Abstract
In Indonesia, many intermediaries of agricultural products are emerging as modern actors called business aggregators who utilize information from the internet or online technologies in their business activities. This study aims to analyze the activities and roles of online aggregators (based on information technology) in the order of value chains of agricultural products, especially vegetables. Purposive sampling technique was used in selecting 12 online business aggregators of vegetable products. Data were obtained through Focus Group Discussions and in-depth interviews with the business aggregator online owner. Based on the results of the analysis show that the main activities of the aggregator business value chain that are divided into three value chains, namely input provider, processing and marketing providers. Online aggregators become important actors in the agribusiness system in the future. In conventional agribusiness systems, non-online aggregators, whose position is in the subsystem, downstream agribusiness, but in online aggregator at present with the advancement of internet, the aggregator is in the middle/middle, between upstream, cultivation, downstream and supporting institutions subsystems. Keywords: intermediaries, online aggregator, vegetable products, value chain
Highlights
As an economic activity, agriculture can be seen as a system called agribusiness
This is an interesting new phenomenon to study, how these online aggregators play a role in the agribusiness system and how online aggregators create value for customers by examining the contribution of different activities in the business to that value as we known as value chain analysis
The core process of this online vegetable aggregator refers to the agribusiness system which consists of the process of providing agricultural inputs, the process of processing agricultural primary products, and the process of marketing agricultural products
Summary
In Indonesia, horticultural products still face problems concerning product distribution chain (Santoso and Darwanto, 2015). Since 2006 in Indonesia modern actors have begun to emerge as intermediaries to sell agricultural products using information communication technology using the internet, which is referred to as an online aggregator in this study. This is an interesting new phenomenon to study, how these online aggregators play a role in the agribusiness system and how online aggregators create value for customers by examining the contribution of different activities in the business to that value as we known as value chain analysis
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