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All Journal Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness)
Vinira Hesta Fharaz
Program Magister Sains Agribisnis, Sekolah Pascasarjana, Institut Pertanian Bogor
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Pengaruh Literasi Digital Terhadap Literasi E-Marketing pada Petani Vinira Hesta Fharaz; Nunung Kusnadi; Dwi Rachmina
Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness) Vol. 10 No. 1 (2022): Juni 2022 (Jurnal Agribisnis Indonesia)
Publisher : Departmen of Agribusiness, Economics and Management Faculty, Bogor Agricultural University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jai.2022.10.1.169-179

Abstract

E-marketing has various advantages and can be used as an alternative for marketing. However, the use of e-marketing in the agricultural sector is still low even though the agricultural sector has the potential to be developed in the form of e-marketing. The use of e-marketing requires farmers to have the ability to master technology or known as digital literacy skills. The higher digital literacy of farmers is expected to increase e-marketing literacy in the agricultural sector. The study aims to measure the level of digital literacy and e-marketing literacy of farmers and analyze the effect of digital literacy on the e-marketing literacy of farmers. The sample used in the study was a Sayurbox company partner farmer for 21 samples. The level of digital literacy and e-marketing literacy among farmers is measured using Partial Least Square Path Modeling (PLSPM). In addition, the analysis of factors affecting digital literacy and e-marketing literacy of farmers uses multiple linear regressions. The results showed that farmers' level of digital literacy and e-marketing literacy was in the moderate category. In the digital literacy section, farmers have weaknesses in the sub-construct of information retrieval and the security and use of technology. Meanwhile, in e-marketing literacy, farmers have weaknesses in sub-construct developing the information they get. Then, digital literacy has a significant positive effect on e-marketing literacy. It shows that digital literacy can measure a farmer's e-marketing literacy. Meanwhile, education significantly affects digital and e-marketing literacy, while age has a significant positive effect on e-marketing literacy.
Co-Authors Dwi Rachmina Nunung Kusnadi