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All Journal AGRITEPA: Jurnal Ilmu dan Teknologi Pertanian Agribis
Anggita Ekaningtyas Hermawan
Universitas Pendidikan Muhammadiyah Sorong
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Environmental Science Industrial & Manufacturing Engineering Materials Science & Nanotechnology

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STRATEGI PEMASARAN PRODUK HORTIKULTURA DI ERA DIGITAL, STUDI KASUS USAHA MIKRO, KECIL DAN MENENGAH (UMKM) PERTANIAN DI DESA MAJARAN, SALAWATI, KABUPATEN SORONG PAPUA BARAT DAYA Afriandi; Aci Aprianto; Anggita Ekaningtyas Hermawan
Jurnal AGRIBIS Vol. 12 No. 1 (2026): April 2026
Publisher : Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36563/pjx47z59

Abstract

Studi ini menyoroti analisis penerapan strategi pemasaran digital oleh UMKM hortikultura yang berada di Desa Majaran, Kabupaten Sorong, Papua Barat Daya. Studi ini berupaya untuk meningkatkan pemahaman tentang bagaimana platform digital berkontribusi terhadap upaya pemasaran, memperluas keterlibatan konsumen, dan meningkatkan daya saing bisnis. Metodologi deskriptif kualitatif digunakan, yang melibatkan wawancara menyeluruh, observasi lapangan, dan tinjauan dokumentasi. Analisis SWOT dilakukan untuk mengungkap kekuatan dan kelemahan internal serta peluang dan risiko eksternal yang berdampak pada hasil pemasaran digital UMKM. Temuan ini menunjukkan bahwa pemasaran digital sangat penting untuk meningkatkan efisiensi promosi; Namun demikian, masih terdapat kendala seperti kurangnya literasi digital, kualitas kemasan yang buruk, akses internet yang tidak konsisten, dan strategi promosi yang tidak terorganisir. Temuan penelitian ini menegaskan perlunya program peningkatan kapasitas, perbaikan strategi branding, serta penguatan akses pasar berbasis digital guna meningkatkan daya saing UMKM. Penelitian ini memberikan kontribusi berupa rekomendasi praktis untuk mengoptimalkan strategi pemasaran digital pada sektor hortikultura di wilayah perdesaan.
Marketing Analysis Of Chili Peppers (Capsicum Frutescens L) In The Aimas District Of Sorong Regency aci aprianto; Aldila Mawanti Athirah; Anggita Ekaningtyas Hermawan
AGRITEPA: Jurnal Ilmu dan Teknologi Pertanian Vol 12 No 2 (2025)
Publisher : UNIVED Press, Dehasen University Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/agritepa.v12i2.9275

Abstract

Purpose: The purpose of this study is to analyze the marketing system, marketing margin, and distribution channel efficiency of cayenne pepper in order to provide recommendations for increasing farmers' income. Methodology: This study used descriptive quantitative method with quota sampling technique for 30 farmers from three sub-districts in Aimas District, and snowball sampling for marketing actors. Primary data were collected through observation, interviews, and questionnaires, while secondary data were obtained from relevant institutions. Data analysis was conducted by calculating marketing margins and Farmer's Share to assess marketing efficiency. Results: The results showed that there are three marketing channels for cayenne pepper, with the highest profit margin obtained from the direct channel (farmer-consumer) of Rp15,000/kg, followed by the channel through intermediary traders (Rp10,000/kg), and the channel through retailers (Rp5,000/kg). Findings: However, marketing efficiency is still low due to limited agribusiness knowledge, lack of access to finance, and lack of knowledge of the market. Novelty: This study recommends strengthening farmer capacity in terms of agribusiness management, simplifying distribution channels, and supporting infrastructure and fair marketing policies to improve the sustainability of cayenne pepper farming in Aimas District. Conclusion: There are three cayenne pepper marketing channels, with the highest profit margins obtained from the direct channel (farmer-consumer), followed by channels through collectors, and channels through retailers. However, marketing efficiency is still low due to limited agribusiness knowledge, limited market access, and high distribution costs.Type of Paper: research article.
Co-Authors Aci Aprianto Afriandi Aldila Mawanti Athirah