Facing challenges, seizing opportunities: Marketing communications of agricultural social enterprises in Indonesia

Department of Communication and Community Development Sciences, Faculty of Human Ecology, IPB University, Bogor, 16680, West Java, Indonesia

^* Corresponding author: thirta_thirtawati@apps.ipb.ac.id

Abstract

Agricultural social enterprises play a crucial role in addressing social and economic challenges in rural areas. However, their sustainability heavily depends on effective marketing communication strategies. This study aims to analyze the marketing communication strategies used by agricultural social enterprises in Indonesia, with a focus on identifying challenges, opportunities, and strategic approaches to enhance their market presence and social impact. Using a qualitative descriptive method, data were collected from six agricultural social enterprises through in-depth interviews. A SWOT analysis was conducted to systematically evaluate the strengths, weaknesses, opportunities, and threats influencing their marketing strategies. The findings were then synthesized to formulate strategic recommendations for enhancing marketing communication effectiveness. The findings reveal that limited funding, difficulties in customer engagement, and the need for continuous product education are significant obstacles, while opportunities exist in the form of digital media utilization, stakeholder collaboration, and increasing market awareness of locally sourced products. The study highlights the importance of integrating strategic partnerships and technology-driven innovations to enhance market competitiveness and social impact. This research offer valuable guidance for policymakers and social entrepreneurs in developing effective marketing strategies to strengthen business sustainability and expand social impact.