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The Influence of Institutions, Market Access, and Marketing Capacity on Shallot Farmer’s Marketing Strategies

Author

Listed:
  • Nadratul Naima

    (Hasanuddin Universitas)

  • Fauziah Umar

    (Hasanuddin Universitas)

Abstract

This study aims to analyze the influence of farmer institutional roles, access to market information, and marketing capacity on the marketing strategies of shallot farmers in Tindalun Village, Enrekang Regency, South Sulawesi, Indonesia. The research method used a quantitative approach with Partial Least Squares–Structural Equation Modeling (PLS-SEM) analysis techniques. The study respondents numbered 150 farmers selected through purposive sampling techniques. The findings reveal that farmer institutions and marketing capacity exert a positive and significant influence on marketing strategies, whereas access to market information does not exhibit a significant effect. Simultaneously, all three independent variables had a significant effect on marketing strategies with an R2 value of 0.385, which is categorized as moderate. These findings indicate that the success of marketing strategies is more determined by internal strengths such as institutional support and marketing capacity, while access to market information requires digital literacy support, training, and adequate infrastructure. This study recommends increasing marketing capacity and strengthening institutions as top priorities, as well as optimizing the use of market information to strengthen the competitiveness of shallot products.

Suggested Citation

  • Nadratul Naima & Fauziah Umar, 2026. "The Influence of Institutions, Market Access, and Marketing Capacity on Shallot Farmer’s Marketing Strategies," Advances in Economics, Business and Management Research,, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-709-5_97
    DOI: 10.2991/978-94-6239-709-5_97
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