A Soft System Approach for Smart Agriculture: The Use of Digital Marketing in Organic Farm Business

One of the main problems in the organic farm industry is the marketing channel to find its customers. This problem might lead to a loss of possibility of gaining economic value from them. Implementation of digital marketing technologies could prevent economic value loss since digitalization utilizes tools to create strategies to reach its customers. However, the digital marketing application in organic farm has obstacles and a lack of discussion in the literature, particularly in the case of Indonesia. This research develops a conceptual model of the application for digital marketing in an organic farming through the soft systems methodology approach. The results shed light on the ongoing literature by identifying the overall system and relevant components. The lack of engagement between producers and consumers, which reduces consumers' desire to buy organic foods, is one of the other difficulties that this study also brings to light. It is advised that producers improve contact with their stakeholders and customers to better understand their requirements and desires to implement digitalization in this business.