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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Journal of Energy, Mechanical, Material and Manufacturing Engineering Jurnal Widyaiswara Indonesia International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) JUPADAI : Jurnal Pengabdian Kepada Masyarakat
Mohammad Jufri
University Of Muhammadiyah Malang
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Nursing Public Health Social Sciences Other

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Pengaruh Digital Marketing Terhadap Keputusan Konsumen Dalam Membeli Produk Hidroponik Melalui Platform Media Sosial Fauzia, Lily; Septiyana, Anjeli; Jufri, Mohammad; Darus, Mozard Bahauddin; Pebriyani, Dian
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 2 (2024): Juli 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i2.14850

Abstract

Hydroponics farming is an urban farming system that is being developed and marketed through social media.. The phenomenon that occurs is that hydroponic vegetables purchased via social media tend to be more expensive than those purchased directly due to shipping costs, however there are some consumers who choose to switch their purchases from conventional to online. The purpose of this study are to analyze the types of digital marketing platforms that are most widely used by consumers in purchasing hydroponic vegetable products at Binjai Hydroponics and to analyze the relationship between purchasing motivation, product quality, promotion, trust and perceived ease with consumer decisions in purchasing hydroponic vegetable products through online shopping at Hydroponics Binjai . The determination of Binjai Hydroponics, East Binjai District as the research location was determined purposively, because Binjai Hydroponics is the only hydroponic business that has marketed its products through social media in East Binjai Distict. Sampling method using Snowball Sampling, with a sample size of 60. The sample units used are consumers who have purchased Binjai Hydroponics Vegetables through online shopping. The method used in this research is descriptive qualitative analysis and Spearman’s rank test. The results of the analysis show that the type of Digital Marketing media platform most used by consumers in purchasing vegetable products at Binjai Hydroponics is Social Media W as many as 28 people or 46,7% and purchase motivation, product quality, promotion, trust and perceived ease have a significant correlation (relationship) with consumer decisions in buying hydroponic vegetable products through online shopping. Purchasing motivation has a low relationship strength, Product quality and promotion have a strong relationship strength, Trust and Perceived ease have a medium relationship strength.
Co-Authors Abrar, Mohammad Masril Ali Saifullah Alvendo Wahyu Aranski Billy Muhammad Burhan, Rifatul Mahmudah candra, joni eka Darus, Mozard Bahauddin Daryono Dini Kurniawati Eko Hariyadi Hargiani, Fransisca Xaveria Hasanuddin Hasanuddin Hasanuddin Hasanuddin Heni Hendaryati Lily Fauzia Lily Fauzia Mozart Bahauddin Darus Mulyono Nasution, Nadia Widari Noviardi, Refli Pebriyani, Dian Risky Chandra Septiyana, Anjeli Tiya Veronica Yeshar Ego Ginola