The role of digital marketing in Kundasang aquafarm development: A study on sustainable practices and market reach

Bayu Bernedictus Prihartono and Hari Muharam and Masran Tamin and Khairul Hisyam Bin Ahmat (2025) The role of digital marketing in Kundasang aquafarm development: A study on sustainable practices and market reach. Journal of Research in Business and Management, 13. pp. 10-14. ISSN 2347-3002

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Abstract

Kundasang Aquafarm is a tech-driven business utilizing aquaponic technology, founded by alumni of Universiti Malaysia Sabah (UMS). Combining aquaculture and hydroponics, aquaponics offers an efficient and eco-friendly solution for sustainable agriculture. To expand its market reach and enhance customer engagement, Aquafarm has embraced digital marketing through social media platforms and an official website, incorporating innovations like barcodes for customer feedback collection. This study aims to evaluate the effectiveness of Kundasang Aquafarm's online marketing strategies, focusing on brand awareness, customer engagement, and user experience. The research employs a qualitative descriptive approach, gathering data through in-depth interviews with Aquafarm’s management, content analysis of social media and the website, and customer experience surveys. Findings reveal that digital marketing via social media significantly boosts product visibility and educates audiences about the advantages of aquaponics. However, challenges include inconsistent content management and the need for improved digital customer interaction features. The study identifies that optimizing digital marketing strategies—such as consistent content creation, enhanced customer service features, and technology driven communication innovations—can strengthen Kundasang Aquafarm’s competitiveness in the online market. This research aims to serve as a reference for similar businesses seeking to implement tech-based marketing strategies in the agribusiness sector.

Item Type:	Article
Keyword:	Digital Marketing, Sustainable Practices, Aquafarm
Subjects:	G Geography. Anthropology. Recreation > GF Human ecology. Anthropogeography > GF1-900 Human ecology. Anthropogeography H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	JUNAINE JASNI -
Date Deposited:	11 Nov 2025 12:12
Last Modified:	11 Nov 2025 12:12
URI:	https://eprints.ums.edu.my/id/eprint/45713

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