Penerapan Digital Marketing dan Analitik Konsumen Berbasis AI pada Agroindustri untuk Meningkatkan Daya Saing UMKM di Desa Singolangu

Authors

  • Paramita Wisnuwardhani Author
  • Eka Sari Nur Rohmatin Author

Keywords:

Digital Marketing, Artificial Intelligence, Consumer Analytics, Agro-Industrial MSMEs, Competitiveness

Abstract

The development of digital technology and Artificial Intelligence (AI) has created new opportunities for Micro, Small, and Medium Enterprises (MSMEs) to enhance competitiveness through data-driven marketing. This study analyzes the implementation of digital marketing, the use of AI-based consumer analytics, implementation constraints, and their contribution to the competitiveness of agro-industrial MSMEs in Singolangu Village, Magetan Regency. A descriptive qualitative field study was conducted through observation, semi-structured interviews, documentation, and literature review involving eight MSME owners, two village officials, one MSME facilitator, and one consumer. Field findings show that dairy-based and local agro-processed products, such as pasteurized milk, yoghurt, milk chips, and local snacks, are mainly marketed through WhatsApp Business, Facebook, Instagram, TikTok, and limited marketplace channels. The most frequently used analytic features are WhatsApp Business catalogue statistics, Instagram/Meta Insights, TikTok Analytics, and marketplace seller dashboards. Digital marketing expands market reach, strengthens customer interaction, and supports product branding, while AI-based analytics remains limited to simple platform features. The main obstacles are low digital literacy, limited human resources, inadequate understanding of AI, inconsistent business records, and limited training. Digital marketing and AI-based consumer analytics can improve MSME competitiveness through targeted promotion, market expansion, and data-based decision-making.

Author Biography

  • Paramita Wisnuwardhani

    S1 Sosial Ekonomi Pertanian

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Published

23-06-2026

Issue

Vol. 1 No. 2 (2025): AgroTalk : Journal of Agricultural Science

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Articles

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Copyright (c) 2026 AgroTalk : Journal of Agricultural Science

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How to Cite

Wisnuwardhani, P., & Nur Rohmatin, E. S. (2026). Penerapan Digital Marketing dan Analitik Konsumen Berbasis AI pada Agroindustri untuk Meningkatkan Daya Saing UMKM di Desa Singolangu. AgroTalk : Journal of Agricultural Science, 1(2), 42-46. https://ejournal.rumahtani.com/index.php/AgroTalk/article/view/33

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