Pengembangan Agribisnis Berbasis Teknologi Digital melalui Integrasi Supply Chain Management di Mranggen

Widita Nareswari; Valentino Aso

Authors

Widita Nareswari Universitas Doktor Nugroho Magetan
Valentino Aso Universitas Doktor Nugroho Magetan

Keywords:

Digital Agribusiness, Supply Chain Management, Digital Technology, Digital Marketing, Mranggen

Abstract

he development of digital technology has encouraged transformation in the agribusiness sector, particularly in marketing, distribution, and supply chain management. This study aims to analyze the development of digital technology-based agribusiness through Supply Chain Management (SCM) integration in Mranggen District. The study employed a descriptive qualitative approach using field research methods. Data collection techniques included interviews, observation, documentation, and literature review involving farmers, distributors, agribusiness actors, and consumers. The findings reveal that the implementation of digital technologies such as social media, marketplaces, and digital communication applications improves market access, accelerates product distribution, and strengthens coordination among agribusiness actors. The integration of digital supply chain management also contributes to operational efficiency, transparency of information, and increased competitiveness of local agricultural products. However, several obstacles remain, including low digital literacy, limited technological infrastructure, and insufficient training related to digital transformation. This study concludes that digital-based SCM integration can become an effective strategy to support sustainable agribusiness development in Mranggen District. The study also recommends the strengthening of digital literacy programs, infrastructure development, and integrated agribusiness platforms to improve the effectiveness of digital transformation in the agricultural sector.

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