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THE UTILIZATION OF FACEBOOK AND WHATSAPP AS DIGITAL MARKETING STRATEGIES FOR AGRICULTURAL PRODUCTS IN EAST BULANGO DISTRICT, BONE BOLANGO REGENCY Riski Mato; Sudarsono; Sitti Husna Noviana Djou
Journal of Economic, Business, and Administration (JEBA) Vol. 7 No. 1 (2026): Journal of Economics, Business and Administration (JEBA)
Publisher : LP2M Universitas Bina Mandiri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47918/dwn19v87

Abstract

This study aims to analyze the utilization of Facebook and WhatsApp Messenger as marketing media for agricultural products in East Bulango District, Bone Bolango Regency. Specifically, the study examines the role of Facebook in product promotion and information dissemination, explores the benefits of WhatsApp in facilitating communication and transactions between farmers and consumers, and identifies the supporting and inhibiting factors affecting the implementation of digital marketing strategies. This research employed a descriptive qualitative approach. Data were collected through in-depth interviews, observation, and documentation involving five purposively selected informants consisting of conventional farmers, digital farmers, and agricultural collectors. Data were analyzed using the interactive model of Miles, Huberman, and SaldaƱa, including data reduction, data display, and conclusion drawing. The findings indicate that Facebook serves as the primary platform for promoting agricultural products and expanding market reach, while WhatsApp facilitates direct communication, price negotiation, order confirmation, and transaction coordination. The use of these platforms enables farmers to obtain higher selling prices and reduce dependence on intermediaries. However, several challenges remain, including limited digital literacy, time constraints, logistical difficulties, challenges in marketing large product volumes, and low consumer interest in unbranded products. The study concludes that Facebook and WhatsApp have significant potential to support agricultural marketing in rural areas, although greater institutional support is needed through digital literacy training, marketing assistance, and infrastructure development to encourage wider adoption.
Co-Authors Abdurahman Achmad Afandi, Achmad Achmad Haekal Agus Purwito Aisyah, S. I. Amadhan Takwir Aminur Andi Asda Astiah Anna Probowati Annisa Latifa Asmuni Auliza, Nur Awalia, Rizki Novita Azahra, B. S. Bachtera Indarto Badu, Sukrin Biahimo, Suci Ramadani I Bonaventura Ngw Budiman Sudia, Budiman Budiwati Bunau , Eusabinus Caecilia Pujiastuti Cahyoginarti, Cahyoginarti Catur Wahyudi Cyrilla Indri Parwati Darminto Datumula, Fadly Alan Nur Demon, Fransiskus Dominikus Dewi Ratna Muchlisa Mandyara Dewi Shanti Nugrahani Dewi Sukma Dian Safitri Diky Anggoro, Diky Diny Dinarti Dita Aditianingsih Dunggio, Titin Dwi Riyanti Efendi, Aan Eka Fajar Rahmani Eko Minarto Elizabeth Handini Endang Susilawati Eshan Ratu Azzahra Eusabinus Bunau Faridawati Fathurrahman Muhtar Firihu, Muhammad Zamrun Hanifah, Lulu Siti Haniffudin Nurdiansah Hardianto, D. Harsini Hasniza Nordin Husain, Fitriyani Idrus, Iska Pramishella Idrus, Iska Pramishella Idrus Ika Roostika Ikhsanudin Imam Mashudi Indah Dwi Qurbani Irma Nurjannah, Irma Iwa Sutardjo Katmani Kholil , Ahmad L. Abdullah La Hasanudin Lisa Ma'rufi Lubis, Uchti Nuzul Qhinanti Luwandi Suhartono M. Arief Bustomi M. Salman Alfarisy Maat, Siti Mistima Mawaddah, Ida Mira Humaira Mochamad Zainuri Moha, Dian Ekawati Mohamad Abdun Nasir Mubarok, Fahmi Muhammad Yusuf Muhammad Zuardi Mushofi, Yuskhil Nazhira, Amalia Negoro, P. S. Neneng Aminah Noe, Ismiyati A Noho, Nur Novianti Nopri Esmiralda Nurhikmah Nurrahmantyo, Guntang Palu, Raphael Putra Pamolango, Sulistiawati Patamani, Flora Podungge, Djamila Pratama, Syilvia Nosya Pratiwi, Della Anugrah Puja Kharisma Permata Ayu Purba, R. D. Purwoko, Agus Raden Rinova Sisworo Rahayu Apriliaswati Rahmayanti RATNAWATI Rauf, Nuzmerini Regina resliana Retno Asih, Retno Riban Satia, Muhammad Ridway Balaka, Ridway Rini Nuraini Riski Mato Rizal, Syamsi Royani, J. I. Samhuddin Shandra Amarillis Shinta Hadiyantina Siberakuno, Roberdi Silfiana Sintho Wahyuning Ardie Siti Sunarintyas Sitti Husna Noviana Djou Suasmoro Sudibyo Martono Suhartono , Luwandi Sukma Sahreny SUMARNI Suminar Pratapa Supaino Susilawati , Endang Sutapa, Yohanes Gatot Syarif Husin Taufik, Beatrice Ellen Tony Liwang Triwikantoro Viska Inda Variani Wahdah, Ghoriqna Wahdah, Ghoriqna Fibahril Wahyudi, Edi Wardah WINARNO Yanti Sri Rejeki Yosef p. Koton Yuliani, Ummi Yurnidarsyah, Citra