The Social Media Uses to Marketing Development of Agricultural Products in Tempok Village, Tompaso District, Minahasa Regency

Abstract

The agricultural sector plays an important role in the lives of Indonesian people and even the world. However, until now there are still many farmers in Indonesia whose lives are below the decent standard or are still poor. This is caused by one of the low selling prices of products experienced by farmers because of the long marketing chain. This situation was responded to by farmers in Tempok Village, Minahasa District by utilizing social media as a means of developing and marketing agricultural products using social media. The purpose of this study was to determine how social media is used to develop agricultural products in Tempok Village. This study is a descriptive study with a qualitative approach. The data sources used are primary and secondary data. Data analysis by conducting validity and reliability tests using qualitative data analysis techniques, the Miles and Huberman model. With the theoretical basis used for social media marketing, Digital Marketing, E-Commerce, Consumer Behavior, Social Media Marketing Activity. Based on the data analysis carried out, it was concluded that social media is beneficial for farmers in Tempok Village. Some of the benefits that are felt are, by using social media, it can cut the existing marketing chain. Farmers in Tempok Village, but farmers must also understand more efficient strategies in promoting agricultural products in the use of social media. Social media is also useful for cutting the existing marketing chain. In addition, with social media, the prices obtained by farmers are also higher because they no longer sell their products through fences or middlemen.