Judul: Strategy to Increase Sales of Fruits and Vegetables through Digital Platform in Bogor City
Abstrak: The COVID-19 pandemic causes a decrease in people's income and an increase in the number of unemployed. Various business sectors experienced negative growth, but the agricultural sector experienced positive growth. This shows that the sale of agricultural products has the potential to increase people's income. The development of digital technology and the existence of a pandemic have increased e-commerce transactions carried out on digital platforms. The wide reach of the internet and the community's ability to use digital technology are the basis for people to transact online. Online transactions can also be carried out on digital platforms for fruit and vegetable commodities. The purpose of this study is to analyze the flow of transactions on digital platforms, analyze the factors that influence the total sales of fruits and vegetables on digital platforms in Bogor City, and formulate strategies to increase income through selling fruits and vegetables on digital platforms in Bogor City. The digital platforms analyzed are Tokopedia, Shopee, and Bukalapak. The method used in this research is observation, panel data regression, and SWOT analysis. Our research shows that the transaction flow on the digital platform involves suppliers, sellers, digital platforms, buyers, couriers, and payment channels. Suppliers are not directly involved in transactions on digital platforms unless the supplier doubles as a seller. The seller-buyer relationship is mediated by a digital platform that secures transactions to provide security and convenience for both sellers and buyers. Payment methods are mediated by payment channels which ensure the buyer pays for the order and the seller receives the payment. The results of panel data regression analysis show that the effect of price, review, rating, store type, and promotion are positive and negative based on the type of product. Factors that have a significant effect on total fruit and vegetable sales through digital platforms in Bogor City are the number of reviews and factors that do not have a significant effect are price and number of promotions. The rating factors and store type give results of varying significance by commodity. The results of the SWOT analysis show that a suitable strategy to be applied to increase income through fruit and vegetable sales in Bogor City is a cooperation from the seller and the producer as the first supplier. The seller is recommended to do cooperation with the dropshipper-pay-later method and accommodate all payment method available in online platform., Pandemi COVID-19 menyebabkan penurunan pendapatan masyarakat dan peningkatan jumlah pengangguran. Berbagai sektor usaha mengalami pertumbuhan negatif, tetapi sektor pertanian mengalami pertumbuhan positif. Hal ini menunjukkan bahwa penjualan produk pertanian berpotensi meningkatkan pendapatan masyarakat. Perkembangan teknologi digital dan adanya pandemi meningkatkan transaksi e-commerce yang dilakukan pada platform digital. Jangkauan internet yang luas dan kemampuan masyarakat dalam menggunakan teknologi digital menjadi dasar bagi masyarakat dalam bertransaksi secara digital. Transaksi secara digital juga dapat dilakukan pada platform digital untuk komoditas buah dan sayur. Tujuan dari penelitian ini adalah menganalisis alur transaksi pada platform digital, menganalisis faktor-faktor yang mempengaruhi total penjualan buah dan sayur pada platform digital di Kota Bogor, dan merumuskan strategi untuk meningkatkan penjualan buah dan sayur pada platform digital
Keyword: e-commerce, dragon fruit, potato, water spinach, farmer