DefinePK

Abstract

Digital transformation has emerged as a key driver of efficiency and competitiveness in agribusiness. This study examines the impact of smart farm technology adoption, access to digital marketplaces, and government support on agribusiness performance, with a particular focus on the mediating role of operational efficiency. Using a quantitative research approach, data were collected from agribusiness firms to analyze how digitalization influences efficiency and overall performance. The findings indicate that smart technologies, digital marketplaces, and government support significantly enhance operational efficiency, which in turn improves agribusiness performance. The study also confirms that operational efficiency serves as a crucial mediator in the relationship between digital adoption and business outcomes. However, challenges such as digital literacy gaps, infrastructure limitations, and adoption costs may hinder the full potential of digitalization. The results have significant implications for agribusiness managers, policymakers, and researchers, emphasizing the need for strategic digital adoption, supportive policy frameworks, and investments in digital capabilities. Future research should explore qualitative insights, broader technological factors, and cross-regional comparisons to further enhance the understanding of digital transformation in agriculture.