Borobudur Communication Review
Articles
Marketing Strategy Through Digital Platforms and Rice Product Diversification of the Ngudi Makmur Farmers Group to Increase Competitiveness in the Digital Era
Published
December 7, 2025
Vol. 5 No. 2 (2025): December 2025
Pages 128-143
Open Access
Abstract
This community service activity aims to increase the capacity of the Ngudi Makmur farmer group in Seyegan, Sleman, Yogyakarta through digital marketing training and rice product diversification. The training materials covered digital marketing, branding, communication, and rice flour processing. The methods used included counseling, interactive training, and evaluation through pre- and post-tests. The evaluation results showed an increase in the average score of participants from 0.57 in the pre-test to 0.89 in the post-test. The level of understanding of participants before the training was still low, especially in the aspects of communication (15 participants) and rice product diversification (10 participants). After the training, there was a significant and even increase in all aspects, namely digital marketing (33 participants), branding (35 participants), communication (29 participants), and rice product diversification (27 participants). Thus, this activity has proven effective in increasing the knowledge and skills of farmer groups, both in utilizing digital platforms for marketing and in developing innovative rice-based products. This program is expected to strengthen the competitiveness and economic independence of farmer groups in a sustainable manner.
Keywords
branding; Digital Marketing; community service; farmer groups; product diversificationReferences
- Afridhianika, A. N., & Yudhianto, K. A. (2025). Optimalisasi Pemasaran Hasil Pertanian melalui Digitalisasi Agribisnis bagi Kelompok Tani di Wilayah Perdesaan. Jurnal Pengabdian Masyarakat Mentari. http://jurnalpengabdianmasyarakatmentari.com/index.php/jpmm/article/view/68
- Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
- Cohen, L., Manion, L., & Morrison, K. (2018). Research methods in education. 8th Edn Routledge.
- Dewi, C. A. (2018). Pemberdayaan Masyarakat Melalui Pelatihan Diversifikasi Produk Olahan Jagung Untuk Meningkatkan Ketahanan Pangan Di Labuapi Lombok Barat. In Lumbung Inovasi: Jurnal Pengabdian Kepada Masyarakat. https://journal-center.litpam.com/index.php/linov/article/view/1532
- Gantini, T., Azzahra, C. N. W., Sumawati, D., & Roswinna, W. (2025). Penerapan e-commerce dan strategi digital marketing dalam pemasaran produk pertanian di Indonesia. Journal of Innovation and Research in Agriculture. https://ejournal.papanda.org/index.php/jira/article/view/1785
- Heryadi, D. Y., Rofatin, B., Nirwanto, Y., & Nurcahya, I. (2022). Pemasyarakatan diversifikasi produk olahan berbasis kearifan lokal untuk ketahanan pangan dan peningkatan pendapatan masyarakat. J-ABDI: Jurnal Pengabdian kepada Masyarakat. https://www.bajangjournal.com/index.php/J-ABDI/article/view/3872
- Ikhram, A., & Chotimah, I. (2022). Pemberdayaan masyarakat diversifikasi pangan masyarakat melalui inovasi pangan lokal dari singkong. Abdi Dosen: Jurnal Pengabdian Pada Masyarakat. https://pkm.uika-bogor.ac.id/index.php/ABDIDOS/article/view/1217
- Kiki Endah, Wiwin Setianingsih, Rian Dwicahya Supriatman, & Dede Ahmad Suryana. (2025). Penguatan Branding Produk Pangan Lokal melalui Pelatihan Penggunaan Chatbot dan Green Economy di Agrowisata Sukapulang Kabupaten Ciamis. SAFARI :Jurnal Pengabdian Masyarakat Indonesia, 5(4), 229–241. https://doi.org/10.56910/safari.v5i4.3261
- Knowles, M. S., III, E. F. H., & Swanson, R. A. (2014). The adult learner: The definitive classic in adult education and human resource development. api.taylorfrancis.com. https://api.taylorfrancis.com/content/books/mono/download?identifierName=doi&identifierValue=10.4324/9781315816951&type=googlepdf
- Krueger, R. A. (1994). Focus groups: A practical guide for applied research. Sage publications.
- Kusumo, R. A. B., & Charina, A. (2021). Analisis jaringan komunikasi pada agribisnis sayuran organik di Kabupaten Bandung Barat. Jurnal Penyuluhan. https://journal.ipb.ac.id/index.php/jupe/article/view/32788
- Laba, M. S., & Saing, M. M. (2023). Transformasi Digital di Sektor Pertanian di Indonesia. In Jurnal e-bussiness Institut Teknologi dan Bisnis.
- Latifah, E., Pramiswari, D. A., Dzilfachriah, A. W., Mahmudah, A. F., Muhibbah, A. K., Fauziyah, S., & Suhailah, S. (2024). Digital Marketing, Packacing dan Branding Hasil Pertanian Desa Karangtawar Kecamatan Laren Kabupaten Lamongan. In Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia. https://journal.unimar-amni.ac.id/index.php/Karunia/article/view/3001
- Lexy J. Moleong. (2018). Metodelogi Penelitian Kualitatif (Revisi-C). PT Remaja Rosdakarya.
- Mulyaningsih, A., & Astuti, A. (2022). Strategi pemberdayaan petani dalam mendukung diversifikasi pangan lokal di Kabupaten Pandeglang. In Jurnal Agribisnis Terpadu. jurnal.untirta.ac.id. https://jurnal.untirta.ac.id/index.php/jat/article/download/15438/8892
- Nurjanah, N., Wahyuni, W., & Wibowo, N. L. (2024). Beras Analog Berbahan Dasar Tepung Ubi Ungu Fortifikasi Tepung Tempe Sebagai Diversifikasi Makanan Pokok Non Beras. Journal of Food Technology and Agroindustry. https://ejournal.wiraraja.ac.id/index.php/JFTA/article/view/3367
- Pardede, G. I. (2025). Pengaruh Media Sosial Terhadap Efektivitas Pemasaran Produk Pertanian di Era Digital. Jurnal Agroteknologi, 4(02), 217–228. https://doi.org/10.53863/agronu.v4i02.1741
- Parwati, N. N., Ristiati, N. P., & Atmadja, A. T. (2021). Diversifikasi Produk Beras Merah Cendana menjadi Angkak sebagai Produk Kesehatan di Desa Mengesta. In Jurnal Puruhita. https://www.academia.edu/download/91621271/20680.pdf
- Prasada, I. M. Y., & Rosa, T. A. (2018). Dampak alih fungsi lahan sawah terhadap ketahanan pangan di Daerah Istimewa Yogyakarta. In Jurnal Sosial Ekonomi Pertanian. academia.edu. https://www.academia.edu/download/121514264/pdf.pdf
- Rossi, P. H., Lipsey, M. W., & Freeman, H. E. (2004). Evaluation: A Systematic Approach Chapter 1-5. In Evaluation: A Systematic Approach.
- Saleh, Y., Rahmalia, D., Tantriadisti, S., & Sari, I. R. M. (2021). Pemanfaatan Digital Marketing Dalam Pemasaran Produk Para Pelaku Umkm Di Desa Paguyuban Kecamatan Way Lima Kabupaten Pesawaran. Jurnal Pengabdian Kepada Masyarakat Sakai Sembayan. http://repository.lppm.unila.ac.id/37402/1/318
- Suparwoto, S. P. (2022). Penerapan Metode Focused Group Discussion (FGD) Untuk Meningkatkan Kinerja Guru Dalam Mengajar di SMPLB BCD YPAC Jember. SPEED Journal: Journal of Special Education. https://jurnal.unipar.ac.id/index.php/speed/article/view/630
- Utami, D. P. (2021). Strategi Branding Untuk Membangun Image Positif Pangan Lokal Bagi Usaha Mikro Kecil Dan Menengah. In Journal of Food Technology and Agroindustry. ejournalwiraraja.com. https://ejournalwiraraja.com/index.php/JFTA/article/view/1208
- Virgian, K., Setiawati, D., Asmalinda, W., & Veratiwi (2022). Pelaksanaan Kelas Ibu Balita dengan Metode Focus Group Discussion (Fgd) dan Multimedia Di Posyandu Anyelir Wilayah Kerja Puskesmas Dempo Palembang. Jurnal Kreativitas Pengabdian Kepada Masyarakatn. https://ejurnalmalahayati.ac.id/index.php/kreativitas/article/view/6668
- Wetik, J. D., Saleh, A., & Asngari, P. S. (2019). Komunikasi Pemasaran Terpadu dalam Mengembangkan Kapasitas Petani Padi di Provinsi Banten. Jurnal Penyuluhan. https://journal.ipb.ac.id/index.php/jupe/article/view/19468
- Zulfikhar, R., & Hartati, P. (2024). Pemberdayaan Kelompok Tani Melalui Penguatan Aspek Komunikasi Usaha Menggunakan Media Sosial Dan E-Commerce (Studi kasus pada kelompok tani di Kecamatan Ngablak, Kabupaten Magelang). Jurnal Penelitian Peternakan Terpadu. http://jurnal.polbangtanyoma.ac.id/index.php/jppt/article/view/1284