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All Journal JURISMA: Jurnal Riset Bisnis & Manajemen Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Yuliansyah, Dandy
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Determinants of Interest Purchasing Shallot Seeds of Varieties Thai Nganjuk (Tajuk) Yuliansyah, Dandy; Prasaja*, Mukti; Junaedi, Imam; Pratiwi, Nuris
JURISMA : Jurnal Riset Bisnis & Manajemen Vol 14 No 1: April 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jurisma.v14i1.12389

Abstract

The objective of this research is to analyze the factors influencing consumer interest in purchasing Tajuk variety onion seeds. The factors affecting consumer purchase interest include content marketing through YouTube, risk perception, and consumer trust. The research method employed is quantitative, with a purposive sampling technique used to select 85 respondents. Subsequently, the analysis results indicate that content marketing through YouTube does not significantly influence consumer purchase interest in Tajuk variety onion seeds. Risk perception does not have a significant effect on consumer purchase interest in Tajuk variety onion seeds. However, consumer trust has a significant influence on the purchase interest of Tajuk variety onion seeds. Furthermore, it is expected that content marketing through YouTube will provide development in the marketing of agricultural products, especially red onions, and through digital marketing media. Keyword: Content Marketing; Risk Perception; Consumer Confidence; Buying Interest; Shallot Seeds
Obstacles and Supporting Elements in Shallot Seeds Educational Content Marketing Yuliansyah, Dandy; Mulyaningtyas, Ratna Dewi; Askafi, Eka
JURISMA : Jurnal Riset Bisnis & Manajemen Vol 14 No 2: October 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jurisma.v14i2.13822

Abstract

The research aims to identify the factors supporting and posing obstacles to educational content marketing on the YouTube channel Gusman Bojonegoro in promoting the sale of Nganjuk shallot seeds. Using a qualitative descriptive method, the study analyzes data from interviews, observations, and documentation involving the channel owner, nursery warehouse manager, employees, and farmers who purchase seeds. Key obstacles include variability in farmers' land, transportation costs, and ongoing educational needs, while effective communication, resource management, and strategic use of YouTube algorithms and SEO are vital for success. The study contributes to the literature by focusing on digital marketing for agricultural products, emphasizing the importance of high-quality content, influencer collaboration, and adaptability to trends for sustained engagement and growth.
Analysis of the Sales Process of Red Onion Seeds of Nganjuk Variety through Educational YouTube Content Marketing Yuliansyah, Dandy; Askafi, Eka; Mulyaningtyas, Ratna
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 2 (2025): Dinasti International Journal of Economics, Finance & Accounting (May-June 2025
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i2.3120

Abstract

This research is motivated by the rapid development of information technology, especially digital media such as YouTube, which brings significant transformation to companies' marketing paradigms, particularly in the agricultural sector. This study aims to describe the educational-based content marketing process implemented on the Gusman Bojonegoro YouTube channel and its impact on the sales of Nganjuk shallot seeds. This research uses a qualitative method with a descriptive approach. Data were collected through interviews, direct observation, and documentation from various informants, including the channel owner, nursery warehouse manager, employees, and farmers who buy seeds from the channel. Data analysis was conducted through a purely qualitative process of coding, grouping, and interpreting the data. The results show that the educational content presented by Gusman Bojonegoro is not only beneficial for experienced farmers but also a valuable guide for beginners. The videos produced provide a comprehensive overview of the challenges and solutions in shallot cultivation. Additionally, two-way interaction through video comments enables knowledge exchange that boosts productivity among the onion farming community. A comprehensive educational approach and the use of digital media as a marketing tool proved effective in increasing sales of Nganjuk variety shallot seeds, as well as expanding farmers' networks and knowledge in the digital era
Co-Authors Eka Askafi Imam Junaedi Mulyaningtyas, Ratna Mulyaningtyas, Ratna Dewi Nur Amalina, Dahniar Nur Khasanah, Siskha Prasaja, Mukti - Pratiwi, Nuris Syarifa Hanoum