DIGITAL MARKETING STRATEGY OF DRAGON FRUIT COMMODITY IN JAWAI DISTRICT, SAMBAS REGENCY

Windarti Windarti; Eva Dolorosa; Anita Suharyani

doi:10.14710/agrisocionomics.v6i2.13756

DOI: https://doi.org/10.14710/agrisocionomics.v6i2.13756

DIGITAL MARKETING STRATEGY OF DRAGON FRUIT COMMODITY IN JAWAI DISTRICT, SAMBAS REGENCY

Windarti Windarti - Agribusiness Study Program, Faculty of Agriculture, Tanjungpura University, Indonesia, Indonesia

*Eva Dolorosa

- Agribusiness Study Program, Faculty of Agriculture, Tanjungpura University, Indonesia, Indonesia

Anita Suharyani - Agribusiness Study Program, Faculty of Agriculture, Tanjungpura University, Indonesia, Indonesia

BibTex Citation Data :

@article{Agrisocionomics13756,
    author = {Windarti Windarti and Eva Dolorosa and Anita Suharyani},
    title = {DIGITAL MARKETING STRATEGY OF DRAGON FRUIT COMMODITY IN JAWAI DISTRICT, SAMBAS REGENCY},
    journal = {Agrisocionomics: Jurnal Sosial Ekonomi Pertanian},
  volume = {6},
    number = {2},
    year = {2022},
    keywords = {analytical hierarchy process, dragon fruit, strategy, SWOT},
    abstract = { Dragon fruit is a plant that is widely cultivated and has a wide and diverse market reach so that it can improve the community's economy. Jawai District is an area that has the potential to cultivate dragon fruit with favorable climatic conditions. However, the increasing number of dragon fruit cultivation both within the region and outside the region will increase production so that an effective and efficient distribution channel is needed. The research objective is to understand the digital marketing of dragon fruit commodities. The research uses a qualitative descriptive method through data collection techniques with in-depth interviews about dragon fruit digital marketing strategies based on marketing mix indicators. The data analysis method used is SWOT analysis to identify internal and external elements and the AHP (Analytical Hierarchy Process) method to develop priority strategies. The results of the study using SWOT analysis show that the position is located at point (1.310; 0.086) or in quadrant 1, namely an aggressive strategy with an IFAS calculation of 2.586, and an EFAS calculation of 3.061. Determining strategic priorities using the AHP method produces alternative priority strategies, namely innovating with an attractive and up to date sales display, which results in a weight of 0.497. Conducting training and education related to digital marketing is the second priority which results in a weight of 0.242. These two strategies are a combination of choices to support the dragon fruit digital marketing strategy in increasing sales volume. Based on this, farmers need to innovate with attractive and up-to-date sales displays, such as adding digital platforms used by designing information so that promotional displays are more attractive. This should also be supported by training related to marketing from the Department of Agriculture. },
   issn = {2621-9778},   pages = {210--223}  doi = {10.14710/agrisocionomics.v6i2.13756},
    url = {https://ejournal2.undip.ac.id/index.php/agrisocionomics/article/view/13756}
}

Citation Format:

Abstract

Dragon fruit is a plant that is widely cultivated and has a wide and diverse market reach so that it can improve the community's economy. Jawai District is an area that has the potential to cultivate dragon fruit with favorable climatic conditions. However, the increasing number of dragon fruit cultivation both within the region and outside the region will increase production so that an effective and efficient distribution channel is needed. The research objective is to understand the digital marketing of dragon fruit commodities. The research uses a qualitative descriptive method through data collection techniques with in-depth interviews about dragon fruit digital marketing strategies based on marketing mix indicators. The data analysis method used is SWOT analysis to identify internal and external elements and the AHP (Analytical Hierarchy Process) method to develop priority strategies. The results of the study using SWOT analysis show that the position is located at point (1.310; 0.086) or in quadrant 1, namely an aggressive strategy with an IFAS calculation of 2.586, and an EFAS calculation of 3.061. Determining strategic priorities using the AHP method produces alternative priority strategies, namely innovating with an attractive and up to date sales display, which results in a weight of 0.497. Conducting training and education related to digital marketing is the second priority which results in a weight of 0.242. These two strategies are a combination of choices to support the dragon fruit digital marketing strategy in increasing sales volume. Based on this, farmers need to innovate with attractive and up-to-date sales displays, such as adding digital platforms used by designing information so that promotional displays are more attractive. This should also be supported by training related to marketing from the Department of Agriculture.

Fulltext View|Download

Keywords: analytical hierarchy process, dragon fruit, strategy, SWOT

Funding: Fakultas Pertanian, Universitas Tanjungpura

Article Metrics:

Article Info

Section: Articles

Language : EN

In Vol 6, No 2 (2022): November 2022

Recent articles

ECONOMICS OF EGG PRICE, CONSUMPTION, AND INCOME OF LAYING HEN FARMERS DURING OF COVID-19 PANDEMIC IN CENTRAL JAVA, INDONESIA SATISFACTION LEVEL OF RICE FARMERS TOWARD PARTNERSHIP PROGRAM WITH CORPORATE LOGISTICS (PERUM BULOG) IN SEMARANG CITY, INDONESIA THE INFLUENCE OF INTERNAL AND EXTERNAL FACTORS ON ENTREPRENEURSHIP BEHAVIOR IN IMPROVING CLOVE FARMING PERFORMANCE IN CENTRAL MALUKU DISTRICT, MALUKU PROVINCE More recent articles

Apriando, J. P., H. Soesanto & F. Indriani. 2019. The Influence of Product Quality and Product Availability on Purchase Decisions with Brand Image as an Intervening Variable (Study on M-150 Energy Drink Consumers in Semarang City). Indonesian Journal of Marketing Science, 18(2), 166–83. https://doi.org/10.14710/jspi.v18i2.166-183
Aulia, A. A., A. N. Nalawati, A. Asadam, A. Yuristianti & Rizki Rismawati. 2021. Empowerment of PKK Groups Through Skills in Food Processing Synbiotic Yoghurt to Support a Healthy Lifestyle and Boost the Economy During the Covid-19 Pandemic. Journal of Science and Technology Community Service, 7(1), 74–82. https://doi.org/10.32528/jpmi.v7i1.5263
Chaffey, D. & F. E. Chadwick. 2019. Digital Marketing (Seventh Edition). New York-USA: Pearson Education
Chakti, G. 2019. The Book Of Digital Marketing: Digital Marketing Book. Vol. 1. Celebes Media Perkasa
Fertiasari, R., S. Mulyati, & A. Ridho. 2019. Functional Food Innovation and Zero Waste Made from Dragon Fruit. Scientific Journal of Innovation, 19(2). https://doi.org/10.25047/jii.v19i1.1501
Hardjadinata, S. 2010. Organic Cultivation of Dragon Fruit Super Red. Jakarta: Penebar Swadaya
Hartady, T., R. Widyastuti & A. Hiroyuki. 2021. Health Management of Beef Cattle: A Case Study. Indonesian Journal of Animal Science, 31(2), 102–8. https://doi.org/10.21776/ub.jiip.2021.031.02.02
Ministry of Agriculture 2018. Map of Indonesia's Food Security and Vulnerability (A Food Security and Vulnerability Atlas of Indonesia)
Mewoh, F. M., J. R. E. Tampi & D. D. S. Mukuan. 2019. The Influence of Digital Marketing on Purchasing Decisions at Matahari Department Store Manado Town Square. Journal of Business Administration (JAB), 9(1), 35–42. https://doi.org/10.35797/jab.9.1.2019.23529.35-42
Nurdelilla, N. 2021. The Effect Of Digital Marketing Systems On Increasing Sales Volume Of Agro Rimba Nusantara (Agrina) Cooperation In Parsalakan Village, Angkola Barat District, Tapanuli Selatan District. Nusantara: Journal of Social Sciences, 8(2), 402–12
Rangkuti, F. 2014. SWOT Analysis: Techniques for Dissecting Business Cases for Calculating Rating Weights and OCAI. Jakarta: PT Gramedia Pustaka Utama
Rangkuti, F. 2018. Measuring Customer Satisfaction Techniques for Measuring Strategy. Jakarta: Gramedia
Reken, F., B. Modding & R. Dewi. 2020. The Influence of Digital Marketing on Increasing Sales Volume at Ciputra Tallasa Jo Makassar. Governance, 7(2), 142–53. https://doi.org/10.52103/tatakelola.v7i2.144
Saaty, T. L. 1993. Decision Making For Leaders, Analytical Hierarchical Processes For Decision Making In Complex Situations. Pustaka Binama Pressindo 100
Sugiyono. 2013. Quantitative, Qualitative and R&D Educational Research Methods. Bandung: Alfabeta
Udin, A. 2018. Dragon Fruit Development in Sambas, West Kalimantan. Retrieved ( https://www.swadayaonline.com/artikel/2125/Pemembangan-Buah-Naga-di-Sambas-Kalimantan-Barat/)
Wardha, A. 2015. Digital Marketing Strategy and Its Implications for the Competitive Advantage of SMEs in Indonesia. National Seminar on Finance and Business IV
Zebua, D. D. N. & L. Sunaryanto. 2021. Digital Platform as an Alternative to Survive in the Era of the Covid-19 Pandemic for Agricultural Businesses Digital Platform as An Alternative To Survive in the Era of Pandemic Covid-19 for Agricultural Businesses. Journal of Agribusiness-oriented Scientific Community Thought, 7(1), 848–62. https://doi.org/10.25157/ma.v7i1.4834

Last update:

No citation recorded.

Last update:

No citation recorded.

Starting from 2021, the author(s) whose article is published in the Agrisocionomics journal attain the copyright for their article. By submitting the manuscript to Agrisocionomics, the author(s) agree with this policy. No special document approval is required.

The author(s) guarantee that:

Their article is original, written by the mentioned author(s),
Has never been published before,
Does not contain statements that violate the law, and
Does not violate the rights of others, is subject to copyright held exclusively by the author(s), and is free from the rights of third parties, and that the necessary written permission to quote from other sources has been obtained by the author(s).

The author(s) retain all rights to the published work, such as (but not limited to) the following rights:

Copyright and other proprietary rights related to the article, such as patents,
The right to use the substance of the article in its own future works, including lectures and books,
The right to reproduce the article for its own purposes,
The right to archive all versions of the article, and
The right to enter into separate additional contractual arrangements for the non-exclusive distribution of published versions of the article (for example, posting them to institutional repositories or publishing them in a book), acknowledging its initial publication in this journal.

If the article was prepared jointly by more than one author, each author submitting the manuscript warrants that they have been given permission by all co-authors to agree to copyright and license notices (agreements) on their behalf, and agree to notify the co-authors of the terms of this policy. Agrisocionomics will not be held responsible for anything that may arise because of the writer's internal dispute. Agrisocionomics will only communicate with correspondence authors.

Authors should also understand that once published, their articles (and any additional files, including data sets, and analysis/computation data) will become publicly available. The license of published articles (and additional data) will be governed by the Creative Commons Attribution license as currently featured on the Creative Commons Attribution-ShareAlike 4.0 International License. Agrisocionomics allows users to copy, distribute, display and perform work under license. Users need to attribute the author(s) and Agrisocionomics to distribute works in journals and other publication media. Unless otherwise stated, the author(s) is a public entity as soon as the article is published.