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All Journal AGRARIS: Journal of Agribusiness and Rural Development Research JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi
Faizaty, Nur Elisa
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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DAMPAK SOFTSELLING DALAM DIGITAL MARKETING PADA PENGAMBILAN KEPUTUSAN PEMBELIAN (STUDI PADA PLATFORM GRUP FACEBOOK JAGO JUALAN) Faizaty, Nur Elisa
JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi Vol 4, No 1 (2021): JIMEK Volume 4 No 1
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (708.352 KB) | DOI: 10.30737/jimek.v4i1.1307

Abstract

Penelitian ini bertujuan untuk melihat bagaimana situasi psikologi konsumen akibat softselling yang dirasakan. Teori proses pengambilan keputusan konsumen digunakan sebagai pendekatan utama. Selain itu, juga ingin dilihat efektivitas soft marketing dalam pemasaran produk. Jadi dapat disiumpulkan bahwa softselling berdampak pada sempitnya pilihan komparasi dan benchmarking yang dilakukan pada tahap pencarian informasi dan evaluasi alternatif. Softselling yang dilakukan oleh Dewa Eka Prayoga pada member grup Jago Jualan cukup efektif. Tahapan-tahapan proses pengambilan keputusan hampir seluruhnya dirasakan oleh informan. Sebelum sampai pada tahap pertama, yaitu pengenalan masalah, soft selling memegang peran penting dalam membentuk brand recognition dari sebuah produk dan jasa. Pada beberapa informan dapat mencapai level yang lebih tinggi, mampu membentuk brand trust. Evaluasi alternatif lebih cenderung berlangsung secara internal, yaitu menilai kesesuaian buku yang ditawarkan terhadap kebutuhannya. Informan cenderung tidak membandingkan buku billionairestore terhadap buku lainnya yang sejenis. Pada tahap inilah proses evaluasi alternatif berlangsung. Semua informan yang menjadi subjek penelitian, semua memutuskan untuk membeli. Pengalamaman penggunaan buku yang dirasakan user juga mampu membentuk brand loyalty, sehingga informan merekomendasikan dan melakukan pembelian ulang produk billionairestore. Softselling sangat efektif untuk meningkatkan probabilitas keputusan pembelian.
Proses Pengambilan Keputusan Adopsi Inovasi Teknologi Budidaya Kedelai Jenuh Air (Kasus: Labuhan Ratu Enam, Lampung Timur) Faizaty, Nur Elisa; Rifin, Amzul; Tinaprilla, Netti
AGRARIS: Journal of Agribusiness and Rural Development Research Vol 2, No 2: July - December 2016
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (160.593 KB) | DOI: 10.18196/agr.2230

Abstract

The expansion of crop land to suboptimal land (especially in the outside of Java Island) should be set up as source of agriculture crop production growth. Saturated-soil Cultivation (SSC) Technology is able to improve the productivity of soybean plants up to 4.0 tons/ha in the suboptimal land. This research is aims to examine the decision making process on innovation adoption of soybean Saturated-soil Cultivation (SSC) Technology, conducted in Labuan Ratu Enam Village, East Lampung Regency. Main approaches were used in this research is Rogers’ theory of innovation diffusion. Decision process was divided into four main group of analysis: i) communication channel and general description of stages in the innovation decision, ii) influential variables of respondents’ characteristics on the knowledge stage using Kruskall-Wallis test, iii) influential variables of the innovation’s attributes on the persuasion stage using Spearman Correlation test, and iv) correlation between the stages of innovation decision process using Spearman Correlation test and Mann-Whitney test. The results  shows that i) interpersonal channel is chosen as the way to diffuse SSC innovation to 25 potential farmer adopters through discussion, direct practice, and guidance; ii) the influential variables of individuals’ characteristics are leve of nonformal education and level of motivation, while level of formal education and farming experience is not significant difference in their knowledge level about SSC; iii) there is significant correlation between the level of respondents’ persuasion and their perception on the innovation complexity and triability, but not compatability and observability; iv) each stage of SSC innovation-decision, one stage to another in sequence, has significant positive correlation.
Co-Authors Amzul Rifin Netti Tinaprilla