Article Sidebar

Download
PDF (Bahasa Indonesia)
Statistic
Read Counter : 22 Download : 18

Main Article Content

Abstract

ABSTRACT


This community service program aims to enhance the competitiveness of farmer groups in Gajah District, Demak Regency through training in marketing management, product diversification, and crop failure risk management using the Agricultural Insurance Scheme (Asuransi Usaha Tani Padi, AUTP). The program was motivated by farmers’ limited ability to market their products effectively, lack of product innovation, and insufficient understanding of agricultural risk protection instruments. A participatory approach was employed, including field observations, focus group discussions, practical training, and pre and post tests to assess knowledge improvement. The program emphasized three key aspects: strengthening digital marketing capacity, developing value added agricultural products, and providing socialization on AUTP as a crop failure mitigation tool. The results showed significant improvements in farmers’ understanding of digital marketing and product diversification, along with greater awareness of agricultural insurance benefits. This initiative successfully strengthened farmers’ economic resilience, farming sustainability, and preparedness against climate-related production uncertainties. Therefore, the integration of marketing management training, product diversification, and AUTP implementation serves as an effective strategy to enhance farmers’ long term competitiveness.

Keywords

AUTP , competitiveness marketing management product diversification

Article Details

License

Copyright (c) 2026 Krisnanda, Winda Widyastuti, Linda Putri Nadia

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author Biography

Krisnanda, Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muria Kudus, Kudus, Indonesia

Lecturer in Management

References

  1. Azizah, N. (2024). 19.710 hektare lahan pertanian Demak siap panen. Republika. https://rejogja.republika.co.id/berita/sa1679463/19710-hektare-lahan-pertanian-demak-siap-panen
  2. Badan Pusat Statistik. (2023). Statistik pertanian Indonesia 2023. BPS.
  3. Handayani, W. A., Tedjaningsih, T., & Rofatin, B. (2019). Peran kelompok tani dalam meningkatkan produktivitas usahatani padi. Jurnal AGRISTAN, 1(2), 80–88.
  4. Juswadi, J., Sumarna, P., & Mulyati, N. S. (2020). Digital marketing strategy of Indonesian agricultural products. In Proceedings of the International Conference on Agriculture, Social Sciences, Education, Technology and Health (ICASSETH 2019). https://doi.org/10.2991/assehr.k.200402.024
  5. Kementerian Pertanian RI. (2022). Pedoman bantuan premi asuransi usaha tani padi (AUTP) tahun anggaran 2022. Direktorat Jenderal Prasarana dan Sarana Pertanian.
  6. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education Limited.
  7. Maman, U., Aminuddin, I., & Hermawan, R. (2020). Persepsi dan partisipasi petani terhadap program asuransi usaha tani padi (AUTP) dengan minat bertani. Nucleus, 1(2), 62–73. https://doi.org/10.37010/nuc.v1i2.169
  8. Mastini, L. P. W. S., Susrusa, K. B., & Budiasa, I. W. (2023). Efektivitas pelaksanaan program asuransi usaha tani padi (AUTP) di Kabupaten Tabanan. Jurnal Manajemen Agribisnis, 11(1), 116–129. https://doi.org/10.24843/JMA.2023.v11.i01.p10
  9. Rahmasari, L. F., & Abidin, Z. (2025). Product diversification strategy in agribusiness to increase farmers’ profits and economic stability. International Journal of Economics (IJEC), 4(1), 483–498. https://doi.org/10.55299/ijec.v4i1.1322
  10. Rahmawati, N., Mulyaningsih, S., Vienastra, S., Suhartono, S., Hidayati, F., Susanti, M. E. N. T., & Wardana, M. A. (2024). Pendampingan pemanfaatan WhatsApp Business dan Instagram Business sebagai media pemasaran digital pada UMKM Berkah Desa Jepitu. Jurnal Berdaya Mandiri, 6(3), 166–174. https://doi.org/10.31316/jbm.v6i3.7017
  11. Sudirjo, F., Lestari, M. D., Haryono, H., Faisal, H. N., & Sajali, C. U. (2024). The effect of sustainable agricultural practices, product diversification, and digital marketing on the economic performance of organic vegetable farmers in Bali. West Science Agro, 2(4), 195–204. https://doi.org/10.58812/wsa.v2i04.1453
  12. Sumaryanto, N. (2016). Diversifikasi sebagai salah satu pilar ketahanan pangan. Forum Penelitian Agro Ekonomi, 27(2), 93–108. https://doi.org/10.21082/fae.v27n2.2009.93-108
  13. Susanto, B., Hadianto, A., Chariri, F. N., Rochman, M., Syaukani, M. M., & Daniswara, A. A. (2020). Penggunaan digital marketing untuk memperluas pasar dan meningkatkan daya saing UMKM. Community Empowerment, 6(1), 42–47. https://doi.org/10.31603/ce.4244
  14. Syahputera, R. A., & Sunartomo, A. F. (2023). Partisipasi anggota kelompok tani Tani Mulyo dalam penerapan pertanian organik di Desa Tamansari Kecamatan Licin Kabupaten Banyuwangi. Jurnal Kirana, 4(2), 122–134. https://doi.org/10.19184/jkrn.v4i2.40134
  15. Tina Endriani, D., Saputra, D., Akbar, F. M., Fitri, S., & Nurshanti, D. F. (2025). Pemberdayaan petani pemula melalui pelatihan teknik penyadapan karet yang optimal. Aspirasi: Publikasi Hasil Pengabdian dan Kegiatan Masyarakat, 3(1), 233–243. https://doi.org/10.61132/aspirasi.v3i1.1442