Utilization of Digital Marketing for Palm Oil Farmers and Palm Fruit Craftsmen in Indonesia

Small business actors in the palm oil sector and palm frond-based crafts in various villages in Indonesia face serious challenges in marketing their products. In regions such as Lebaksari (West Java), Lumpoknyo Luwuk Banggai, Mapalla (Makassar), and Batang Merangin (Jambi), many farmers and craftsmen admit that their businesses are not developing due to limited market access and suboptimal utilization of digital technology. Through community service approaches and discussions with local stakeholders, this research finds that digital marketing is a potential solution to overcome these marketing barriers. The strategies used include the utilization of e-commerce, the creation of business websites, and the use of social media as promotional tools. This approach is considered capable of expanding consumer reach, increasing product competitiveness, and opening access to national and even global markets. Digital marketing offers various advantages, ranging from cost efficiency and ease of measuring results to flexibility in adjusting strategies to consumer needs. However, the adoption of this strategy among farmers and craftsmen remains low, primarily due to limited digital literacy and supporting infrastructure. Therefore, technical assistance and cross-sector collaboration are key to ensuring that digital transformation in the people's agricultural sector can proceed optimally. This study concludes that the implementation of digital marketing strategies not only has the potential to increase the income of palm frond farmers and craftsmen but also strengthens the economic resilience of villages. With the right technology adoption and inclusive policy support, digital marketing can become a major driver of people's economic growth in the era of the Industrial Revolution 4.0. Download Journal