Sustainable Marketing Strategy Through Social Media as a Supporting Factor for Food Security Existence in Chili and Tomato Seed Products
Strategi Pemasaran Berkelanjutan Melalui Media Sosial sebagai Daya Dukung Eksistensi Ketahanan Pangan pada Produk Bibit Cabai dan Tomat
DOI:
https://doi.org/10.21070/ups.9263Keywords:
social media, delivery services, digital marketing, horticultural seedlings, food securityAbstract
This study explores marketing strategies for chili and tomato seedlings via social media and examines how delivery services support marketing success and contribute to food security. Using a qualitative descriptive approach, data were gathered through interviews, observations, and documentation of seedling farmers in Bojonegoro Regency. Findings show that Facebook and WhatsApp are key platforms due to their accessibility and reach within local communities. Simple tactics like photo uploads, customer testimonials, and educational content build consumer trust. However, effective digital promotion relies heavily on fast, secure, and affordable delivery services because seedlings are delicate. The integration of social media marketing and efficient logistics boosts sales, sustains farmers’ businesses, and ensures quality seedling availability, thereby strengthening local food security. This study underscores the value of combining digital marketing and delivery services in agriculture.
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