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The Impact Of Digital Marketing On Rural Products: A Case Study In Sumbang, Indonesia

Author

Listed:
  • Agus SUROSO

    (Faculty of Economics and Business Universitas Jenderal Soedirman)

  • MAFUDI

    (Faculty of Economics and Business Universitas Jenderal Soedirman)

  • Amber LUMBANTORUAN

    (Faculty of Economics and Business Universitas Jenderal Soedirman)

  • Ascaryan RAFINDA

    (Faculty of Economics and Business Universitas Jenderal Soedirman; University of Debrecen, KárolyIhrig Doctoral School of Management and Business, Hungary)

Abstract

This paper focuses on the potential of the plantbased production in Sumbanga, a region located in Banyumas, Indonesia. A lot of villagers in Sumbang are plant growers, making Sumbang a place with great potential for plant-based production. However, villagers do not take advantage of this reality and the study higlights the main problem encountered: villagers are not aware of the potential their rural area has. The research uses action research methodology, which combines doing research, taking action and making the necessary changes after profound critical reflection on the consequences of the envisaged measures. This paper examines the potential of the area and analyses the findings of the focus group discussions with several parties (rural authorities, rural public figures, managers of the village owned companies etc.) with a view to devising the action strategy for implementing the digital marketing policy. Following the introduction of the digital marketing strategies the research also focuses on the impact social media may have on the sales of rural products.

Suggested Citation

  • Agus SUROSO & MAFUDI & Amber LUMBANTORUAN & Ascaryan RAFINDA, 2019. "The Impact Of Digital Marketing On Rural Products: A Case Study In Sumbang, Indonesia," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 2, pages 137-142, December.
    • Handle: RePEc:cmj:journl:y:2019:i:2:p:137-142
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    References listed on IDEAS

    as
    1. Jeff Chester, 2008. "Interactive Food and Beverage Marketing: Targeting Children and Youth in the Digital Age," Working Papers id:1810, eSocialSciences.
    2. Ascaryan RAFINDA & Tímea GÁL, 2019. "The Educational Programme For Micro Investment In Agriculture In Indonesian Rural Areas," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 19, pages 23-38, May.
    3. Dijan RAHAJUNI & Lilis Siti BADRIAH & Ascaryan RAFINDA, 2019. "Implementing Productive Economic Activities For The Poor Based On Social Capital," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 19, pages 47-54, May.
    4. Tiago, Maria Teresa Pinheiro Melo Borges & Veríssimo, José Manuel Cristóvão, 2014. "Digital marketing and social media: Why bother?," Business Horizons, Elsevier, vol. 57(6), pages 703-708.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Digital Marketing; Rural Product; BUM Des;
    All these keywords.

    JEL classification:

    • I30 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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