Etty Puji Lestari, Sucihatiningsih Dian Wisika Prajanti, Faudzul Adzim, Elvina Primayesa, Muhammad Iqbal Al-Banna Ismail, Sepandil Laras Lase
Competition in the global market is challenging for technopreneurs to develop strategies that provide a comparative advantage to win the competition. The article aims to develop a model for applying agricultural product e-marketplaces, including the involvement of related stakeholders in Semarang and Magelang Regency, Indonesia. The study employs two primary analytical methods: the MACTOR framework, which assesses alliances, conflicts, and strategic recommendations, and the Analytical Hierarchy Process (AHP) to prioritize decision-making criteria. The results showed that developing agricultural product e-marketplaces requires collaboration from various stakeholders. Notably, consumers, who play a crucial role in the success of the e-marketplace, emerge as the most influential actors, while middlemen are identified as the most dependent. The primary challenge in developing an agricultural product emarketplace is ensuring smooth food distribution. At the same time, alternative priorities include increasing business partnerships between local agricultural cooperatives and entrepreneurs/investors and providing infrastructure to support the development of e-marketplaces. This study emphasizes the importance of collaboration between various stakeholders in e-marketplace development and implementation of agricultural products so that they can be aligned for the success of the entire e-marketplace system. © Authors retain all copyrights.
Faculty of Economics and Business, Universitas Terbuka, Indonesia; Faculty of Economics and Business, Universitas Negeri Semarang, Indonesia; Faculty of Economics and Business, Universitas Andalas, Indonesia; School of Mathematical Sciences, Sunway University, Malaysia
