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Conventional VS Digital Marketing Channels for Hydroponic Vegetables in Kendari City, Indonesia: A Comparative Efficiency Analysis

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Analysis reveals digital marketing exceeds conventional methods for hydroponic vegetables in Kendari, suggesting enhanced efficiency.

Digital marketing channels achieved substantially higher sales volumes than conventional channels.
Producers retain 83–89% of consumer price in two-level marketing channels and 63–73% in three-level digital channels.
Conventional marketing involved two channels, while digital marketing expanded to three channels.
Shorter distribution channels yielded the highest returns to farmers and the lowest marketing costs.

Prayugo et al. (2025) studied this question.

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