Digital marketing strategy of Okiagaru Indonesia Agricoop’s organic radiason commodity in Cianjur district using the business model canvas (bmc) approach

¹ Management Study Program Agribusiness School IPB University Vocational School, Bogor, Indonesia
² Software Engineering Technology Study Program IPB University Vocational School, Bogor, Indonesia
³ Okiagaru Indonesia Agricrop, Cianjur, Indonesia

^* Corresponding author: donisahat@apps.ipb.ac.id

Abstract

Okiagaru Indonesia Agricoop is one of the Farmer Youth Groups(KPT), which operates in the field of organic vegetable cultivation, located in Pacet District, Cianjur Regency. The 3.5-hectare land is utilized toproduce vegetables, which will be sold in restaurants, Japanese supermarkets, and local markets in Indonesia. The development of information technology in Indonesia is currently taking place quickly. It hasa significant impact on business actors, enabling them to more efficiently market their products globally via the internet. Thus, Okiagaru Indonesia Agricoop must develop its business towards digital for business continuity in the digital era. One analysis method that can be used for business development is the Business Model Canvas (BMC) approach. The research objective is to analyze digital marketing strategies by creating websites thatcan be applied as an alternative development and solution to problems at Okiagaru Indonesia Agricoop using the Business Model Canvas (BMC) approach. The data collection method was that the research location was chosen purposively because Okiagaru Indonesia Agricoop is related toorganic radish commodities. The data used are primary and secondary data types. Determining the marketing strategy was carried out using the Business Model Canvas (BMC) approach. The research results were obtained based on the nine BMC elements consisting of customer segments,value proposition, channels, customer relationships, revenue streams, essential resources, key activities, key partnerships, and cost structure, which are summarized in one canvas showing that the application of digitalmarketing can increase revenue to provide benefits for Okiagaru Indonesia Agricoop.