Abstract

This study aims to analyze and develop a promotional plan for a bio-based seed coating product within the context of digital agribusiness and digital marketing. The study is based on secondary data obtained from documents, research papers, academic articles, and reports related to seed coating technology, agricultural biological products, and digital marketing concepts. The study does not include scientific experimentation, field data collection, or direct surveys of farmers. The results indicate that the concept of bio-based seed coating product has the potential to reduce the risk of seedling loss during the early stages of crop establishment, particularly under water-limited conditions. However, the technology remains at an early stage of readiness and requires further development to support commercial application. Environmental analysis using the SWOT framework reveals that the product’s strengths include environmental friendliness and alignment with sustainable agriculture principles, while the growth of digital agribusiness facilitates the application of digital marketing to enhance awareness and understanding of the product. The proposed promotional plan emphasizes knowledge-based communication through digital channels, utilizing content formats such as articles, infographics, and videos. This approach helps reduce uncertainty toward innovative products and supports systematic understanding among target audiences.