TTI’S E-COMMERCE MOTIVATES FARMERS TO PERFORM AT THEIR BEST

. Toko Tani Indonesia (TTI) has implemented e-commerce to market products to a greater extent. In 2018, a preliminary study was to examine TTI’s implementation of e-commerce, and a subsequent desk study in 2019. The data were collected through interviews with the Food Security Agency, Bumi Pangan Digdaya Agro , TTI , and LUPM . The studies’ findings are the following: 1) E-commerce results in several benefits, especially social benefits such as trust, which motivates farmers to do their best in their work for TTI. 2) The number of TTI and LUPM customers who make rice transactions through e-commerce platforms, as well as the volume of rice transactions, increased. In conclusion, the expansion of TTI’s e-commerce to other areas should be accomplished through adequate communication and an in-depth study of the targeted areas’ potential. This will lead to optimal results. This strategy is critical in promoting agricultural development, especially during the coming new era.