DIGITAL ENTREPRENEURSHIP PADA PETANI HORTIKULTURA: PENGARUH KUALITAS PRODUK DAN STRATEGI PEMASARAN TERHADAP PERSEPSI PENDAPATAN PETANI MELALUI PEMANFAATAN MEDIA SOSIAL (STUDI KASUS PETANI DESA AMPRENG KABUPATEN MINAHASA)

Vikaristi Emor (Universitas Sam Ratulangi)
Imelda W. Ogi (Universitas Sam Ratulangi)
Christoffel M. O. Mintardjo (Universitas Sam Ratulangi)

JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)
Vol 13 No 1 (2026): JMBI UNSRAT Volume 12 Nomor 3

This study aims to analyze the effect of product quality and marketing strategy on farmers’ income perception through the mediating role of social media utilization within the context of digital entrepreneurship among horticultural farmers in Ampreng Village, Minahasa Regency. This research employed a quantitative approach with a survey method by distributing questionnaires to 77 respondents. Data were analyzed using path analysis and PROCESS Macro in SPSS. The results show that product quality and marketing strategy have positive and significant effects on social media utilization. In addition, product quality, marketing strategy, and social media utilization positively and significantly influence farmers’ income perception. The mediation test indicates that social media utilization mediates the effects of product quality and marketing strategy on farmers’ income perception. These findings highlight the importance of product quality improvement, effective marketing strategy implementation, and social media optimization as part of digital entrepreneurship practices to strengthen agricultural marketing performance and farmers’ income perception in the digital era.