Optimising Marketing Management of Agricultural Production Creative Industries Based on the Complexity of Consumer Desires, Roisaten Choiriyah, Rizal Halim
Roisaten Nuril Choiriyah
Research Assistant
Universitas Indonesia
Central Jakarta DKI Jakarta 10430
Indonesia
ORCID: 0009-0001-6838-5731
Rizal Edy Halim
Department of Management, Faculty of Economics and Business
Universitas Indonesia
Central Jakarta DKI Jakarta 10430
Indonesia
ORCID: 0000-0002-3927-4653
Paper Type: Research
Received: 5 December 2024 / Revised: 15 December 2024 / Accepted: 19 February 2026 / Published: 6 March 2026
DOI: 10.47556/J.WJEMSD.22.3.2026.3
Purpose: This research aims to identify the right strategy to optimise the marketing management of the creative industry of agricultural production based on the complexity of the desires of consumers by looking at sales data and trends that occur.
Design/Methodology/Approach: This research was conducted with a quantitative approach with the help of descriptive analysis, trend analysis, and co-occurrence analysis to answer the research objectives. The data used are secondary data obtained from the Central Bureau of Statistics of Indonesia (BPS), Ministry of Agriculture, and Ministry of Tourism and Creative Economy for Descriptive Analysis. Meanwhile, online marketplace sales data were used for trend analysis and datasets from Google Scholar were used for co-occurrence analysis with the help of VOS Viewer.
Findings: The study found that the creative agricultural production industry in Indonesia has promising prospects based on descriptive analysis of statistical data. In addition, based on the results of trend analysis, there are several types of creative agricultural products that are popular and all have an average price below Rp.100,000 (US$6). The popularity of the creative agricultural production industry also still tends to be centred on Java Island and most of the business scale is in the form of Micro, Small and Medium Sized Enterprises (MSMEs).
Originality/Value: The research contributes to the field of science by including consumer desires and conditions in the field in the marketing management of agricultural production creative industries so that later product sales will be more efficient and in accordance with market desires.
Keywords: Creative Industry; Agriculture; Consumer Complexity; Buying Behaviour; Marketing.
Citation: Choiriyah, R.N. and Halim, R.E. (2026): Optimising Marketing Management of Agricultural Production Creative Industries Based on the Complexity of Consumer Desires. World Journal of Entrepreneurship, Management and Sustainable Development (WJEMSD), Vol. 22, No. 3, pp. 211-226.
