Digital Marketing in Agribusiness: The Role of Digital Platforms in Expanding Market Access and Improving Agricultural Business Performance

Nugrahini Susantinah Wisnujati; Hendy Arsyad Rahindra; Anindya Prastiwi Setiawati

doi:10.61100/tacit.v4i3.393

Authors

Nugrahini Susantinah Wisnujati Universitas Wijaya Kusuma Surabaya
Hendy Arsyad Rahindra Badan Riset dan Inovasi Nasional (BRIN)
Anindya Prastiwi Setiawati Universitas Wijaya Kusuma Surabaya

DOI:

https://doi.org/10.61100/tacit.v4i3.393

Keywords:

Agribusiness, Market Access, Digital Marketing, Agricultural Business Performance, Digital Platforms

Abstract

The development of digital technology creates new opportunities for agribusinesses to expand market access and improve business performance. This study aims to examine the role of digital marketing and digital platform utilization in supporting the marketing of agricultural products. A narrative literature review approach was employed, examining publications from 2015 to 2026 through Scopus and Google Scholar. The analysis used thematic synthesis covering the development of digital marketing, platform utilization, market access expansion, business performance, and implementation barriers. The findings indicate that social media, e-commerce, and digital marketplaces have the potential to expand buyer networks, improve marketing communication, and support income growth. However, these benefits are not equally distributed due to differences in digital literacy, infrastructure, platform costs, and distribution capabilities. This study proposes an integrative framework linking digital marketing, digital platform utilization, market access, and agricultural business performance. The findings emphasize the importance of business readiness and a supportive digital ecosystem in achieving sustainable marketing benefits in the agribusiness sector.

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