OPTIMALISASI E-COMMERCE BERBASIS WEBSITE SEBAGAI SOLUSI PEMASARAN PRODUK PERTANIAN DI KABUPATEN SIKKA: WEBSITE-BASED E-COMMERCE OPTIMIZATION AS A MARKETING SOLUTION FOR AGRICULTURAL PRODUCTS IN SIKKA REGENCY - Wanda, Tarasa Iawan Saputera; Mado, Theresia Wihelmina; Labamaking, Thomas E. D.; Mado, Yohanes Jibrail (STIKOM Uyelindo Kupang, 2025)
E-commerce telah menjadi bagian penting dalam ekonomi digital, namun sektor pertanian di Indonesia, termasuk Kabupaten Sikka, masih tertinggal. Petani di daerah ini menghadapi berbagai hambatan, seperti akses pasar yang terbatas, nilai jual produk yang rendah, dan ketergantungan pada distribusi konvensional. Produk pertanian juga memiliki tantangan khusus karena mudah rusak dan bergantung pada faktor alam. Penelitian ini bertujuan mengembangkan platform e-commerce berbasis website untuk memasarkan produk pertanian di Kabupaten Sikka. Tujuannya adalah memperluas akses pasar, meningkatkan efisiensi pemasaran, serta mendorong literasi digital petani agar siap memanfaatkan teknologi. Penelitian menggunakan pendekatan deskriptif kualitatif melalui observasi, wawancara, dan pengembangan perangkat lunak (analisis, desain, implementasi, dan uji coba). Hasilnya menunjukkan bahwa e-commerce mampu meningkatkan visibilitas produk, transparansi harga, efisiensi transaksi, dan memperluas jangkauan pasar. Namun, tantangan tetap ada, seperti rendahnya literasi digital, infrastruktur internet yang belum merata, serta kurangnya pelatihan dan pendampingan bagi petani. E-commerce plays a key role in the digital economy, but the agricultural sector in Indonesia—particularly in Sikka Regency—lags behind. Farmers face obstacles like limited market access, low product prices, and dependence on traditional distribution. Agricultural products are also perishable and subject to natural conditions, adding to the challenge. This study aims to develop a web-based e-commerce platform tailored for marketing agricultural products in Sikka. The goal is to expand market access, improve marketing efficiency, and boost farmers' digital literacy and readiness to use such technology. A qualitative descriptive method was used, involving field observation, interviews with farmers and local entrepreneurs, and software development through analysis, design, implementation, and testing stages. The findings show that the e-commerce platform positively impacted product visibility, price transparency, transaction efficiency, and market reach. However, challenges remain, such as limited digital literacy, uneven internet infrastructure, and a lack of training and support for farmers.