E-MARKETING FRAMEWORK AMONG FARMER-TRADERS: AN APPLICATION OF EXPLORATORY FACTOR ANALYSIS

Digital marketing, also known as e-marketing, has become a norm rather than a trend in the digital age, and it has revolutionized the way businesses operate worldwide, including in the agriculture industry. This study investigates the factors that contribute to the successful implementation of an e-marketing framework among farmer-traders. Using convenience sampling, data were collected from 150 farmer-traders who have implemented e-marketing strategies in their businesses. By applying Exploratory Factor Analysis (EFA), the results identified key factors of the e-marketing framework, such as the significance of establishing a strong online presence, optimizing the online customer experience, engaging and adapting to customers' needs, differentiating oneself from competitors through digital marketing, and advancing customer convenience and business growth. The findings emphasize the significance of utilizing e-marketing to enhance farmers’ marketing efforts, increase customer engagement and relationships, and achieve business growth in a competitive digital marketplace. Furthermore, this study's findings provide a beneficial framework for farmers seeking to develop their e-marketing strategies and enhance their business performance