Dinamika dan Tren Penelitian Pemasaran Pertanian di Indonesia  Periode 2000-2025

I Gede Suhartawan; Zakia Putri Sulaiman; Pordamantra; Tri Yuliana Eka Sintha

doi:10.52850/j-sea.v21i2.26941

Authors

I Gede Suhartawan Program Studi Agribisnis, Fakultas Pertanian, Kehutanan, dan Perikanan, Universitas Palangka Raya
Zakia Putri Sulaiman Program Studi Agribisnis, Fakultas Pertanian, Kehutanan, dan Perikanan, Universitas Palangka Raya
Pordamantra Program Studi Agribisnis, Fakultas Pertanian, Kehutanan dan Perikanan, Universitas Palangka Raya
Tri Yuliana Eka Sintha Program Studi Agribisnis, Fakultas Pertanian, Kehutanan, dan Perikanan, Universitas Palangka Raya

DOI:

https://doi.org/10.52850/j-sea.v21i2.26941

Keywords:

agricultural marketing, bibliometric analysis, digital marketing, research trends, VOSviewer

Abstract

Agricultural marketing in Indonesia continues to face structural challenges, including inefficient supply chains, weak farmer bargaining power, and limited institutional innovation. This study aims to map the thematic structure and development of agricultural marketing research in Indonesia during 2000–2025 using a bibliometric approach. A total of 3,978 journal articles were retrieved from Google Scholar through Publish or Perish using the keyword combination (“pemasaran” OR “marketing”) AND (“pertanian” OR “agribisnis”), and were analyzed using VOSviewer. Terms extracted from the titles and abstracts were analyzed using term co-occurrence mapping to identify research clusters, thematic linkages, and temporal developments. The analysis identified nine term clusters. The discussion focused on the five largest and most thematically significant clusters, namely marketing channel efficiency and economic performance; product strategy, niche markets, and consumer orientation; production context, farmer institutions, and the role of farmers; technological disruption and digital marketing management; and local contexts, case studies, and value creation. The findings reveal a shift from production- and economic performance-oriented studies toward digital transformation. However, digital marketing research has not been fully integrated with issues of farmer welfare, local institutions, data governance, sustainability, circular economy, and market actor behavior. This study highlights the need for future research agendas that connect digital innovation with farmer institutional strengthening, sustainable marketing strategies, and rural market resilience. The findings provide an integrated intellectual map to support more inclusive, evidence-based, and context-sensitive agricultural marketing research in Indonesia.

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DOI: 10.52850/j-sea.v21i2.26941 DOI URL: https://doi.org/10.52850/j-sea.v21i2.26941

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