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All Journal Jurnal Media Agribisnis (MeA) Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Jurnal Bisnis Tani International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Multidisiplin Dehasen (MUDE) Jurnal Ilmiah SOSIO AGRIBIS Jurnal Pengabdian Mandiri Postgraduate Management Journal Cakrawala: Jurnal Pengabdian Masyarakat Global Indo-Fintech Intellectuals: Journal of Economics and Business Journal of Socio Economics on Tropical Agriculture (Jurnal Sosial Ekonomi Pertanian Tropis) (JOSETA) Jurnal Media Akademik (JMA) PENG: Jurnal Ekonomi dan Manajemen Jurnal Agrisep LANCAH Jurnal Inovasi dan Tren
Nova Suryani
Universitas Syiah Kuala
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Journal : Jurnal Media Agribisnis (MeA)

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Analisis Efektivitas Pelatihan Agri-Digital Marketing Pada Pelaku Agribisnis Taratak Paneh Fachri, Ahmad; Suryani, Nova
Jurnal MeA (Media Agribisnis) Vol 10, No 2 (2025): Oktober
Publisher : Universitas Batangahari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/mea.v10i2.325

Abstract

The development of information and communication technology has driven significant transformation in the agricultural sector, particularly in the marketing aspect. Digital marketing has become an important strategy in expanding market access and increasing the competitiveness of agribusiness products. This study examines the impact of agri-digital marketing training on attitudes knowledge, and skills of agribusiness actors in Taratak Paneh, Korong Gadang Village, Kuranji District, Padang City. The research method used a descriptive quantitative approach with a census technique, involving 31 respondents consisting of agribusiness pioneers, Gen-Z farmers, and MSME managers. Data were collected through questionnaires, interviews, observations, and documentat analysis, then analyzed using descriptive statistics the Wilcoxon T-Test. The results showed a significant increase in all measured indicators. Participants' attitudes increased from 74.99% to 84.76% (+9.77%), knowledge from 73.54% to 81.93% (+8.39%), and skills from 72.73% to 81.69% (+8.96%). These findings indicate that agri-digital marketing training is effectively foster positive attitudes, broadens participants'perspectives, and enchances their practical skills. This is expected to strengthen local economic resilience through the use of inclusive and sustainable technology.
Co-Authors Adinda Gusti Vonna Agustina Arida Allia Nabila Anwar, Aswaldi Auzar Syarif Barkhia Yunas Budiman, Cipta Cut Faradilla Defri Rahman Desi Rosalina Dewi, Riska Kurnia Fachri, Ahmad Fajri Fajri Fikriando, Eko Ilham, Muhamad Irfan Suliansyah Juli Adevia Linda Santri Linda Santri, Linda Lukman Hakim Monalisa Monalisa Muhammad Farrasky Delas Putra Muhammad Satia Siregar Napitupulu, Tia Sofiani Oktia Verinda Oza syafriani Qalsum, Ummy Qamarani, Jasmine Mardhina RAMADHI RAMADHI Relifra Rian Hidayat Sultani Wiwik Handayani Yozi Putri Sakinah