The Utilization of Digital Economy in the Business Viability of Agriculture: Human Resource Innovation and Sustainable Strategies at PT Rumah Mocaf Indonesia
DOI:
https://doi.org/10.70992/4pcsrm71Keywords:
Feasibility Study, Agroindustry, Mocaf, Human Resource Innovation, Digital Economy, Sustainable DevelopmentAbstract
Technological advancement and easier access to information have enabled individuals to develop their creativity through various methods. Cassava, which was once merely sliced, soaked in salt, and fried, has now evolved into more innovative products such as mocaf (modified cassava flour). This study aims to analyze the business feasibility of an agricultural-based enterprise developed by PT Rumah Mocaf Indonesia using a multidimensional approach that includes market, technical, managerial, legal, and financial aspects. Furthermore, the research explores the strategic role of human resource innovation and the utilization of the digital economy in enhancing the sustainability and competitiveness of the mocaf business amid the challenges of limited agricultural land and globalization. This research employs a library research method with a qualitative descriptive approach and content analysis of various scholarly literature and relevant official documents. The findings indicate that PT Rumah Mocaf Indonesia has successfully created a resilient, export-oriented agroindustrial business model through the integration of comprehensive business feasibility and the strengthening of innovative and digitally adaptive human resource capacity. The company leverages digital platforms for marketing, distribution, online training, and supply chain management, thereby expanding market access and increasing operational efficiency. This transformation supports the development of an inclusive digital economy ecosystem within the local agricultural sector, which not only boosts farmers' incomes and generates employment but also strengthens regional economic resilience through technology. Thus, the combination of business feasibility, human resource innovation, and digital economy emerges as a key factor for the success of sustainable agroindustry development that can be replicated in other agricultural regions.
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