Priyo Sugeng Winarto, Eko Nugroho, Phacharaporn Tadee, Berlin Intan Safira
Digital marketing is an important channel for smallholder farmers to reach buyers and capture value, yet evidence on its determinants among Indonesia’s egg producers remains limited. This study aims to estimate the associations between farmer characteristics and the likelihood of adopting digital marketing applications among poultry egg farmers. A single-site, context-specific quantitative case study was conducted with 65-layer farmers in Blitar Regency, East Java. Structured questionnaires and brief interviews were administered, and logistic regression was used to estimate associations between farmer characteristics and adoption. Findings show that farm ownership status, internet access, and family size were positively associated with adoption. Farmers with farm ownership had 5.714-fold higher odds of adoption (OR = 5.714), those with internet access had 9.238-fold higher odds (OR = 9.238), and each unit increase in family size corresponded to approximately two-fold higher odds (OR = 2.075). Age, education, farming experience, and farming scale were not statistically significant. Given the modest sample (n = 65) and imbalanced outcome (83.07% adopters), p-values and associated inferences are considered exploratory; associations—such as higher odds of adoption with internet access—should be validated in larger, more balanced samples. Findings underscore the practical importance of connectivity and household support for digital uptake. Policies that expand rural broadband, reduce access costs, and embed digital skill-building in extension services may accelerate adoption. Although the cross-sectional design constrains causal inference, the results provide context-specific evidence to guide program design and a baseline for longitudinal and comparative studies on digital transformation in Indonesia’s poultry sector. © 2025 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Department of Socio-Economy, Faculty of Animal Science, Universitas Brawijaya, Malang, Indonesia; Faculty of Animal Science and Technology, Maejo University, Chiang Mai, Thailand
