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Sunaryanto, Ketut
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Journal : Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora

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Strategi Pemasaran Beras Premium Berbasis Smart Farming: Mendorong Ketahanan Pangan dan Pemberdayaan Petani di Era Digital Rizki Saputra; Tantri Yanuar Rahmat Syah; Hamdi, Edi; Sunaryanto, Ketut
ABDISOSHUM: Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Vol. 4 No. 3 (2025): September 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/abdisoshum.v4i3.5434

Abstract

This community service activity aims to design an effective marketing strategy for premium rice producer PT Agro Panca Unggul (APU) by utilizing smart farming technology. This community service activity examines how the application of advanced technologies such as the Internet of Things (IoT), drones, precision sensors, and cloud-based data management systems can improve the productivity, quality, and efficiency of premium rice production. The method used is a descriptive study involving market analysis, consumer segmentation, and internal company evaluation. The results of the community service activity indicate that smart farming technology enables PT APU to produce premium rice with consistent high quality standards, reduce production costs through efficient use of resources, and support marketing decision-making based on real-time data. The proposed marketing strategy includes market segmentation focused on middle- to upper-class consumers in major cities, competitive premium pricing, intensive digital promotion, and product development that aligns with market preferences. This smart farming is expected to improve the quality of life of the community through access to premium rice and support broader food security. The target implementation of this smart farming is farmers who grow rice still using old methods. The community service activity identified key challenges such as the need for large capital investments and human resource adaptation to new technologies. In conclusion, the integration of smart farming technology in premium rice marketing planning provides a significant competitive advantage for PT APU, expanding market share and building a modern and sustainable brand image.
Co-Authors Abiansyah, Alfian Ahmad Ade Kurniawan Aima, Hafidz Arief Pribadi Asida, Diyah Asriadi Sutisna, Adi DARYANTI DARYANTI Dhafi Iskandar, Muhammad Dimas Angga Negoro Edi Hamdi Eko, Ferdianyah El Khair, Minanda Fery Hotmajaya Hadinata, Thomas Havidz Aima, Havidz Indradewa, Rhian Indrawati Lestariani, Ratna Jeheo, Lyan Jenyfer, Jenyfer Leonardi, Lukas Lukitoningrum, Dyan Meryandani, Pratiwi Muhammad Fikri Mukhlis, Muhammad Negoro, Dimas Negoro, Dimas Angga Olivia Idrus Pasaribu, Marya Pontoh, Desire Puspita, Yohana Rahmat Syah, Tantry Yanuar Rizki Saputra Sidik, Satrio Riyono Silalahi, Ellys Sirojudin, Tubagus SUWITO, EDI Suyanto Suyanto Suyanto Syah, Tantri Syah, Tantry Syah, Tantry Yanuar Tantri Yanuar Rahmat Syah Triana, Silvi Wicaksono, Muhammad Andi Yanuar Rahmat Syah, Tantri Yuliana Agustina Widiarta