Triyono, Azzahra, N. A., & Kamarudin, M. F. (2024). Factor Affecting of Food Security in Organic Rice Farming Households: A Finding in Sleman Yogyakarta, Indonesia. Asian Journal of Dairy and Food Research, Of. https://doi.org/10.18805/ajdfr.DRF-373

Utami, D. P. (2020). Pengenalan Digital Marketing dalam Pemasaran Produk Pertanian Untuk Petani Milenial Desa Wonotulus Kecamatan Purworejo Kabupaten Purworejo. Seminar Nasional Karya Pengabdian Fakultas Pertanian Universitas Muhammadiyah MataramPeningkatan Daya Saing Hasil Pertanian Menuju Revolusi Industri 4.0, 25–31.

Wulandari, R. (2019). Strategi Pengembangan Urban Farming Sayuran Hidroponik “Pekanbaru Green Farm” Di Kelurahan Labuh Baru Timur Kecamatan Payung Sekaki Kota Pekanbaru. Skripsi.

Author Biographies

Zunan Setiawan, Universitas Ahmad Dahlan

Donny Dharmawan, Universitas Krisnadwipayana

Dian Ariani, Universitas Teuku Umar

Silvia Ekasari, STIE Manajemen Bisnis Indonesia

Musran Munizu, Universitas Hasanuddin

License

Copyright (c) 2024 Zunan Setiawan, Donny Dharmawan, Dian Ariani, Silvia Ekasari, Musran Munizu

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

You are free to:

  • Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
  • Adapt — remix, transform, and build upon the material for any purpose, even commercially.

The licensor cannot revoke these freedoms as long as you follow the license terms.

Under the following terms:

  • Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  • No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

Notices:

You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.

No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.