THE UTILIZATION OF FACEBOOK AND WHATSAPP AS DIGITAL MARKETING STRATEGIES FOR AGRICULTURAL PRODUCTS IN EAST BULANGO DISTRICT, BONE BOLANGO REGENCY
DOI:
https://doi.org/10.47918/dwn19v87Kata Kunci:
Digital Marketing, Facebook, WhatsApp Messenger, Agricultural Products, Rural Marketing.Abstrak
This study aims to analyze the utilization of Facebook and WhatsApp Messenger as marketing media for agricultural products in East Bulango District, Bone Bolango Regency. Specifically, the study examines the role of Facebook in product promotion and information dissemination, explores the benefits of WhatsApp in facilitating communication and transactions between farmers and consumers, and identifies the supporting and inhibiting factors affecting the implementation of digital marketing strategies. This research employed a descriptive qualitative approach. Data were collected through in-depth interviews, observation, and documentation involving five purposively selected informants consisting of conventional farmers, digital farmers, and agricultural collectors. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, including data reduction, data display, and conclusion drawing. The findings indicate that Facebook serves as the primary platform for promoting agricultural products and expanding market reach, while WhatsApp facilitates direct communication, price negotiation, order confirmation, and transaction coordination. The use of these platforms enables farmers to obtain higher selling prices and reduce dependence on intermediaries. However, several challenges remain, including limited digital literacy, time constraints, logistical difficulties, challenges in marketing large product volumes, and low consumer interest in unbranded products. The study concludes that Facebook and WhatsApp have significant potential to support agricultural marketing in rural areas, although greater institutional support is needed through digital literacy training, marketing assistance, and infrastructure development to encourage wider adoption.
Unduhan
Referensi
[1] V. V Kumar, G. D. Devi, U. Ajay, M. Sharun, and P. Yukesh, “Enhancing Smallholder Farmer Livelihoods through AI-Based E-Commerce Marketing for Agricultural Products,” in 2nd International Conference on Sustainable Computing and Data Communication Systems, ICSCDS 2023 - Proceedings, Velammal Institute of Technology, Department of Information Technology, Panchetti, Chennai, India: Institute of Electrical and Electronics Engineers Inc., 2023, pp. 533–538. doi: 10.1109/ICSCDS56580.2023.10105046.
[2] X. Wang, “Developing a Dynamic Marketing Channel Model for Agricultural Cooperatives in the New Media Economy Using the Power of the Internet of Things,” Appl. Math. Nonlinear Sci., vol. 9, no. 1, 2024, doi: 10.2478/amns-2024-3335.
[3] H. Inegbedion, E. Inegbedion, A. Asaleye, E. Obadiaru, and F. Asamu, “Use of social media in the marketing of agricultural products and farmers’ turnover in South-South Nigeria,” F1000Research, vol. 9, 2021, doi: 10.12688/f1000research.26353.2.
[4] M. S. Al-Shaikh, A. I. Al-Gharagher, and K. A. Alshohaib, “Social Media and Its Role in Marketing Agricultural Products (A Field Study on Small Farmers in the Jordan Valley Area),” in Studies in Systems, Decision and Control, vol. 488, Zarqa University, Zarqa, Jordan: Springer Science and Business Media Deutschland GmbH, 2023, pp. 425–435. doi: 10.1007/978-3-031-39158-3_41.
[5] D. Dreist, H. Schulze, N. Harder, and S. Kühl, “When will I be successful? The use of social media in agricultural direct marketing in Germany,” Agric. Food Econ., vol. 13, no. 1, 2025, doi: 10.1186/s40100-025-00367-5.
[6] C. Kong, H. Khalid, and Z. Gao, “Construction of agricultural product consumer group portrait and analysis of precision marketing strategies based on K-means cluster analysis,” J. Auton. Intell., vol. 7, no. 1, 2024, doi: 10.32629/jai.v7i1.903.
[7] S. Murugesan, B. Swaminathan, and R. Anthony, “Understanding the Consumer Perception for the Revival of Agri-Marketing,” in Agriculture Branding and Market Intelligence: Insights for Sustainable Growth, Department of Agricultural Economics, Junagadh Agricultural University, Gujarat, India: NIPA, 2025, pp. 31–40. [Online]. Available: https://www.scopus.com/inward/record.uri?eid=2-s2.0-105034709415&partnerID=40&md5=7bfccb2015148e39dd167a8d4a80d043
[8] S. Suwanmaneepong, S. Fakkhong, and P. Kullachai, “SWOT analysis and marketing strategies development of agricultural products for community group in Nong Chok, Bangkok, Thailand,” Int. J. Agric. Technol., vol. 14, no. 7, pp. 2027–2040, 2018, [Online]. Available: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85063535237&partnerID=40&md5=13893423622ce6696bfb88ae7ba6690b
[9] Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R & D. Bandung: Alfabeta, 2022.
[10] M. B. Miles, A. M. Huberman, and J. Saldana, Qualitative Data Analysis, A Methods Sourcebook, Edition 3. USA: Sage Publications, 2014.
[11] R. C. Onyemekonwu, N. T. Meludu, and T. J. Ewuzie, “Use of social media in agricultural information dissemination among members of cooperative societies in Awka South Local Government Area, Anambra State, Nigeria,” Bulg. J. Agric. Sci., vol. 30, no. 4, pp. 734–738, 2024, [Online]. Available: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85203238998&partnerID=40&md5=6ffe8ec0c55322b3488f5211fddd33ff
[12] M. Petrilák, E. Janšto, and E. Horská, “Communication of local farmers’ products through Facebook: The case study of Naše-Vaše,” Commun. Today, vol. 11, no. 1, pp. 150–162, 2020, [Online]. Available: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85087219509&partnerID=40&md5=a407f9af3ff0b4ca5d87bfacf9090389
[13] F. Agnese, Z. Othman, A. Mitin, and W. A. J. Wan Yahaya, “Participatory monitoring in farmer field school program through Whatsapp among indigenous farmers in rural Sarawak, Malaysia,” Interact. Learn. Environ., vol. 32, no. 9, pp. 5699–5710, 2024, doi: 10.1080/10494820.2023.2223241.
[14] H. Akhmadi, N. P. Utami, and A. S. Widodo, “Use of whatsapp application on fruit marketing communication: A traders’ experience,” J. Inf. Organ. Sci., vol. 45, no. 1, pp. 95–113, 2021, doi: 10.31341/jios.45.1.6.
[15] D. Thakur and M. Chander, “Use of social media for livestock advisory services: The case of Whats App in Himachal Pradesh, India,” Indian J. Anim. Sci., vol. 87, no. 8, pp. 1034–1037, 2017, doi: 10.56093/ijans.v87i8.73531.
[16] A. N. Lutomia, J. Bello-Bravo, N. I. Lutomia, J. K. Kataru, J. W. Medendorp, and B. R. Pittendrigh, “Participatory practices and lessons from Scientific Animations Without Borders and a WhatsApp network in a post-COVID age: The case of video animations for rural agriculture,” in Digital Communication for Agricultural and Rural Development: Participatory Practices in a Post-COVID Age, Department of Entomology, Purdue University, United States: Taylor and Francis, 2024, pp. 253–270. doi: 10.4324/9781003282075-18.
[17] J. C. Iwuchukwu, O. G. Eke, and C. E. Nwobodo, “Perception of extension personnel on suitability and benefits of using social media in communicating agricultural information in Enugu State, Nigeria,” J. Agric. Ext., vol. 23, no. 3, pp. 172–181, 2019, doi: 10.4314/jae.v23i3.15.
[18] P. M. Ramavhale, E. M. Zwane, and A. Belete, “The Benefits of Social Media Platforms Used in Agriculture for Information Dissemination,” South African J. Agric. Ext., vol. 52, no. 2, pp. 77–90, 2024, doi: 10.17159/2413-3221/2024/v52n2a15342.
[19] N. A. Jat, A. A. Khooharo, B. A. Talpur, A. Shahzad, and W. Raza, “Impact of Social Media on Agricultural Information Dissemination in District Sanghar, Sindh Province,” Sarhad J. Agric., vol. 41, no. 3, 2025, doi: 10.17582/journal.sja/2025/41.3.1171.1180.
