KAJIAN SISTEMATIS PERAN PEMASARAN DIGITAL DALAM MENDUKUNG DAYA SAING AGRIBISNIS PERIKANAN
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Published:
Oct 16, 2025
Keywords:
fisheries agribusiness, digital marketing, global competitiveness, technological innovation, sustainability
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Abstract
Fisheries agribusiness plays a crucial role in Indonesia’s food security and economy, yet it still faces challenges such as long distribution chains, price fluctuations, and limited access to global markets. Digital marketing through social media, e-commerce, and information technology is considered a strategic solution to enhance competitiveness in this sector. This study applies a systematic literature review of publications from 2015 to 2025 to identify the benefits, challenges, and opportunities of digital marketing implementation in fisheries agribusiness. The findings reveal that digital marketing expands market access, strengthens product branding, improves distribution efficiency, and enables direct interaction between producers and consumers. However, low digital literacy and limited infrastructure remain key obstacles, especially for small and medium-sized enterprises (SMEs). Opportunities such as mobile applications for fresh fish sales show potential to strengthen competitiveness and support business sustainability. The novelty of this study lies in integrating systematic insights that highlight the interrelation between digital strategies, global competitiveness, and fisheries policy directions. Therefore, this research contributes conceptually to the development of digital marketing studies in fisheries agribusiness and provides practical recommendations for both entrepreneurs and policymakers.
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Main Article Content
Abstract
Fisheries agribusiness plays a crucial role in Indonesia’s food security and economy, yet it still faces challenges such as long distribution chains, price fluctuations, and limited access to global markets. Digital marketing through social media, e-commerce, and information technology is considered a strategic solution to enhance competitiveness in this sector. This study applies a systematic literature review of publications from 2015 to 2025 to identify the benefits, challenges, and opportunities of digital marketing implementation in fisheries agribusiness. The findings reveal that digital marketing expands market access, strengthens product branding, improves distribution efficiency, and enables direct interaction between producers and consumers. However, low digital literacy and limited infrastructure remain key obstacles, especially for small and medium-sized enterprises (SMEs). Opportunities such as mobile applications for fresh fish sales show potential to strengthen competitiveness and support business sustainability. The novelty of this study lies in integrating systematic insights that highlight the interrelation between digital strategies, global competitiveness, and fisheries policy directions. Therefore, this research contributes conceptually to the development of digital marketing studies in fisheries agribusiness and provides practical recommendations for both entrepreneurs and policymakers.