PENINGKATAN AKSES PASAR PETANI SAYUR PERI-URBAN MELALUI PEMASARAN LANGSUNG DAN DIGITAL DI TABAT KALSA, PALANGKA RAYA

Abstract

Vegetable farmers in Tabat Kalsa, a peri-urban area of Palangka Raya, still rely heavily on local intermediaries to sell their produce, which results in low farm-gate prices and weak bargaining power. This community service program aimed to strengthen the market access of peri-urban vegetable farmers by enhancing their capacity in direct and digital marketing, facilitated by KKN (community service) students. A participatory approach was applied through several stages: need assessment with farmers, co-design of activities, training in direct selling to nearby consumers and small retailers, hands-on assistance with using WhatsApp and straightforward social media content for promotion and ordering, and basic guidance on product packaging and simple record-keeping. Monitoring and informal evaluation were conducted through follow-up visits and reflective discussions with farmers. The results show an increase in farmers’ knowledge and skills in marketing, a shift in marketing patterns from full dependence on intermediaries to a combination of direct selling and digital-based orders, and the emergence of new customer networks in surrounding neighborhoods. Farmers also reported stronger bargaining positions in price negotiations and greater confidence in promoting their products. This program demonstrates that student-led community service can act as a catalyst for improving market access and supporting the economic resilience of peri-urban vegetable farmers.