Dampak Penggunaan Online Marketplace terhadap Kinerja Bisnis Tanaman Hias Daun Famili Araceae di Kabupaten Bogor
DOI:
https://doi.org/10.29244/fagb.16.2.227-241Keywords:
Araceae ornamental foliage plants, business performance, online marketplace, PSMAbstract
Indonesia's digital transformation has driven ornamental foliage plant businesses to incorporate information technology into their sales activities, with online marketplaces standing out as one of the key channels. These platforms are expected to widen market access and improve overall business performance in the ornamental foliage industry. That said, the additional operational costs tied to platform use raise real questions about whether these benefits can be sustained over time. This study therefore aims to identify the factors influencing business owners’s decisions to adopt online marketplaces using binary logistic regression, and to evaluate the impact of marketplace use on business performance among ornamental foliage sellers through propensity score matching (PSM). A survey was conducted via questionnaire-based interviews with 145 Araceae ornamental foliage business owners in Bogor Regency. The findings show that the decision to adopt online marketplaces is significantly shaped by digital literacy and participation in extension activities, while other factors did not show a significant effect. On the financial side, marketplace adoption has not yet translated into improved business performance, mainly because sellers use platform features minimally, more as a complement than a core business tool. Even so, online marketplaces proved to have a significant positive impact on business networking, which remains a valuable asset for sustaining long-term business growth. This condition affirms the importance of a strategic marketing synergy, particularly through the integrated use of social media, so that the business networks that have been built are able to enhance financial performance sustainably.
Downloads
References
Alumni IPB Pedia. 2025. Gregori Garnadi Hambali, Bapak Aglaonema Kebanggaan Indonesia. https://www.alumniipbpedia.id. Diakses 30 Desember 2025.
Andryana, T. S., Daryanto, H. K., & Maulana, A. (2019). Strategi Pengembangan Bisnis Tanaman Hias PT Monfori Nusantara Dengan Pendekatan Model Bisnis Kanvas. Jurnal Aplikasi Bisnis Dan Manajemen, 5(1), 48-57. DOI: https://doi.org/10.17358/jabm.5.1.47
[APJII] Asosiasi Penyelenggara Jasa Internet indonesia. 2025. Survei Penetrasi Internet dan Perilaku Penggunaan Internet 2025. https://survei.apjii.or.id. Diakses 10 September 2025.
[BPPSDMP] Badan Penyuluhan dan Pengembangan Sumber Daya Manusia Pertanian. 2024. Info Teknologi: Anthurium, Si Cantik Bernilai Fantastis. https://pustaka.bppsdmp.pertanian.go.id. Diakses 30 Desember 2025.
[BPS] Badan Pusat Statistik. 2025. Produksi Tanaman Hias Menurut Jenis Tanaman di Kabupaten Bogor, 2024. Bogor (ID): BPS Kabupaten Bogor.
[BRIN] Badan Riset Inovasi Nasional. 2024. Indeks Daya Saing Daerah 2024. penerbit.brin.go.id. Diakses 30 Desember 2025.
[Distanhorbun] Dinas Tanaman Pangan, Hortikultura, dan Perkebunan Kabupaten Bogor. 2025. Perkuat Pengembangan Tanaman Hias, Distanhorbun Bogor Jalin Kerja Sama Strategis dengan BRMP. hortikultura.pertanian.go.id. Diakses 17 September 2025.
[Ditjen Kementan] Direktorat Jenderal Hortikultura Kementerian Pertanian Republik Indonesia. 2023. Banjir Permintaan Tanaman Hias: Omzet Hingga Satu Miliar. hortikultura.pertanian.go.id. Diakses 25 Agustus 2025.
[Ditjen Kementan] Direktorat Jenderal Hortikultura Kementerian Pertanian Republik Indonesia. 2023. Tekan Impor Tanaman Hias, Kementan Dukung Penuh Petani Milenial Aglaonema. hortikultura.pertanian.go.id. Diakses 26 April 2025.
Feryanto, F., & Rosiana, N. (2021). Penggunaan Telepon Seluler untuk Pemasaran serta Dampaknya terhadap Kesejahteraan Petani. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 20(01), 25–40. DOI: https://doi.org/10.31186/jagrisep.20.01.25-40
Gujarati, D. N., & Porter, D. C. 2006. Basic Econometrics: Fifth Edition. New York: Penerbit McGraw-Hill.
Hapsari, T. D. (2011). Analisis strategi pemasaran tanaman hias pada PT Godong Ijo Nursery, Sawangan, Kota Depok, Jawa Barat [skripsi]. Bogor (ID): Institut Pertanian Bogor.
Hemawati, R. 2021. Ekspor Tanaman Hias Bogor Hasilkan Devisa Rp700 Juta per Hari. mediaindonesia.com. Diakses 4 Maret 2025.
[IBC] Indonesia Business Council. 2025. IBC Discussion Highlights Growing Pressures in Indonesia’s E-Commerce Ecosystem. https://business-council.id. Diakses 30 Desember 2025.
Ilyas, I. (2022). Optimalisasi peran petani milenial dan digitalisasi pertanian dalam pengembangan pertanian di Indonesia. FORUM EKONOMI, 24(2), 259–266. DOI: https://doi.org/10.30872/jfor.v24i2.10364
Jono, S. J. (2023). Faktor yang Memengaruhi Keputusan Petani Mengambil Kredit dan Dampaknya terhadap Kinerja Usahatani Cabai Merah di Indonesia [tesis]. Bogor (ID): Sekolah Program Pascasarjana, Institut Pertanian Bogor.
Kartika, F. B., Yani, F., Balya, T., Ilvira, M. L., Ihsan, M., Sinambela, S. I., & Ilvira, R. F. (2024). Pengembangan Agribisnis Tanaman Hias di Era Digitalisasi dan Legalitasnya. Jurnal Pengabdian Sosial, 2(1), 02–12. DOI: https://doi.org/10.62951/panggungkebaikan.v2i1.918
[Kemendag RI] Kementerian Perdagangan Republik Indonesia. 2024. GMV Pasar Online Marketplace di Indonesia Periode 2020-2023. satudata.kemendag.go.id Diakses 25 Februari 2025.
[Kemenko Perekonomian RI] Kementerian Koordinator Bidang Perekonomian Republik Indonesia. 2024. Adopsi Teknologi Digital Indonesia Naik Signifikan 11 Peringkat pada World Digital Competitiveness Ranking. https://ekon.go.id. Diakses 25 Februari 2025.
Khandker, S. R., Koolwal, G. B., & Samad, H. A. 2010. Handbook on Impact Evaluation Quantitative Methods and Practice. Washington DC: The World Bank.
Khatimah, B. N., Yuliana, R., & Hamdani, M. (2023). Peningkatan Penjualan di Market Place Shopee Pada Era Digitalisasi. EconBank: Journal of Economics and Banking, 5(2), 293–300. DOI: https://doi.org/10.35829/econbank.v5i2.340
[Kontan]. 2020. Booming Tanaman Hias di Masa Pandemi, Ada yang Harganya Puluhan Juta. https://peluangusaha.kontan.co.id. Diakses 25 Agustus 2025.
[Kredivo]. 2021. Perilaku Konsumen E-Commerce Indonesia. kredivocorp.com Diakses 25 Agustus 2025.
Kusharto, N. S. (2025). Mengapa Petani Cabai Rawit Bergabung dengan Koperasi? Analisis dan Dampaknya [skripsi]. Bogor (ID): Institut Pertanian Bogor.
Marcellino. 2024. Mengenal Tanaman Hias, yang Berawal Dari Indonesia hingga Dikenal Dunia. https://kumparan.com. Diakses 31 Desember 2025.
Maulida, R. (2010). Strategi Pemasaran Tanaman Hias Bromelia (Studi Kasus: Ciapus Bromel, Desa Tamansari, Kecamatan Tamansari, Kabupaten Bogor) [skripsi]. Bogor (ID): Institut Pertanian Bogor.
Mawarni, V. (2021). Faktor yang Memengaruhi Petani Kopi Bergabung pada Koperasi dan Dampaknya terhadap Kinerja Usahatani [skripsi]. Bogor (ID): Institut Pertanian Bogor.
Qodriyah, L., Wahidah, B. F., Hidayat, S., & Khasanah, R. (2021). Karakterisasi Stomata Daun Pada Tanaman Hias Familia Araceae. Prosiding Biologi Jurnal UIN Alauddin Makassar, 7(1), 242-243. DOI: https://doi.org/10.24252/psb.v7i1.24241
Ramadhanny, F. 2025. Ekspor Tanaman Hias, Desa di Bogor Sumbang Devisa Negara. https://finance.detik.com/ Diakses 30 Desember 2025.
Resta, J. Y., Nofiladi, N., & Paloma, C. (2025). Pengaruh Marketing Mix 4P Terhadap Kinerja Pemasaran Agroindustri Gula Merah di Nagari Andaleh Baruh Bukit. Forum Agribisnis, 15(2), 299–306. DOI: https://doi.org/10.29244/fagb.15.2.299-306
Rosada, T. (2025). Dampak Keputusan Penjualan di Pasar Lelang terhadap Keuntungan Petani Cabai Rawit di Kabupaten Sleman [skripsi]. Bogor (ID): Institut Pertanian Bogor.
Rosenbaum, P. R., & Rubin, D. B. (1983). The Central Role of the Propensity Score in Observational Studies for Causal Effects. Biometrika, 70(1), 41. DOI: https://doi.org/10.2307/2335942
Septyanti, R. (2022). Pengaruh Marketplace Shopee Terhadap Peningkatan Penjualan Pada UMKM di Palembang [skripsi]. Palembang (ID): Universitas Sriwijaya.
Soekartawi. 1995. Analisis Usahatani. Jakarta (ID): Penerbit UI Press.
Soraya, N. N., & Praditya, A. (2026). Efektivitas Media Digital Terhadap Efisiensi Pemasaran Produk Kopi Agribisnis (Studi Kasus: Tomoro Coffee). Forum Agribisnis, 16(1), 135–146. DOI: https://doi.org/10.29244/fagb.16.1.135-146
Wiraraja, A. 2025. Di Era Digital Indonesia, Biaya Marketplace Dapat Menjerat UMKM. https://enciety.co/ Diakses 30 Desember 2025.
Yulia, D. M. (2022). Keputusan Peternak Mengambil Kredit dan Dampaknya terhadap Kinerja Usaha Peternakan di Indonesia [skripsi]. Bogor (ID): Institut Pertanian Bogor.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Forum Agribisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The author submitting the manuscript must understand and agree that the copyright of the article manuscript must be submitted/transferred to the Journal Forum Agribisnis. This work is licensed under the Creative Commons Attribution-ShareAlike 4.0 (CC BY-SA) International License in which the Author and Reader can copy and redistribute the material in any media or format, and remix, modify and build material for any purpose, but they must provide appropriate credit (citing articles or content), provide a link to the license, and indicate whether there is a change. If you mix, change, or create material, you must distribute your contribution under the same license as the original.
