Strategi Inovasi IPTEK dan Digitalisasi Agribisnis dalam Meningkatkan Daya Saing Produk Pertanian di Kraton

Abstract

This study aims to analyze the strategy of science and technology innovation and agribusiness digitalization in improving the competitiveness of agricultural products in Kraton. The rapid development of digital technology has encouraged transformation in the agricultural sector, especially in marketing systems, product management, and agribusiness development. This research used a qualitative descriptive approach with data collection techniques through observation, interviews, documentation, and literature studies. The research subjects consisted of farmers, farmer groups, agribusiness MSME actors, and village government officials in Kraton. The results showed that the implementation of digitalization through social media, digital marketplaces, and product innovation was able to increase market access, product value, and marketing efficiency. In addition, supporting factors such as internet access, government support, and the role of young farmers became important elements in the success of agribusiness digitalization. However, there are still obstacles such as low digital literacy, limited infrastructure, and traditional marketing patterns. Therefore, collaboration between government, communities, and educational institutions is needed to strengthen the implementation of sustainable digital agribusiness.