What is it about?
This study explores how citrus farmers in Gunuang Omeh, West Sumatra, use digital marketing to sell their produce and whether it helps stabilize prices during peak harvest seasons. The research finds that most farmers (94.3%) do not use digital marketing, despite experiencing significant price drops during the main harvest period (June–July). Instead, they rely on traditional sales methods, such as selling to collecting merchants (87.1%) with direct cash payments. Among the small percentage (5.7%) of farmers who have adopted digital marketing, results show slightly better selling prices, but the difference is not statistically significant. The study identifies lack of knowledge (27.9%) and satisfaction with traditional methods (60.9%) as key reasons for low digital adoption. The findings highlight the need for government intervention in educating farmers on digital marketing benefits, such as broader market access and potentially higher price stability. Future research should involve more farmers who use digital marketing to understand its long-term impact and effectiveness in improving market competitiveness
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Photo by Rami Al-zayat on Unsplash
Why is it important?
This research is important because it highlights the challenges and opportunities of integrating digital marketing into the citrus farming industry in Gunuang Omeh, West Sumatra. Farmers in this region face significant price drops during the main harvest season (June–July) due to market saturation and limited direct consumer access. Digital marketing offers a potential solution by allowing farmers to reach a wider customer base, reducing reliance on middlemen, and stabilizing selling prices. However, the study reveals that only 5.7% of farmers use digital marketing, with most relying on traditional sales to merchants (87.1%). Many farmers lack knowledge of digital tools (27.9%) or believe their products sell well enough without them (60.9%). This knowledge gap prevents them from leveraging e-commerce, social media, and direct online sales that could increase their income and market competitiveness. The findings emphasize the urgent need for government and agricultural organizations to provide training and education on digital marketing strategies for farmers. By bridging the digital divide, policymakers can empower farmers to adopt modern selling techniques, reduce price fluctuations, and improve financial stability. As digital transformation becomes increasingly crucial in agriculture, this research provides a foundation for further studies on how technology can drive economic sustainability in rural farming communities
Perspectives
This research highlights a crucial gap between traditional farming practices and digital transformation, particularly in rural agricultural communities. The study underscores how citrus farmers in Gunuang Omeh, West Sumatra, continue to struggle with seasonal price drops yet remain largely unaware of the benefits of digital marketing. Despite its potential to expand market reach, reduce reliance on middlemen, and stabilize prices, digital adoption among farmers is remarkably low (5.7%). One of the most significant takeaways is the knowledge barrier. Many farmers are either unaware of digital marketing tools or believe their products are already selling well enough through traditional methods. This resistance to change is a common challenge in the digitalization of agriculture. However, the findings also suggest that those who have used digital marketing achieve slightly better selling prices, indicating an untapped opportunity for farmers to improve their earnings. To bridge this gap, government intervention, training programs, and digital literacy initiatives should be prioritized. Farmers need hands-on education on how to use social media, e-commerce platforms, and online marketing strategies effectively. Additionally, collaborations with agricultural cooperatives and digital marketplaces could provide structured support for transitioning to online sales. Another perspective worth considering is infrastructure readiness. While digital marketing can be highly beneficial, its success depends on stable internet access, logistical support, and trustworthy online payment systems—all of which must be evaluated for effective implementation in rural areas. Looking ahead, further research should explore: (1) Case studies of successful digital marketing adoption among farmers in similar regions. (2) The role of mobile payment systems in facilitating direct consumer transactions. (3) How digital marketplaces and e-commerce platforms can be tailored for small-scale citrus farmers. Overall, this study serves as an important starting point for digital transformation in the agricultural sector, offering valuable insights into how technology can empower rural farmers, increase economic resilience, and enhance market sustainability
Zainuri Hanif
National Research and Innovation Agency (BRIN)
Read the Original
This page is a summary of: Citrus Farmers and Digital Marketing in Gunuang Omeh, West Sumatera, January 2024, Atlantis Press,
DOI: 10.2991/978-2-38476-273-6_54.
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