Analisis Keberlanjutan Platform E-Commerce Produk Pertanian di Kota Medan

Abstract

ROBY RASMANA GINTING. Sustainability Analysis of Agricultural Product E-Commerce Platform in Medan City. (Under the guidance of Mrs. IR. DIANA CHALIL, M.SI, PH.D. as Chair of the Advisory Committee and Mr. IR. YUSAK MARYUNIANTA, M.SI as Member of the Advisory Committee). This study aims to analyze consumer perceptions of the sustainability of agricultural product e-commerce platforms in Medan City and assess the alignment between consumer and platform perceptions regarding sustainability factors. The research employs a quantitative method with a cross-sectional design, involving 4 agricultural product e-commerce platforms and 41 platform users. The findings indicate that active platforms, such as Pak Tani Digital and Jumaku, succeed due to their ability to reach a broader market through product diversification. Conversely, inactive platforms, like Sayur Medan and Arteri Farm, struggle with limited market segments, lack of diversification, and high operational costs. The perception alignment analysis shows a shared view between consumers and platforms on transaction security, ease of use, and feature relevance, although improvements are needed in loyalty, promotion, and regulatory support. This study recommends technological advancements, more effective marketing strategies, and empowerment programs for local entrepreneurs to enhance the sustainability of agricultural product e-commerce platforms.