<![CDATA[Digital transformation has significantly changed businessmarketing strategies, including in the agribusiness sector.PT Sang Hyang Seri’s Central Java and Yogyakarta BranchOperations, a state-owned enterprise engaged in rice seedproduction, have experienced a decline in retail salesperformance over the past few years. This study aims toanalyze the implementation of digital marketing andexamine its impact on sales performance and marketshare. A quantitative research approach was used with 47agricultural retail partners of PT Sang Hyang Seri CentralJava and Yogyakarta Branch Operations. Data wereanalyzed using Structural Equation Modeling-Partial LeastSquares (SEM-PLS) with SmartPLS 4 software. The findingsindicate that the implementation of digital marketing iscategorized as good. Hypothesis testing revealed that theimplementation of digital marketing has a positive andsignificant impact on sales performance (path coefficient= 0,745, t-statistic = 4,465, p-value = 0,000, R2 = 0,555).Furthermore, the implementation of digital marketingalso has a positive and significant effect on market share(path coefficient = 0,486, t-statistic = 2,277, p-value =0,023; R2 = 0,597). This study concludes that strengtheningdigital marketing strategies can improve a company’ssales performance and enhance market competitivenessin the rice seed industry.]]>
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