Development of Community-Based Digital Marketing Training for Millenial Greenhouse Farmers in Panambangan Village
DOI:
https://doi.org/10.59141/jiss.v7i9.2570Keywords:
Digital Marketing, Community-Based Training, Project-Based Participatory (PBPT), Millenial Greenhouse Farmers, Industry 4.0Abstract
This study aimed to develop a community-based digital marketing training model using a Project-Based Participatory Training (PBPT) approach for millennial greenhouse farmers in Panambangan Village. The study was motivated by the relatively low level of digital technology adoption among farmers, particularly in the use of social media, online marketplaces, and product branding to market horticultural products. A descriptive qualitative approach was employed using a project-based and participatory training design. Data were collected through observation, interviews, documentation, and assessment of the projects completed by training participants. The findings showed that although farmers had access to digital technology, they lacked adequate skills to transform this access into productive marketing tools. The PBPT model, which integrated project-based learning with participatory methods, was developed through seven stages: identification of problems and needs, project planning, instruction and practice, project implementation, mentoring, evaluation, and follow-up. The training process produced concrete outputs, including digital business accounts, promotional content, digital catalogs, and a Digital Marketing Action Plan that could be implemented directly by participants. These findings indicated that a contextual, community-based training model could improve farmers’ digital competencies, expand market access, reduce postharvest losses, and strengthen the competitiveness of millennial greenhouse farmers within an evolving digital economy. Therefore, the PBPT model has the potential to serve as a reference for developing digitally oriented farmer empowerment programs in other regions with similar social and economic characteristics while also contributing to research on community-based digital marketing training in the agricultural sector.
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