The Influence of Social Capital, Partnerships, and Digital Marketing on the Competitiveness of Local Agribusiness Products

Abstract

This study examines the influence of social capital, partnerships, and digital marketing on the competitiveness of local agribusiness products in Indonesia. Using a quantitative research approach, data were collected from 125 agribusiness actors through a structured questionnaire employing a 5-point Likert scale. The analysis was conducted using SPSS version 25, involving descriptive statistics, validity and reliability testing, classical assumption tests, and multiple linear regression analysis. The results reveal that all three independent variables—social capital, partnerships, and digital marketing—have a positive and significant effect on competitiveness. Social capital strengthens trust and collective cooperation, partnerships enhance access to resources and market networks, and digital marketing provides broader product visibility and consumer engagement. The regression model explains 61.1% of the variance in competitiveness, indicating that these factors collectively play a crucial role in shaping the performance and market position of local agribusiness products. The findings highlight the importance of collaboration and digital strategy adoption in building sustainable agribusiness competitiveness in the digital era.