An Overview of the Increasing Ornamental Plant Business in Indonesia Post-COVID-19 Pandemic as a Result of Social Media and Its Future Perspective

Syariful Mubarok (), Erni Suminar, Tuti Karyani, Fathi Rufaidah, Dwi Novanda Sari and Bayu Pradana Nur Rahmat
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Syariful Mubarok: Department of Agronomy, Faculty of Agriculture, Universitas Padjadjaran, Sumedang 45363, Indonesia
Erni Suminar: Department of Agronomy, Faculty of Agriculture, Universitas Padjadjaran, Sumedang 45363, Indonesia
Tuti Karyani: Department of Social Economics, Faculty of Agriculture, Universitas Padjadjaran, Sumedang 45363, Indonesia
Fathi Rufaidah: Doctoral Program of Agricultural Sciences, Faculty of Agriculture, Universitas Padjadjaran, Sumedang 45363, Indonesia
Dwi Novanda Sari: Study Program of Agro-Technopreneur, Faculty of Agriculture, Universitas Padjadjaran, Sumedang 45363, Indonesia
Bayu Pradana Nur Rahmat: Master Program of Agronomy, Faculty of Agriculture, Universitas Padjadjaran, Sumedang 45363, Indonesia

Sustainability, 2023, vol. 15, issue 19, 1-12

Abstract: The ornamental plant is one of the important horticultural commodities in Indonesia, but its development differs from that of other horticultural commodities, such as vegetable and fruit plants. The COVID-19 pandemic, which has been ongoing since early 2020, apart from having an impact on health, has also positively impacted the ornamental plant business in Indonesia. Home confinement caused certain physiological problems that could be solved by indoor gardening activity, leading to an increase in the demand for ornamental plants, especially for leafy ornamental plants. This review provides a comprehensive overview of the growth of the ornamental production business in Indonesia in terms of psychological needs and the power of social media. There was an increase in ornamental prices due to the impact of the COVID-19 pandemic in Indonesia. Consumer preferences and behaviors were also altered by the pandemic, as indicated by consumers’ new motivations, perceptions, learning, and belief systems regarding ornamental plants. The government has launched several strategies to gain domestic competitiveness and maintain its sustainability in the environment. Digital transformation has been applied by ornamental plant businesses in Indonesia. The digital marketing of ornamental plants relies on social media concepts such as entertainment, customization, interactions, electronic word of mouth (EWOM), and trendiness.

Keywords: ornamental plants; leafy; business (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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