Digital Marketing Strategies to Increase Sales of Agricultural Products in the Era of Information Technology Transformation

The rapid transformation of information technology has revolutionized various sectors, including agriculture, by enabling the adoption of digital marketing strategies. This study aims to explore the role of digital marketing in enhancing the sales of agricultural products, focusing on the application of strategies that utilize online platforms, social media, and data analytics to increase visibility and market competitiveness. The primary objective of this research is to identify effective digital marketing strategies and assess their impact on agricultural product sales in the context of technological advancement. This research employs a qualitative approach through a literature review, systematically gathering data from relevant studies, books, and reports published over the past five years. The findings suggest that digital marketing, especially through e-commerce platforms and social media, significantly boosts sales by expanding market reach and improving consumer engagement. Additionally, the integration of big data and artificial intelligence allows for more personalized marketing efforts, enhancing product visibility and optimizing customer interactions. However, challenges such as limited digital literacy and infrastructure remain, particularly in rural areas. The study concludes that while digital marketing offers vast potential, overcoming these barriers is essential for its successful implementation. Future research should explore how agricultural businesses, particularly small-scale farmers, can be supported in adopting these strategies effectively.