Technology Adoption Among Farmer Case Study: A Recommendation for Market Penetration at BIOPS Agrotekno Startup

• Main Author: Medison Adryan, Fauzan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/33041
• Institution: Institut Teknologi Bandung

A startup company named BIOPS Agrotekno had a big dream in developing agricultural technology. Their dreams come true with a device called Encomotion. Encomotion has the advantage of automatically watering and on target. The right on target is fullfill the plants need. BIOPS product nowaday already introduce to the market with majority used by large and commercialized farmer. Commercially, there is not big deal for BIOPS Agrotekno to introduce the product to the market. Return back to their mission to propose the solution for Indonesian agriculture. Their startup face difficulty to introduce their product to small farmers. This study is intent to explore the technology adoption behaviour of small farmer and what proposed solution for BIOPS Agrotekno to approach small farmers. Using the qualitative method theory observation and interview with stakeholder from Balai Pertanian Lembang, Taiwan Technical Mission (TTM), and Bavas (Bandung Vegetable Station in which consist small farmer to get training. This study provide recommendations: 1. The simplication of devices for farmer 2. Align with the farmer behavior 3. Open land devices 4. Product and concept introduction to farmer This study will help BIOPS Agrotekno startup to find the way of their market and also support their mission to help Indonesian farmer through technology, increase the productivity of land, and bring awareness to the young people to trying and loving agriculture.