Asset Based Digitalization of Food Product Marketing for Optimizing Farmer’s Income in Meureubo Subdistrict
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Abstract
The digitalization of the agricultural sector has become a fundamental necessity to address the stagnation of conventional farmer markets. In Meureubo District West Aceh Regency food crop farmers experience structural constraints characterized by dependence on middlemen, weak bargaining power and low income margins due to extended supply chains. This community service initiative was designed as a strategic intervention to enhance digital literacy, strengthen technical marketing competencies and expand direct market access to optimize farm income. The program applied the Asset-Based Community Development (ABCD) method combined with Focus Group Discussions (FGD), emphasizing local assets such as superior products and social capital rather than deficiencies. Thirty farmers participated in structured stages including asset mapping, conceptual understanding of short supply chains and hands-on training in product photography, persuasive copywriting and platform utilization through WhatsApp Business and Facebook Marketplace. Quantitative findings revealed a 110.6% increase in average knowledge scores (from 39.6 to 83.4) indicating a transition from technological unawareness to conscious competence. Qualitatively participants demonstrated increased confidence in producing promotional content and conducting digital transactions. Overall, the program effectively bridged the digital knowledge gap and shifted farmers’ mindsets from conventional producers to emerging digital agropreneurs confirming that asset-based technology integration can reduce exploitative distribution chains and promote sustainable rural economic independence.
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