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All Journal Journal of Entrepreneurial Economics
Hidayati, Febry Nur
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Economics, Econometrics & Finance Social Sciences

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Impact of digital knowledge on the adoption of digital marketing in the ron sejahtera women's farmer group, Cemani Suryadi, Didik; Suprihatin, Dewi Nawang; Seto, Rehino Yanu; Pranata, Muhammad Fariz Yoga; Hantari, Dimar; Rizky, Anditya Gilang; Addilah, Aulia; Wijayanti, Bela Tri; Hidayati, Febry Nur
Journal of Entrepreneurial Economics Vol. 1 No. 2: (Agustus) 2024
Publisher : Institute for Advanced Science, Social, and Sustainable Future

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61511/jane.v1i2.2024.1719

Abstract

Background: Ron Sejahtera Women Farmers Group (KWT) is an activity in the smallest sphere of society that has fresh and processed agricultural products. These products are difficult to market using traditional methods, so the potential for using digital marketing is wide open. The adoption of digital marketing is important in order to be able to develop broader marketing. The adoption of digital marketing as a form of digital technology development is influenced by knowledge, perceptions of digital marketing, and daily consumer behavior. Methods: This research is an experimental research with 30 respondents located at KWT Ron Sejahtera in Cemani Village. The analysis method uses logit regression to determine the factors that influence the adoption of digital marketing and the t-test to assess the effectiveness of socialization as a form of knowledge addition about the adoption of digital marketing. Finding: The results show that knowledge has an important role in adopting digital marketing with socialization. Socialization significantly increases the knowledge of KWT Ron Sejahtera members. Other factors that influence the adoption of digital marketing in KWT Ron Sejahtera are knowledge about digital marketing, perception towards digital marketing, and participation as a member of KWT Ron Sejahtera. Conclusion: Increasing knowledge through socialization is important to be initiated by the government, private sector, and other stakeholders.
Co-Authors Addilah, Aulia Didi Suryadi Hantari, Dimar Pranata, Muhammad Fariz Yoga Rizky, Anditya Gilang Seto, Rehino Yanu Suprihatin, Dewi Nawang Wijayanti, Bela Tri