Analisis Kelayakan Usaha, Economic Value Added dan Strategi Green Digital Marketing pada Usaha Minapadi dalam Menjangkau Generasi Digital

Chairilisa Azzahra

Sari


Ketahanan pangan global saat ini menghadapi tantangan besar akibat pertumbuhan populasi yang tidak sebanding dengan ketersediaan sumber daya yang ada. Di Indonesia, sektor pertanian dituntut untuk lebih adaptif terhadap fluktuasi harga komoditas dan peningkatan biaya produksi. Sistem Pertanian Terpadu (Integrated Farming System–IFS) melalui budidaya minapadi (padi-ikan) menawarkan solusi strategis dengan prinsip simbiosis mutualisme antara tanaman padi dan ikan. Penelitian ini bertujuan untuk menganalisis kelayakan usaha, Economic Value Added (EVA), serta strategi green digital marketing pada usaha minapadi dalam menjangkau generasi digital. Selain aspek produksi dan ekonomi, penelitian ini juga mengkaji pemanfaatan pemasaran digital berbasis konsep green product untuk meningkatkan nilai tambah produk minapadi di era transformasi digital. Analisis dilakukan menggunakan pendekatan uji kelayakan usaha dan EVA untuk mengukur kemampuan usaha dalam menghasilkan nilai di atas biaya modal dan operasional, serta analisis strategi pemasaran digital melalui media sosial dan konten berbasis keberlanjutan lingkungan. Hasil penelitian menunjukkan bahwa diversifikasi usaha minapadi mampu menciptakan sumber pendapatan ganda (multiple income), meningkatkan profitabilitas petani kecil, dan memperkuat ketahanan finansial rumah tangga tani di tengah ketidakpastian ekonomi global. Implementasi strategi green digital marketing juga terbukti efektif dalam meningkatkan daya tarik produk bagi generasi digital yang lebih peduli terhadap isu kesehatan, keberlanjutan, dan konsumsi ramah lingkungan

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DOI: https://doi.org/10.37531/mirai.v11i2.11899

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