E-Commerce for Agricultural Marketing and Food Access during COVID-19: The Rezeki Bersama Farmer Group in Bengkulu
DOI:
https://doi.org/10.70550/sowel.v1i2.308Keywords:
Agricultural E-Commerce, Farmer Capacity Building, Digital Marketing, Fresh-Produce Distribution, Technology AcceptanceAbstract
This study examines conventional marketing constraints, introduces e-commerce to a local farmer group, and assesses which outcomes are actually evidenced by a community-based intervention during the COVID-19 pandemic. The case concerns the Rezeki Bersama Farmer Group in Beringin Raya, Bengkulu City, Indonesia. An evaluative descriptive qualitative approach interprets observations, discussions, training practice, website documentation and the programme narrative through the Technology Acceptance Model (TAM), without testing its constructs statistically. Conventional outlets depended on traditional markets and roadside sales, whereas the programme introduced internet searches and demonstrated a vegetable-sales website with a product catalogue and shopping cart. The available records substantiate training exposure and a demonstration interface, but do not verify routine live transactions, stock updating, payment settlement, delivery performance, post-programme use or changes in sales and household food access. The study distinguishes technology awareness, demonstrated operational skills and sustained commercial adoption. Its contribution is an evidence-sensitive framework linking farmer capacity building to the operational readiness necessary for sustainable agricultural e-commerce. Practical recommendations address delegated website administration, stock and price control, order fulfilment, payments, delivery and ongoing mentoring.
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