Integrated digital literacy, IoT deployment, and digital marketing for the competitiveness of smart agricultural villages

Rizqa Ula Fahadha; Sutarto

doi:10.20414/transformasi.v21i2.14340

Authors

Rizqa Ula Fahadha Universitas Tidar
Sutarto Universitas Tidar

DOI:

https://doi.org/10.20414/transformasi.v21i2.14340

Keywords:

Internet of Things, digital literacy, community empowerment, digital marketing, smart farming

Abstract

[Bahasa]: Kemajuan teknologi digital menawarkan peluang baru bagi sektor pertanian; namun, petani di Desa Sukamaju, Kabupaten Bandung, terus menghadapi keterbatasan akses dan kapasitas dalam memanfaatkan perangkat Internet of Things (IoT) dan platform pemasaran digital. Inisiatif pengabdian masyarakat ini diimplementasikan menggunakan pendekatan Penelitian Aksi Partisipatif (PAR) untuk memastikan bahwa petani bertindak sebagai pencipta bersama yang aktif, bukan penerima pasif. Intervensi tersebut terdiri dari pelatihan produksi berbasis IoT yang terstruktur, peningkatan kapasitas pemasaran digital, dan pendampingan berulang yang didukung oleh evaluasi pra-uji dan pasca-uji. Hasil menunjukkan peningkatan substansial dalam literasi digital dan kemampuan operasional, dengan skor rata-rata meningkat dari 48,6 menjadi 81,3. Di luar literasi, program ini menghasilkan peningkatan pendapatan penjualan sebesar 23% dan pengurangan penggunaan air irigasi sebesar 18%, menunjukkan peningkatan baik dalam akses pasar maupun efisiensi sumber daya. Strategi partisipatif lebih lanjut mengurangi kendala infrastruktur lokal dengan mengintegrasikan penggunaan perangkat bersama, modul pelatihan offline, dan mekanisme dukungan berbasis masyarakat. Hasil ini menunjukkan bahwa integrasi aplikasi IoT dan pemasaran digital memberikan landasan yang terukur untuk keberlanjutan pedesaan jangka panjang dan daya saing di sektor pertanian.

Kata Kunci: Internet of Things, literasi digital, pemberdayaan masyarakat, pemasaran digital, smart farming

[English]: Advances in digital technology offer new opportunities for the agricultural sector; however, farmers in Sukamaju Village, Bandung Regency, continue to face limited access and capacity in utilizing Internet of Things (IoT) devices and digital marketing platforms. This community service program was implemented using the Participatory Action Research (PAR) approach to ensure that farmers act as active co-creators rather than passive recipients. The intervention comprises structured IoT-based production training, digital marketing capacity-building, and repetitive mentoring, all supported by pre- and post-test evaluations. Results showed substantial improvements in digital literacy and operational ability, with the average score increasing from 48.6 to 81.3. Beyond literacy, the program led to a 23% increase in sales revenue and an 18% reduction in irrigation water usage, demonstrating improvements in both market access and resource efficiency. Participatory strategies further reduce local infrastructure constraints by integrating the use of shared devices, offline training modules, and community-based support mechanisms. These results demonstrate that integrating IoT applications and digital marketing provides a measurable foundation for long-term rural sustainability and competitiveness in the agricultural sector.

Keywords: Internet of Things, digital literacy, community empowerment, digital marketing, smart farming

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