The Influence of Institutions, Market Access, and Marketing Capacity on Shallot Farmer’s Marketing Strategies

DOI

10.2991/978-94-6239-709-5_97How to use a DOI?

Keywords

Farmer Institutions; Access to Market Information; Marketing Capacity; Marketing Strategy; Shallots

Abstract

This study aims to analyze the influence of farmer institutional roles, access to market information, and marketing capacity on the marketing strategies of shallot farmers in Tindalun Village, Enrekang Regency, South Sulawesi, Indonesia. The research method used a quantitative approach with Partial Least Squares–Structural Equation Modeling (PLS-SEM) analysis techniques. The study respondents numbered 150 farmers selected through purposive sampling techniques. The findings reveal that farmer institutions and marketing capacity exert a positive and significant influence on marketing strategies, whereas access to market information does not exhibit a significant effect. Simultaneously, all three independent variables had a significant effect on marketing strategies with an R² value of 0.385, which is categorized as moderate. These findings indicate that the success of marketing strategies is more determined by internal strengths such as institutional support and marketing capacity, while access to market information requires digital literacy support, training, and adequate infrastructure. This study recommends increasing marketing capacity and strengthening institutions as top priorities, as well as optimizing the use of market information to strengthen the competitiveness of shallot products.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nadratul Naima
AU  - Fauziah Umar
PY  - 2026
DA  - 2026/06/20
TI  - The Influence of Institutions, Market Access, and Marketing Capacity on Shallot Farmer’s Marketing Strategies
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 1398
EP  - 1409
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_97
DO  - 10.2991/978-94-6239-709-5_97
ID  - Naima2026
ER  -