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All Journal JURNAL AGRIBISAINS Jurnal Ilmiah Manajemen Kesatuan
Ellyta
Universitas Panca Bhakti, Indonesia
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Social Sciences Other

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Digital Promotion Effectiveness Of Hydroponic Products On Instagram: Evidence From Pontianak Ellyta; Hilaria Agustina Gafvi; Hardi Dominikus Bancin
JURNAL AGRIBISAINS Vol. 12 No. 1 (2026): Jurnal AgribiSains
Publisher : Universitas Djuanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30997/jagi.v12i1.23892

Abstract

Digital promotion via Instagram is increasingly vital for agribusiness, yet the simultaneous effects of content quality, brand image, and trust on promotion effectiveness remain underexplored for hydroponic products. This study examines causal relationships among content quality (X₁), brand image (X₂), trust (X₃), and digital promotion effectiveness (Y) at Hidroponti, a hydroponic enterprise in Pontianak. Using a quantitative explanatory design, 150 respondents were selected through purposive sampling and analyzed via PLS-SEM using SmartPLS 3.0. Brand image (β = 0.847; p < 0.001) emerged as the dominant predictor, followed by content quality (β = 0.271; p < 0.001), while trust showed a significant negative effect (β = −0.184; p < 0.001). The model achieved R² = 0.847. Managerially, hydroponic businesses should prioritize consistent brand image investment, enhance content quality, and differentiate promotional strategies between new and loyal consumer segments to maximize Instagram promotion effectiveness.
Innovative Agricultural Financing Models to Enhance Farmers’ Access to Sustainable Credit and Investment Riantin Hikmah Widi; Agus Suprapto; Ellyta
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3387

Abstract

Farmers’ access to sustainable finance remains a persistent structural barrier to agribusiness development in many developing countries. In Indonesia, conventional credit schemes often fail to align with the seasonal nature and risk profile of agriculture, limiting productivity and financial inclusion among smallholder farmers. This study aims to evaluate innovative financing models that can improve access to credit and sustainable investment in three agrarian regions: Kulon Progo, Jember, and Tanah Datar. Using a qualitative multiple case study approach, the research examines the design and implementation of value chain financing, blended finance mechanisms, and digital lending platforms within varying local agricultural contexts. The findings reveal that value chain financing in Kulon Progo significantly reduced non-performing loan rates to 1.2%; digital lending in Jember reached over 3,200 young farmers; and blended finance in Tanah Datar contributed to a 26% increase in household income. These results highlight the importance of coordination among agribusiness actors, financial institutions, and enabling policy frameworks. The study contributes practical insights for policymakers by identifying key success factors such as adaptive regulation, improved digital infrastructure, and institutional partnerships needed to scale inclusive financing models and enhance the resilience of Indonesia’s smallholder farmers.
Co-Authors agus suprapto Hardi Dominikus Bancin Hilaria Agustina Gafvi Riantin Hikmah Widi