Social Media-Based Farming Development In The Permata Hijau Millennial Farmers Group In Noelbaki Village, Kupang Tengah District, Kupang Regency

Abstract

Technological developments have changed the business landscape in various sectors, including in terms of agricultural businesses. The agricultural sector now increasingly relies on digital marketing strategies to achieve competitive advantage in an increasingly competitive market. The Permata Hijau Millennial Farmers Group is one of the businesses engaged in sustainable agricultural businesses. This study aims to determine the benefits and obstacles faced by farmer groups in using social media in the context of developing information technology-based businesses . and Knowing effective social media-based farming business development strategies in strengthening communication, education, and digital marketing of agricultural products . The methods used include observation, interviews, and questionnaires, which are then analyzed using the SWOT method. The results of the SWOT analysis show that the development of social media-based farming businesses in the Permata Hijau Millennial Farmers Group is in Quadrant I (SO strategy), which indicates the need to utilize existing internal strengths to optimize available external opportunities .