Transformation of Agricultural Product Marketing Through Digital Marketing: Efforts to Improve the Competitiveness of Farmers

The transformation of the agricultural sector has become a crucial step in the economic development of rural areas, particularly in agrarian countries like Indonesia. Jrahi Village faces challenges marketing its agricultural products due to reliance on middlemen, price fluctuations, and limited market access. This program is designed to enhance farmers' competitiveness by implementing digital marketing strategies. The approach used is Participatory Action Research (PAR), which includes research, participation, action, and evaluation. The program involved 30 farmers from the Jrahi Village Farmer Group and followed a phased approach from needs identification to implementation evaluation. The results show that the program successfully improved the farmers' digital literacy, mastery of online marketing platforms, and technical skills in using digital media. Farmers were able to reduce their dependence on middlemen, expand market access, and strengthen their bargaining position. Moreover, adopting digital marketing increased the farmers' income and welfare. The digital marketing transformation in Jrahi Village enhanced farmer competitiveness and fostered a sustainable agricultural ecosystem.