Transformasi Digital Pemasaran Agroindustri melalui Adopsi E-commerce: Studi pada Bluder Cokro
Keywords:
digital transformation; e-commerce; agroindustry; digital marketing; Bluder CokroAbstract
This study analyzes the digital transformation of agro-industrial marketing through e-commerce adoption at Bluder Cokro, Madiun. A qualitative case-study design was applied using non-participant digital observation and document analysis of the company’s official website, online ordering information, product catalogue, and official marketplace store. Data were coded into channel reach, transaction integration, product merchandising, social proof, fulfilment, and customer-data management. The findings show a relatively mature multichannel presence: the official website directs consumers to several marketplaces and WhatsApp, the official Shopee store displays broad product variety, strong ratings, substantial followers, and visible transaction traction, while fulfilment rules explicitly accommodate product shelf life. However, public evidence does not demonstrate integrated first-party customer analytics or allow causal estimation of sales growth. The study concludes that the next strategic priority is integrating marketplace data, CRM, content analytics, and freshness-sensitive logistics.
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