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All Journal Agricultural Socio-Economic Empowerment and Agribusiness Journal Journal of Community Capacity Empowerment
Sari, Erlina Novita
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Improving Farmers’ Digital Literacy for Packaging and Product Imaging in Competitive Agricultural Markets Damayanti, Adhisty Puri; Sari, Erlina Novita; Saputri, Diana; Irawan, Norbertus Citra; Budiyono, Agus
Journal of Community Capacity Empowerment Vol 3 No 2 (2025): August 2025
Publisher : Universitas Tunas Pembangunan Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36728/jcce.v3i2.5391

Abstract

Smallholder farmers face persistent challenges in adding value to their agricultural products due to limited access to digital marketing knowledge and skills. Many of these farmers struggle to connect their production activities with current market demands, resulting in low product appeal and reduced income. This community service program aimed to bridge that gap by introducing digital capacity-building in packaging and product promotion. The team designed a participatory learning method that combined visual presentations, product demonstrations, and guided discussions to improve farmers’ understanding and motivation. The facilitators conducted the training at a rural farmer group in Jumapolo, involving 30 participants from various age groups. The team collected data using pre- and post-training questionnaires focused on knowledge, attitude, and behavioral intention. The Kruskal-Wallis H Test was used to analyze the differences in post-intervention score across age groups. The analysis revealed a significant improvement in learning outcomes, particularly among younger participants who were more receptive to digital tools and practices. The observations in the field also showed that younger farmers actively engaged in hands-on sessions, while older farmers preferred visual learning and peer support. This program demonstrated that digital empowerment efforts can be practical when tailored to different learning profiles. Future community programs should consider adopting segmented approaches and implementing intergenerational mentoring to ensure the inclusive adoption of digital marketing skills. Policymakers and agricultural institutions must support continuous learning models that connect production with market access through practical, user-friendly digital training.
Tingkat Kepuasan Konsumen terhadap Tanaman Hias di Bursa dan Pelelangan Menggung Forest Art 2 Kecamatan Tawangmangu Sari, Erlina Novita; Santosa, Muhammad Elsa; Anggara, Muhammad Fariskan; Prasetyo, Agung
Agricultural Socio-Economic Empowerment and Agribusiness Journal Vol 1, No 1 (2022): June
Publisher : Program Studi Magister Agribisnis, Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/agrisema.v1i1.61336

Abstract

Consumers have an important role in the business world, one of which is the ornamental plant business. Consumer satisfaction was strongly influenced by the level of income, where consumers have a decision in choosing a product they will buy. Knowledge of consumer perceptions is important to increase farmers' income. This research method uses a descriptive approach, where data collection was carried out using interviews and direct surveys. Data were analysed using the Consumer Satisfaction Index (CSI). The level of consumer satisfaction with ornamental plants on the stock exchange and the auction of ornamental plants at Menggung Forest Art 2 was classified into the very satisfied category. Consumer satisfaction with ornamental plants is influenced by attributes such as variety, level of product uniqueness, product prices, future price predictions, and the appearance of plants in pots. Improvements regarding the selection of pots that are more adapted to the size of the plant and the selection of pot colours need to be made by traders or ornamental plant auctioneers.
Co-Authors Agung Prasetyo Agus Budiyono Anggara, Muhammad Fariskan Damayanti, Adhisty Puri Norbertus Citra Irawan Santosa, Muhammad Elsa Saputri, Diana