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All Journal JURNAL AGRIBISAINS
Agustina Gafvi, Hilaria
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Agriculture, Biological Sciences & Forestry Other

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Digital Promotion Effectiveness Of Hydroponic Products On Instagram: Evidence From Pontianak Ellyta; Agustina Gafvi, Hilaria; Dominikus Bancin, Hardi
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.
Co-Authors Dominikus Bancin, Hardi Ellyta