Marketplace technology to reduce intervention of the horticulture trader in East Java

  • Sugiarto Sugiarto Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
  • Endang Yektiningsih Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
  • Kasirah Kasirah Mayjen Sungkono University, Mojokerto, Indonesia


Agricultural products in Indonesia began to show an increase in the eastern Java region, farmers currently continues to attempt to fix the results of the farm, it is not in accordance with the sales process advancing results, the value of selling agricultural products directly sold to end consumers by farmers is still relatively small, this is caused by the still large number of trader in Indonesia, especially the eastern Java, the value of purchases from a wholesaler is relatively low in value compared to the farmers directly sell to the end consumer, so there are still many relic in East Java farmers feel that the value of the sale of the agricultural harvest this small ratio was still regarded with real production value. Information technology is currently again experiencing increased usage and knowledge of this information technology began to increase among children and adult level, development of information technology so that it can be used as one of the solutions to be able to overcome or reduce the results of production purchased by the trader.Online shopping makes one of the solutions for farmer groups to market their products through online stores, so the development of a marketplace media that specifically collects prospective buyers either independently or in groups, with a marketplace special agricultural products that are business to business is expected sales of agricultural products from the group Farmers can go directly to the end consumer and not through middlemen, because the price and target market has been determined by this marketplace media.


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Jul 13, 2018
How to Cite
SUGIARTO, Sugiarto; YEKTININGSIH, Endang; KASIRAH, Kasirah. Marketplace technology to reduce intervention of the horticulture trader in East Java. Proceedings, [S.l.], v. 1, n. 1, p. 435-438, july 2018. Available at: <>. Date accessed: 25 may 2024.