Analysis of Horticultural Value Chain Dynamics among Smallholder Farmers Facing Digital Market Disruptions

Sulfiana; Ahmad Suriadi; Vicente Manuel Luis Guterres; Markus Patiung

doi:10.59890/ijmbi.v4i2.330

Authors

Sulfiana Makassar Islamic University
Ahmad Suriadi Nahdlatul Wathan University Mataram
Vicente Manuel Luis Guterres National University of Timor-Leste, Dili
Markus Patiung Wijaya Kusuma Surabaya University

DOI:

https://doi.org/10.59890/ijmbi.v4i2.330

Keywords:

Horticultural Value Chain, Smallholders, Digital Market Disruption, Agricultural Marketing, Value Chain Analysis

Abstract

This study analyzes the dynamics of the horticultural value chain in smallholders facing digital market disruption in Enrekang Regency, South Sulawesi. The research aims to examine how access to digital markets affects the distribution of value, marketing relationships, and farmers' participation in the horticultural value chain. The research uses a mixed method approach with the main framework of Value Chain Analysis. The data was collected through in-depth interviews and field observations of ten key informants consisting of six horticultural farmers, one collector, one market trader, one agricultural extension worker, and one digital marketer. Data observation was carried out in the production and marketing period of 2025. The results of the study show that access to digital markets increases the transparency of price information, opens up alternative marketing channels, and strengthens farmers' bargaining positions in the market system. These findings suggest that the integration of digital market mechanisms in horticultural value chains has the potential to improve the efficiency of value distribution and support the economic resilience of smallholders.

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