Exploring the Legal Framework and Digital Marketing Opportunities in Indonesia's Rice
DOI:
https://doi.org/10.11594/nstp.2025.47137Keywords:
Rice business legality, digital marketing, SMEs, regulation, e-commerceAbstract
This study aims to analyze the legality aspects of rice businesses and the potential of digitalization in their marketing strategies in Indonesia. The rice business is a critical sector in Indonesia's economy but often faces challenges regarding compliance with licensing and regulatory requirements. These challenges can hinder business growth and reduce competitiveness in the market. Meanwhile, the development of digital technology offers new opportunities for rice entrepreneurs to expand their market reach through digital platforms. This research employs a qualitative method with a case study approach, focusing on rice business owners in various regions, and conducting in-depth interviews with stakeholders, including government officials and business owners. The findings indicate that legal compliance remains a significant challenge for many small and medium-sized enterprises (SMEs) in the rice industry due to complex licensing processes and relatively high costs. On the other hand, digital marketing has proven to be effective in increasing distribution efficiency and expanding market access, particularly through e-commerce and other digital platforms. However, a lack of understanding and limited technological resources remain barriers for some business owners to fully transition to digital systems. In conclusion, rice businesses that operate legally and incorporate digital marketing strategies have the potential to grow at a faster rate. This study recommends simplifying regulations for rice businesses and enhancing digital literacy among entrepreneurs to take advantage of digitalization opportunities in expanding their market reach and improving competitiveness.
Downloads
References
Nhan, T. Q., Ly, L. T. Van, & Tan, L. Van. (2020). How much do rice farmers earn from their crops? evidence from a rice-exporting country. Journal of Agricultural Studies, 8(1), 302.
Prabowo, A., & Pudjianto, M. (2023). Logistics costs of rice and soybean: issues, challenges, and the impact of regulations. Center for Indonesian Policy Studies, 2023. doi:10.35497/563232.
Priansa, D. J., & Suryawardani, B. (2020). Effects of E-Marketing and Social Media Marketing on E-commerce Shopping Decisions. Jurnal Manajemen Indonesia, 20(1). https://doi.org/10.25124/jmi.v20i1.2800
Siswanto, E., Sinaga, B. M., & Harianto. (2018). Dampak kebijakan perberasan pada pasar beras dan kesejahteraan produsen dan konsumen beras di Indonesia. Jurnal Ilmu Pertanian Indonesia, 23(2), 93-100. https://doi.org/10.18343/23.2.93
Soliva, G., Abante, M. V., Vigonte, F. G., & Estioco, C. J. (2024). Government Intervention: Price control mechanism on the rice industry in the Philippines. Social Science Research Network.
Published
Conference Proceedings Volume
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this proceedings agree to the following terms:
Authors retain copyright and grant the Nusantara Science and Technology Proceedings right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this proceeding.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the proceedings published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this proceeding.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See the Effect of Open Access).
How to Cite
Share
