Analisis Tantangan Strategis Pemasaran Industri Pupuk Cair di Era Digital: Sintesis Literatur Menuju Strategic Marketing Challenges Framework

A. Rafiuddin Syah; Hikmah; Mukhtar Galib

doi:10.69693/ijmst.v4i3.13006

Authors

A. Rafiuddin Syah STIM Lasharan Jaya Makassar
Hikmah STIM Lasharan Jaya Makassar
Mukhtar Galib STIM Lasharan Jaya Makassar

DOI:

https://doi.org/10.69693/ijmst.v4i3.13006

Keywords:

Pemasaran Agribisnis, Pupuk Cair, Digital Marketing, Customer Value, Brand Trust

Abstract

Transformasi digital dan adopsi teknologi informasi telah menggeser paradigma persaingan industri agribisnis dari pemasaran berorientasi produk menuju penciptaan nilai pelanggan. Industri pupuk cair menghadapi kompleksitas persaingan baru yang dipicu oleh homogenitas formulasi produk, pergeseran perilaku pencarian informasi petani, serta penurunan tingkat kepercayaan terhadap klaim digital. Penelitian ini bertujuan menganalisis tantangan strategis pemasaran pupuk cair di era digital serta menyusun suatu kerangka konseptual yang integratif. Menggunakan pendekatan Systematic Literature Review (SLR) dengan sintesis kualitatif dari 42 artikel ilmiah bereputasi rentang tahun 2021-2025, penelitian ini menghasilkan Strategic Marketing Challenges Framework. Hasil kajian menunjukkan bahwa keberhasilan pemasaran pupuk cair di era digital ditentukan oleh kemampuan mengelola lima dimensi tantangan strategis secara simultan, yaitu: product commoditization, digital trust deficit, value-based competition, omnichannel marketing integration, dan relationship-based marketing. Kelima dimensi ini berperan sebagai pemicu utama dalam membentuk customer value dan brand trust yang berimplikasi pada pencapaian keunggulan bersaing yang berkelanjutan (sustainable competitive advantage). Implikasi praktis penelitian ini menuntut pelaku industri pupuk cair untuk mentransformasi komunikasi pemasaran berorientasi edukasi serta memperkuat integrasi ekosistem digital-fisik.

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