Exploring the Legal Framework and Digital Marketing Opportunities in Indonesia's Rice

This study aims to analyze the legality aspects of rice businesses and the potential of digitalization in their marketing strategies in Indonesia. The rice business is a critical sector in Indonesia's economy but often faces challenges regarding compliance with licensing and regulatory requirements. These challenges can hinder business growth and reduce competitiveness in the market. Meanwhile, the development of digital technology offers new opportunities for rice entrepreneurs to expand their market reach through digital platforms. This research employs a qualitative method with a case study approach, focusing on rice business owners in various regions, and conducting in-depth interviews with stakeholders, including government officials and business owners. The findings indicate that legal compliance remains a significant challenge for many small and medium-sized enterprises (SMEs) in the rice industry due to complex licensing processes and relatively high costs. On the other hand, digital marketing has proven to be effective in increasing distribution efficiency and expanding market access, particularly through e-commerce and other digital platforms. However, a lack of understanding and limited technological resources remain barriers for some business owners to fully transition to digital systems. In conclusion, rice businesses that operate legally and incorporate digital marketing strategies have the potential to grow at a faster rate. This study recommends simplifying regulations for rice businesses and enhancing digital literacy among entrepreneurs to take advantage of digitalization opportunities in expanding their market reach and improving competitiveness.