DIGITALIZATION STRATEGY IN IMPROVING OPERATIONAL EFFICIENCY AND SERVICE QUALITY IN AGRICULTURAL COOPERATIVES IN THE DIGITAL ECONOMY ERA

Abstract

Digitalization in agricultural cooperatives is crucial for enhancing operational efficiency and service quality for members, particularly in today's digital economy. Agricultural cooperatives encounter challenges in addressing the increasingly complex needs of their members, which range from access to information to efficiency in operational processes. This study aims to assess the impact of digitalization on the operational efficiency and service quality of cooperatives, as well as to identify the supporting factors that contribute to successfully implementing digitalization. The research employs a qualitative approach, utilizing case studies through in-depth interviews, observations, and document analysis across several agricultural cooperatives that have integrated digital technology. The study's findings indicate that digitalization allows cooperatives to boost operational efficiency through process automation, quicker access to information, and enhanced transparency. Key supporting factors include technological infrastructure, management involvement, digital literacy training, and external assistance from government and private institutions. Despite facing challenges such as limited infrastructure and members' digital literacy, overall digitalization demonstrates significant benefits for agricultural cooperatives. The conclusions of this study underscore the importance of a comprehensive and collaborative digital strategy for the success of digitalization in the agricultural sector, which has the potential to improve member well-being and cooperative competitiveness.