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All Journal Daengku: Journal of Humanities and Social Sciences Innovation Journal Of World Science
Rahmi Lutfial Umi, Anisa
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Integrated Marketing Communication Strategy of PT. Syngenta Indonesia in Increasing Corn Farming Productivity Through the Use of Digital Technology for PeTani Apps Rahmi Lutfial Umi, Anisa; Hasanah Sudradjat, Ratih
Daengku: Journal of Humanities and Social Sciences Innovation Vol. 4 No. 3 (2024)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.daengku2553

Abstract

The emergence of the peTani Apps represents PT. Syngenta Indonesia’s innovative response to enhancing corn farming productivity through digital technology utilization. In 2023, the user base of the peTani Apps reached 28,600, a significant increase from the previous year. This research aims to examine the integrated marketing communication (IMC) process undertaken by PT. Syngenta Indonesia in boosting corn farming productivity through digital technology, particularly via the peTani Apps, employing Kotler and Keller's (2016) IMC strategy concept. The research method employed is qualitative descriptive with a post-positivist paradigm and data triangulation method. The findings reveal that PT. Syngenta Indonesia effectively implements IMC strategy to enhance corn farming productivity through the peTani Apps. The company has conducted extensive promotional efforts through various online news portals and social media, alongside sales promotion programs offering discounts and special deals. Through participation in agricultural events and collaboration with stakeholders, the company has expanded reach and heightened awareness of the application. Support is also provided through direct marketing, digital marketing focus, and the use of specialized teams for farmer education
Communication Identity of Maize Farmers in the Digital Immigrant Group in Accepting Innovation through the Utilization of Digital Petani Apps Rahmi Lutfial Umi, Anisa; Hasanah Sudrajat, Ratih
Journal of World Science Vol. 3 No. 7 (2024): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v3i7.672

Abstract

The development of digital technology has brought significant changes in the agricultural sector, including through the peTani Apps digital application that is expected to help farmers. However, adopting this technology is not always easy, especially for farmers in the digital immigrant group. This study aims to identify and examine the process of forming a communication identity of corn farmers in the digital immigrant group who accept innovations through digital peTani Apps. The research method used is descriptive qualitative with a case study approach processed and analyzed using NVivo. The research applied Michael Hecht's Communication Theory of Identity (CTI) in farmers' interaction with new technology. The results showed that farmers' communication identity levels, including personal identity, enactment identity, relational identity, and communal identity, play a significant role in technology adoption. Personal identity resulted in the finding that many farmers felt insecure and inexperienced in using advanced technology, which led to discomfort in using the application. Enactment identity shows that peTani Apps' digital technology innovation has not become part of farmers' daily routine due to difficulties in navigation and understanding functions. Relational identity reveals that community support and social relationships are crucial in adoption. Communal identity reflects resistance to change in communities with strong traditional norms. Overall, the app has not been widely adopted by digital immigrant groups. Social, cultural, and economic factors influence the adoption rate of these technologies, so more targeted strategies and greater support are needed to encourage equitable adoption among farmers.
Co-Authors Sudradjat, Ratih Hasanah