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All Journal Jurnal Sosial Ekonomi Pertanian Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal Pertanian Agros JURNAL ILMIAH MAHASISWA AGROINFO GALUH JURNAL AGRICA International Journal of Economics, Business and Accounting Research (IJEBAR) Journal of Food System and Agribusiness (JoFSA) KARYA: Jurnal Pengabdian Kepada Masyarakat International Journal of Multidisciplinary Research and Literature (IJOMRAL) Jurnal Ilmiah SOSIO AGRIBIS JURNAL HUTAN TROPIS Buletin Penelitian Sosial Ekonomi Pertanian Fakultas Pertanian Universitas Haluoleo Sewagati Jurnal Ilmiah Manajemen Agribisnis
Eko Nurhadi
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Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Public Health Social Sciences Other

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THE EFFECTIVENESS OF PROMOTING HYDROPONIC VEGETABLES AND PRODUCTS THROUGH INSTAGRAM WITH BRAND AWARENESS AS A MODERATING VARIABLE AT PT. KEBUN SAYUR Rahmawati, Alya Firda; Nurhadi, Eko; Setyadi, Taufik
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i1.12792

Abstract

PT. Kebunsayur Surabaya promotes hydroponic vegetables and processed products on Instagram but has yet to achieve widespread reach. Popular posts based on monthly reports only get 29 likes; this figure is relatively low for a business account. This research aims to analyze the effectiveness of social media Instagram @kebunsayursurabaya using the EPIC Model and analyze the influence of promotional effectiveness on the volume of consumer purchases of vegetables and hydroponic preparations moderated by brand awareness. The research method used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS), especially with the WarpPLS 8.0 program. Primary data was collected through a questionnaire with a sample of 55 respondents taken using techniques non-probability sampling, namely purposive sampling. The research results show that the promotion of Kebunsayur Surabaya via Instagram is very effective, with a value of 4.39. The effectiveness of the promotion has a positive and significant effect on purchase volume with a path coefficient value of 0,454 and brand awareness moderates the effectiveness of promotion on purchase volume positively and significantly with a path coefficient value of 0,223
Co-Authors Anggraeni, Yuni Tiara Ari Cahyono Suminar Baik, Stevi Putri Adolvina Dewi, Erika Triana Dita Atasa Dwi Margiati Dita Endang Yektiningsih, Endang Fahrasyahda, Marsha Amanda Finurih, Prayoga Eka Hamidah Hendrarini Ida Syamsu Roidah, Ida Syamsu Ivan Aditya Prakoso Mariyatul Qibtiyah Nugraha, Dewi Amira Eka Nuriah Yuliati Permana, Akbar Bintang Putri, Devi Laxmi Aprilia Qomariyah, Badriyatul Rahmawati, Alya Firda Revita Yustianawati Sari, Atika Permata Setiawan, Risqi Firdaus Sigit Dwi Nugroho Soedarto, Teguh Sri Tjondro Winarno, Sri Tjondro Tamaulina Br Sembiring Wahyuning Laily, Dona Wibowo, Afini Rifa