IDEAS home Printed from https://ideas.repec.org/a/cmj/journl/y2019i2p137-142.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://seaopenresearch.eu/Journals/articles/CMJ2019_I2_6.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. 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.
    3. 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.
    4. Jeff Chester, 2008. "Interactive Food and Beverage Marketing: Targeting Children and Youth in the Digital Age," Working Papers id:1810, eSocialSciences.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Brittany Ryder & Tingting Zhang & Nan Hua, 2021. "The Social Media “Magic”: Virtually Engaging Visitors during COVID-19 Temporary Closures," Administrative Sciences, MDPI, vol. 11(2), pages 1-15, May.
    2. Mahsa Samsami & Ralf Wagner, 2021. "Investment Decisions with Endogeneity: A Dirichlet Tree Analysis," JRFM, MDPI, vol. 14(7), pages 1-19, July.
    3. Cambier, Fanny & Poncin, Ingrid, 2020. "Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context," Journal of Business Research, Elsevier, vol. 109(C), pages 260-270.
    4. Dash, Ganesh & Kiefer, Kip & Paul, Justin, 2021. "Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention," Journal of Business Research, Elsevier, vol. 122(C), pages 608-620.
    5. Ho, Mia Hsiao-Wen & Chung, Henry F.L., 2020. "Customer engagement, customer equity and repurchase intention in mobile apps," Journal of Business Research, Elsevier, vol. 121(C), pages 13-21.
    6. Jiaqi Li & Baicheng Chen & Siyuan Zhao & Yuqi Zhang, 2025. "Discovering Knowledge Assets to Foster Esports’s Sustainable Expansion," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 65-99, March.
    7. repec:ers:journl:v:xxiv:y:2021:i:special1:p:851-874 is not listed on IDEAS
    8. Tsekouropoulos, Georgios & Koliouska, Christiana & Theocharis, Dimitrios & Andreopoulou, Zacharoula, 2018. "Green products: digital marketing and consumer behavior for sustainability," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 0(Issue 2).
    9. Wioletta Wereda & Patrcyja Bryczek-Wrobel, 2024. "The Integration of Digital Marketing Solutions with Industry 4.0 in Enterprises in Poland – Aspects of Management and Security," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 649-660.
    10. Hajer Kefi & Sitesh Indra & Talel Abdessalem, 2016. "Social media marketing analytics : a multicultural approach applied to the beauty & cosmetic sector," Post-Print hal-01456580, HAL.
    11. Emini, Adelina & Zeqiri, Jusuf, 2021. "The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 256-266, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    12. Teresa Borges-Tiago, Maria & Santiago, Joanna & Tiago, Flavio, 2023. "Mega or macro social media influencers: Who endorses brands better?," Journal of Business Research, Elsevier, vol. 157(C).
    13. Asuamah Yeboah, Samuel, 2024. "Winning Strategies for Launching a Successful Business in Developing Markets," MPRA Paper 122661, University Library of Munich, Germany, revised 18 Oct 2024.
    14. Dan Dumitriu & Gheorghe Militaru & Dana Corina Deselnicu & Andrei Niculescu & Mirona Ana-Maria Popescu, 2019. "A Perspective Over Modern SMEs: Managing Brand Equity, Growth and Sustainability Through Digital Marketing Tools and Techniques," Sustainability, MDPI, vol. 11(7), pages 1-24, April.
    15. Crittenden, Andrew B. & Crittenden, Victoria L. & Crittenden, William F., 2019. "The digitalization triumvirate: How incumbents survive," Business Horizons, Elsevier, vol. 62(2), pages 259-266.
    16. Amira M. Omar & Nermine Atteya, 2021. "The Impact of Digital Marketing on Consumer Buying Decision Process in the Egyptian Market," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(7), pages 120-120, July.
    17. Jono M Munandar & Dadang Firmansyah, 2018. "The role of digital marketing in improving SME’s prod- uct competitiveness in The ASEAN Economic Community (AEC) (Case study in Indonesia)," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 4(4), pages 206-218.
    18. Roy, Gobinda & Sharma, Swati, 2021. "Measuring the role of factors on website effectiveness using vector autoregressive model," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    19. Mehmet Özer Demir & Biagio Simonetti & Zuhal Gök Demir, 2023. "Political segmentation based on pictorial preferences on social media," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(3), pages 367-381, October.
    20. Ologunebi, John & Taiwo, Ebenezer, 2023. "The Importance of SEO and SEM in improving brand visibility in E-commerce industry; A study of Decathlon, Amazon and ASOS," MPRA Paper 119205, University Library of Munich, Germany.
    21. Teresa Borges-Tiago & Sandra Silva & Sónia Avelar & João Pedro Couto & Luíz Mendes-Filho & Flávio Tiago, 2021. "Tourism and COVID-19: The Show Must Go On," Sustainability, MDPI, vol. 13(22), pages 1-19, November.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cmj:journl:y:2019:i:2:p:137-142. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Serghie Dan (email available below). General contact details of provider: https://seaopenresearch.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.