Increasing The Competitiveness of Local Agribusiness Products Through Digital Marketing Strategies

Abstract

The purpose of the research is that digital transformation in the agribusiness sector opens up great opportunities for local business actors to increase competitiveness through innovative marketing strategies to overcome the challenges of low market access and limited promotion. This study aims to analyze effective digital marketing strategies in increasing the added value of agribusiness products in Indonesia by means of a literature study method on 15 academic journals for the 2018–2025 period. The results of the analysis show that the combination of digital branding, social media marketing, e-commerce optimization, and storytelling marketing is the most influential strategy that is able to increase the average income of business actors by up to 40% and expand market reach to export levels. However, the success of this implementation still faces challenges in the form of limited digital literacy of farmers, uneven internet infrastructure, and limited funding, so collaborative synergy is needed between the government, academics, and technology players to ensure the sustainability of local agribusiness in the global market.