Analisis Pemanfaatan Pemasaran Digital dalam Peningkatan Pendapatan Petani Kopi Gayo (Studi Pada Desa Pepalang Kota Takengon)

Abstract

Indonesia is one of the countries with abundant natural resources. The agricultural sector is one of the sectors that affect the process of economic growth in Indonesia. One of the agricultural products that contributes significantly to the economy in terms of income for the country is coffee. One of the cities in Aceh Province that produces coffee is the city of Takengon with Gayo coffee. There is one village among farmers who are said to not have the word prosperous in terms of income, namely Pepalang village. Coffee farmers stated that the level of income from coffee farming for the last three years has decreased, resulting in the failure to meet the needs of farmers because of the demand for food, plantation, children's school fees and other expenses that must be incurred. Farmers are still classified as conventional in doing the work, either by farming, selling coffee and managing coffee. The purpose of this study is to analyze the use of digital marketing as an effort to increase the income of gayo coffee farmers (study in Pepalang village, Takengon city) with digital marketing indicators including accessibility, interactivity, entertainment, creditability, irritation and informativeness. This study uses a qualitative method that aims to describe the phenomena that occur. Data collection techniques used in this study are interviews, observation and documentation. This study collects information from interviewing informants consisting of key informants, main informants and additional informants. The data analysis technique uses the process of data reduction, data presentation and drawing conclusions. The results show that the use of digital marketing has an impact, namely it can increase the income of Gayo coffee farmers, Pepalang village, Takengon city. Gayo coffee farmers in Pepalang village get additional income from the results of marketing coffee through digital media, namely Facebook and Instagram.