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All Journal Jurnal Teknologi Perikanan dan Kelautan AGRIEKONOMIKA AGRISE Habitat PROFIT : Jurnal Administrasi Bisnis MIX : Jurnal Ilmiah Manajemen IMAGE E-Dimas: Jurnal Pengabdian kepada Masyarakat Jurnal Penelitian Pendidikan IPA (JPPIPA) Jurnal SEPA (Social Economic and Agribusiness Journal) JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) Journal of Socioeconomics and Development JMM (Jurnal Masyarakat Mandiri) Jurnal Teknik Pertanian Lampung (Journal of Agricultural Engineering) Agrisocionomics: Jurnal Sosial Ekonomi Pertanian Jurnal Manajemen Pemasaran AGROMIX Journal of Aquaculture and Fish Health Advances in Food Science, Sustainable Agriculture and Agroindustrial Engineering (AFSSAAE) Agro Bali: Agricultural Journal Agriecobis : Journal of Agricultural Socioeconomics and Business International Journal of Business, Technology, and Organizational Behavior (IJBTOB) IIJSE
Silvana Maulidah
Universitas Brawijaya
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Immunology & microbiology Industrial & Manufacturing Engineering Library & Information Science Materials Science & Nanotechnology Mechanical Engineering Physics Social Sciences Other

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Strategi Pemasaran Digital dalam Mendorong Keputusan Pembelian Produk Olahan Pisang di Indonesia Zainudin, Muhamad; Maulidah, Silvana; Riana, Fitria Dina
Image : Jurnal Riset Manajemen Vol 11, No 2 (2023): Image : Jurnal Riset Manajemen
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/image.2023.023

Abstract

The growth of banana production in East Java faces online marketing challenges and stagnant production capacity. CV. Haza Food Indonesia needs to improve its digital marketing strategy and production efficiency as well as build consumer trust to expand the market and have a positive impact on the local economy. This research aims to explore steps to increase company production capacity, through digital marketing on purchasing decisions for processed banana products in Indonesia. Using SmartPLS 4, 201 potential consumers participated via an online questionnaire. The research results show a significant relationship between social media and purchasing decisions, as well as between eWOM and purchasing decisions. Social media also influences purchasing decisions through eWOM. These findings are consistent with previous research on the positive influence of social media and eWOM on purchasing decisions. These findings provide strategic insight for companies in optimizing digital marketing of processed banana products in the Indonesian market.
Co-Authors A. Wahib Muhaimin Abdul Wahib Muhaimin Abdul Wahib Muhaimin Abdul Wahib Muhaimin Afrizal Wisnu Wardana Agus Tjahjono Agustina Shinta Agustina Shinta Agustina, Silvina Alia Fibrianingtyas Andrean Eka Hardana Andrean Eka Hardana Anisa Aprilia Anisa Aprilia Anisah Anisah Aprilia, Della Ardiyanto, Anang Nur Arif Yustian Maulana Noor Aswar, Ravita Nila Awuk, Melania Bawana, Surya Praja Dwi Budi Setiawan Budi Setiawan Budi Setiawan Budi Setiawan Cholista Ferry Irawan Dafit Bayu Prasetiyo Deana Aulia Juvitasari Destyana Ellingga Pratiwi Dina Riana, Fitria Djauharie, M. Edo Nanda Pratama Djoko Koestiono Djoko Koestiono Djoko Koestiono Dwi Laila Maulida Dwi Laila Maulida Edi Dwi Cahyono EFFY YUSWITA EFFY YUSWITA Elita Dewi, Heptari Elva Rahmat W Erlin Dwi Wardani Fahmi Yudhi F. Fath, Sabil Fajar Fenny Kusumawardani Fikroh, Nubdatul Fitria Dina Riana Fitrotul Laili Hardana, Andrean Eka Hasanah, Miftaul Hendra Kurniawan Heptari Elita Dewi Heru HS Santoso Ilmi Pariasa, Imaniar Imaniar Ilmi Pariasa Johannes Maruli Tua Juvitasari, Deana Aulia Kusriningtyas, Destin Fitriah Lailatus Sa'adah, Siti Larasati, Ami Retno Lin, Chun-Nan May Vindari Mekasari, Firsta Koesdyah Moh. Shadiqur Rahman Muhamad Zainudin Murning Nike Shelvi Yannasari Ningsih, Eka Indah Suprapti Noor, Arif Yustian Maulana Novi Haryati Novi Haryati Nurirrozak, Muhamad Zahran Paramita Dwiasti Ramadhani Pramudita, Ranatasya Prasetyaningrum, Dian Islami Priyo Wicaksono Putri, Della Aprilia Danaparamita Rachman Hartono Rachman Hartono Rachman Hartono Ratutria, Salwa Eugenia Ratya Anindita Ratya Anindita Rayesa, Neza Fadia Risanda, Aisya Riski Agung Lestariadi Riskina Aulawiah Riyanti Isaskar Rokhman, Arif Rosihan Asmara Sa’adah, Siti Lailatus Shaleh, Mohammad Ilyas Sholikhah, Anna Nafiah Karimatus Silvina Agustina Sonya Lisabel Malelak Sonya Lisabel Malelak Suhartini Suhartini Syafrial Taufik Rizal Dwi Adi Nugroho TJONG AGUNG SURYAWIJAYA Usda Kristina Tassariya Usmanisa, Maslikhatur Rodiyah Sita Werdiavy, Renno Yerho David Hasudungan Harahap yulianti, Nurdiana Yuswita, Effy