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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Agro Bali: Agricultural Journal
Darus, Mozard Bahauddin
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Agriculture, Biological Sciences & Forestry

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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.
Disparities in Consumer Preferences for Procuring Vegetables Between Traditional and Modern Markets Zulfida, Ida; Siregar, Nur Mawaddah; Darus, Mozard Bahauddin; Lindawati, Lindawati
Agro Bali : Agricultural Journal Vol 8, No 1 (2025)
Publisher : Universitas Panji Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37637/ab.v8i1.2160

Abstract

Consumer preferences for vegetables reflect the decision to buy them in traditional vs contemporary marketplaces, impacted by several circumstances. This article analyzes the impact of pricing, product quality, product completeness, facilities, and services on vegetable purchasing in modern and traditional marketplaces, utilizing the Structural Equation Modeling (SEM) approach within the Smart-PLS 4.0 program. The research utilized primary data collected from 96 participants across six modern and traditional marketplaces in Medan City. The findings of this study reveal disparities in the factors influencing traditional and modern marketplaces. In conventional marketplaces, price, product variety, and service substantially influence customer preferences for vegetables, although product quality and amenities do not significantly impact these choices. In contemporary marketplaces, product quality, facilities, and services substantially influence customer preferences for purchasing vegetables, although price and product completeness have no major impact on these choices. Affordability, product comprehensiveness, and service quality are essential considerations for consumers shopping in traditional marketplaces. This component must be sustained to be competitive in contemporary markets. Moreover, amenities are a crucial issue to consider for the coexistence of traditional markets alongside modern marketplaces. 
Co-Authors Ida Zulfida, Ida Lily Fauzia Lindawati Lindawati Mohammad Jufri Pebriyani, Dian Septiyana, Anjeli Siregar, Nur Mawaddah