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UMSUMS

Journal Warta LPMWarta LPM Abstract

Jamaah Tani Muhammadiyah (JATAM) Gondosuli, a farmer group located in the foothills of Mount Merapi, Indonesia, faces challenges in expanding market reach and professionalizing agricultural marketing. Despite fertile conditions and melons as a primary commodity, traditional marketing methods, limited organizational documentation, and low digital literacy constrain growth. This study aims to optimize JATAMs communication and marketing strategies by integrating principles of Integrated Marketing Communication (IMC), enhancing English language proficiency, and leveraging digital platforms. A mixed-method approach was employed, including training interventions, pre- and post-assessments of marketing and management competencies, as well as monitoring of digital engagement metrics. 30 participants from JATAM members involved in MelonMu Edukreatif activities, with data collected through structured assessments, interviews, and digital analytics. Results indicate significant improvements: post-training assessments showed increased knowledge and skills in marketing communication and institutional management, while digital engagement metrics demonstrated wider audience reach and higher brand visibility. Integrating IMC principles enabled consistent messaging across traditional and digital channels, enhancing consumer trust and professional identity. English-language content facilitated access to broader national and international markets, supporting strategic partnerships and export opportunities. This study concludes that combining traditional and digital strategies, supported by capacity building and systematic monitoring, effectively strengthens local agricultural marketing. Recommendations include continued English and digital literacy training, expansion of digital marketing initiatives, and ongoing evaluation of Return on Investment (ROI) to ensure sustainable growth and economic resilience for farmer groups. These findings highlight the critical role of structured communication, language proficiency, and digital integration in enhancing community-based agricultural programs.

Conclusion

The MelonMu Edukreatif JATAM Gondosuli program successfully generated tangible improvements in participants marketing communication and institutional management capacities.The programs success extended beyond improving marketing communication competencies by simultaneously building a stronger institutional foundation.Systematic monitoring and evaluation are necessary to ensure that communication and marketing strategies are effective and deliver measurable economic outcomes.

Future Research

Based on the findings, future research should explore the long-term impact of integrating English language skills into agricultural marketing strategies, specifically investigating how this impacts export potential and international partnerships. Furthermore, a comparative study examining the effectiveness of different digital marketing platforms for farmer groups in Indonesia could provide valuable insights for optimizing resource allocation. Finally, research should focus on developing a standardized framework for measuring the Return on Investment (ROI) of communication and marketing initiatives in community-based agriculture, considering both economic and social impacts, to ensure sustainable growth and resilience for these vital local economies. These investigations will contribute to a deeper understanding of how to empower farmer groups through strategic communication, language proficiency, and digital integration, ultimately fostering economic development and community well-being.

References

1. Pengaruh Literasi Digital Terhadap Literasi E-Marketing Pada Petani | Jurnal Agribisnis Indonesia. pengaruh... journal.ipb.ac.id/index.php/jagbi/article/view/39109Pengaruh Literasi Digital Terhadap Literasi E Marketing Pada Petani Jurnal Agribisnis Indonesia pengaruh journal ipb ac index php jagbi article view 39109
2. Integrating Marketing Communications: New Findings, New Lessons, and New Ideas - Rajeev Batra, Kevin... journals.sagepub.com/doi/10.1509/jm.15.0419Integrating Marketing Communications New Findings New Lessons and New Ideas Rajeev Batra Kevin journals sagepub doi 10 1509 jm 15 0419
3. 0. ig eve fdl gu z7y ws vw yyv kb rl fb mswr df jo qz qz3 pf r6 hwd 6x2 uv h1r xq h9 0i rh xi zq lf ctrw4... doi.org/10.4236/jss.2023.1120010 ig eve fdl gu z7y ws vw yyv kb rl fb mswr df jo qz qz3 pf r6 hwd 6x2 uv h1r xq h9 0i rh xi zq lf ctrw4 doi 10 4236 jss 2023 112001

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