Analisis Kendala Literasi Digital dalam Pemasaran UMKM dan Sektor Pertanian di Desa Linggajati

Abstract

The digitalization of marketing contributes to enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) and the agricultural sector in rural areas; however, limited digital literacy remains a primary obstacle for local business owners in leveraging technology effectively. This study addresses the challenges related to digital literacy in marketing among MSMEs and the agricultural sector in Linggajati Village. The research focuses on the use of digital technology for marketing activities, specifically within community-based food MSMEs and the agricultural sector. Employing a qualitative descriptive method and a case study approach, data were collected through observations, interviews, and questionnaires involving eight MSME owners and two farmers. The findings indicate that the main challenges faced by these MSME owners and farmers include low digital literacy, limited use of marketing technology, and a continued reliance on traditional promotional methods. Most MSME owners use only WhatsApp for marketing; they do not utilize online marketplaces, have not adopted digital payment systems (such as QRIS), and are not actively managing social media. In the agricultural sector, the marketing of harvests remains conventional and is not yet integrated with digital platforms. Factors such as age, educational background, limited capital, and a lack of digital training are the primary causes of this situation. These findings suggest that the low level of digital literacy among MSME owners and farmers necessitates sustained guidance and digital training, tailored to the specific characteristics of the community in Linggajati Village. As a recommendation, future research should involve a broader range of respondents and examine the effectiveness of digital training programs in enhancing technology-based marketing within rural areas.