JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Impact of Digital Literacy and E-Commerce Utilization on Horticultural Farmers’ Production Decisions in Kulon Progo Regency

Pancar Topodriyo (Unknown)
Agus Tri Basuki (Unknown)
Ahmad Ma'ruf (Unknown)

Article Info

Publish Date
23 Mar 2026

Abstract

This study examines how digital literacy and e-commerce utilization influence production decisions among horticultural farmers in Kulon Progo Regency. It aims to analyze the partial and simultaneous effects of both variables on farmers’ production decisions. The study employed a quantitative approach using survey data collected through Likert-scale questionnaires and analyzed with multiple linear regression. The results show that digital literacy and e-commerce utilization have positive and significant effects, both individually and simultaneously, on production decisions. These findings imply that strengthening farmers’ digital capacity and market access may support more effective and adaptive agricultural decision-making. Keywords: Digital Literacy; E-Commerce Utilization; Production Decisions; Horticultural Farmers; Agricultural Marketing; Farmer Behavior

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...