Pengembangan Marketplace “Berkembang” dalam Pemberdayaan UMKM Tanaman Hias di Kabupaten Bandung Barat
Keywords:
Agrowisata, Bandung Barat, E-Commerce Pertanian, Marketplace Digital, Transformasi Digital, UMKM Tanaman Hias,.Abstract
Abstract
This research and development study aims to design the “BerKembang” digital marketplace platform as a strategic solution for empowering ornamental plant SMEs in West Bandung Regency, particularly in Parongpong, Cisarua, and Lembang sub-districts. This region is a national ornamental plant production center facing five main structural problems: fragmented marketing, limited market reach, destructive price competition, agrotourism-digital integration gap, and low digital literacy. The research employs a Research and Development (R&D) approach with User-Centered Design (UCD) methodology and Agile Software Development. The development results in a vertical marketplace platform based on microservices architecture, integrating four main modules: product management, transaction systems, live plant logistics, and community and education. The platform’s key advantage is the Agrotourism-Commerce integration model enabling the conversion of tourists into sustainable digital customers, supported by empirical evidence that agrotourism visitors are 3.7 times more likely to make online purchases post-visit. BerKembang has the potential to increase SME revenue, expand market access nationally, and support the implementation of West Bandung Regency’s RPJPD 2025–2045 for developing superior regional horticulture.
Keywords: Agrotourism, Agricultural E-Commerce, Digital Marketplace, Digital Transformation, Ornamental Plant Smes, West Bandung.
Abstrak
Penelitian dan pengembangan ini bertujuan merancang platform marketplace digital “BerKembang” sebagai solusi strategis bagi pemberdayaan UMKM tanaman hias di Kabupaten Bandung Barat, khususnya di Kecamatan Parongpong, Cisarua, dan Lembang. Kawasan ini merupakan sentra produksi tanaman hias nasional yang menghadapi lima permasalahan struktural utama: fragmentasi pemasaran, keterbatasan jangkauan pasar, persaingan harga destruktif, kesenjangan integrasi agrowisata–digital, serta rendahnya literasi digital. Penelitian menggunakan pendekatan Research and Development (R&D) dengan metodologi User-Centered Design (UCD) dan Agile Software Development. Hasil pengembangan menghasilkan platform marketplace vertikal berbasis arsitektur microservices yang mengintegrasikan empat modul utama: manajemen produk, sistem transaksi, logistik tanaman hidup, serta komunitas dan edukasi. Keunggulan utama platform ini adalah integrasi model Agrotourism-Commerce yang memungkinkan konversi wisatawan menjadi pelanggan digital berkelanjutan, didukung bukti empiris bahwa wisatawan agrowisata 3,7 kali lebih mungkin melakukan pembelian daring pasca-kunjungan. Platform BerKembang berpotensi meningkatkan pendapatan UMKM, memperluas akses pasar ke tingkat nasional, serta mendukung implementasi RPJPD Kabupaten Bandung Barat 2025–2045 dalam pengembangan hortikultura unggulan daerah.
Kata Kunci: Agrowisata, Bandung Barat, E-Commerce Pertanian, Marketplace Digital, Transformasi Digital, UMKM Tanaman Hias,.
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