Abstract
Intermediaries have an important role in the value chain of agricultural products, especially Indramayu mango (magnivera indica L.). The use of marketing 4.0 integrates both offline and online activities and can help carry out intermediary functions efficiently and effectively. This research aims to increase the market share of Indramayu mangoes by utilizing marketing 4.0 by intermediaries. This field research with a qualitative approach and data were retrieved through observation and deep interviews with farmers, intermediaries, derivative product entrepreneurs, and government agencies related to mango trading in Indramayu. Data validation is carried out by confirming the results of obtaining primary data with secondary data. Intermediaries play a core role in connecting consumers with producers. Intermediaries who implement marketing 4.0 will foster trust in the mango value chain to increase market share. A mango business that is run fairly will increase the confidence of producers and consumers so that market share increases.
Keywords: Value chain, Intermediaries, Agricultural products, Marketing 4.0, Field research, Mango trading, Indonesia
How to Cite:
Rusliati, E., Mulyaningrum, M., Rusyani, E. & Mulyanto, F., (2026) “Optimizing the Role of Intermediaries in Agricultural Market Share”, Australasian Accounting, Business and Finance Journal 20(1): 6, 92–103. doi: https://doi.org/10.14453/aabfj.v20i1.06
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