<![CDATA[Previous studies have generally examined agricultural digitalization, marketing channels, farmer institutions, and postharvest constraints separately, leaving limited evidence on how these factors can be integrated into a village-level marketing strategy for chili farmers. This study aims to analyze chili marketing strategies for increasing farmers’ income in Sukarame Village, Karo Regency, North Sumatra. A qualitative descriptive approach was employed involving twelve purposively selected informants, consisting of nine chili farmers, one collecting trader, one head of a farmers’ group, and one village official. Data were collected through in-depth interviews, observations, and documentation, and analyzed using the Miles and Huberman interactive model followed by SWOT analysis. The findings identify price fluctuations as the most prominent threat because they were reported by all farmer informants and directly affected income stability. Limited access to price information was the main weakness, affecting approximately 67% of farmers, while advances in digital technology represented a key opportunity to improve market information and expand market reach. Priority strategies therefore include providing real-time price information, utilizing digital marketing, strengthening farmer institutions, and improving postharvest handling. Rather than introducing SWOT as a new analytical method, this study integrates price uncertainty, digital market access, farmer institutions, dependence on collecting traders, and postharvest limitations within the specific context of village-level chili marketing. Practically, the findings indicate that farmer groups and local governments should prioritize digital marketing assistance, regularly updated price information, collective marketing, and basic postharvest facilities to strengthen farmers’ bargaining position and support more stable income.]]>
