Citrus Farmers and Digital Marketing in Gunuang Omeh, West Sumatera
Supriyadi, Rika Reviza Rachmawati, Zainuri Hanif, Lyli Mufidah

BRIN, Research Centre for Behavioral and Circular Economics, Gatot Subroto Street, No.10, Indonesia

Abstract

Citrus farmers in Indonesia, including in Gunuang Omeh, West Sumatera, are still experiencing problems with prices falling during the main harvest. Digital marketing can be an alternative to overcome this because it can reach a wider market, thereby getting the most suitable price. This research used a descriptive analysis method completed by Maan Whitney test, which in-volved 347 data of citrus farmers in Gunuang Omeh sub district. Respondent descriptions showed that most of the citrus farmers never done digital mar-keting. It is need to open the farmers perception of digital marketing because they still experience price falling in the main harvest as the major obstacle (89%), which occurs in June-July (52.5%). From the analysis results, farmers who carry out digital marketing have a better mean rank and higher price (with a difference of IDR 179). Further research involving more citrus farm-ers who used digital marketing is needed for better understanding and to identifies the driving factors.

Keywords: citrus farmers, digital marketing, price, sustainability, transformation

Topic: Economics