KOTO BARU BERDAYA: STRATEGI PEMASARAN PINANG DAN PEPAYA UNTUK KEMANDIRIAN EKONOMI

Abstract

          Rural agricultural communities often face a paradox of high production potential versus low economic return due to structural market inefficiencies. This study aims to analyze the supply chain constraints of Areca nut and Papaya commodities in Nagari Koto Baru and formulate a competitive marketing strategy to achieve community economic independence. Employing a qualitative case study design, data were collected through in-depth interviews, focus group discussions (FGD), and field observations involving farmers, local government, and stakeholders. The data were analyzed using a SWOT matrix to identify internal capabilities and external market positions. The findings reveal that while Koto Baru possesses a comparative advantage in product quality and production continuity, the local economy is stifled by price volatility, high dependence on traditional middlemen (tengkulak), and a lack of post-harvest technology. Consequently, this study proposes a comprehensive strategic framework focusing on (1) product diversification and standardization to create value-added goods, (2) institutional strengthening through cooperative models to enhance bargaining power, and (3) digital market penetration to shorten the supply chain. These strategies provide a roadmap for transforming traditional farming into a market-oriented agro-industry, offering a scalable model for rural economic development in Indonesia