Pemanfaatan Platform Digital untuk Pemasaran Hasil Pertanian dalam Meningkatkan Pendapatan Petani di Desa Sugihwaras

Abstract

This study aims to analyze the utilization of digital platforms in agricultural product marketing to increase farmers’ income in Sugihwaras Village. The development of digital technology provides new opportunities for farmers to expand market access, improve marketing efficiency, and strengthen the competitiveness of agricultural products. However, low digital literacy and limited infrastructure remain major challenges in implementing digital marketing in rural areas. This study employed a descriptive qualitative approach using observation, in-depth interviews, and documentation as data collection techniques. The research informants consisted of farmers, village officials, farmer groups, and agricultural business actors in Sugihwaras Village. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The results showed that the utilization of digital platforms such as social media, marketplaces, and online communication applications was able to increase the marketing reach of agricultural products. The use of digital platforms also helped farmers obtain market price information more quickly and expand business relationships with consumers and distributors. In addition, digital marketing proved to increase farmers’ income through distribution efficiency and reduced dependence on middlemen. Nevertheless, several obstacles were still found, including limited digital technology skills and inadequate internet access in rural areas.