<![CDATA[The study aims to: 1) identify the types and content of social media used by Kiana Farmhouse in Purwodadi District, Purworejo Regency; 2) Determine the sales trends of premium melons at Kiana Farmhouse; 3) Asses the effectiveness of social media as promotinal tool for premium melons at Kiana Farmhouse. A survey method was emplyoyed. Data analysis utilized descriptive analysis and a Likert scale, involving 100 informants comprising the marketing team, the owner, and customers of Kiana Farmhouse. The results indicate that Kiana Farmhouse utilizes five social media platforms; Instagram, Tiktok, YouTube, Whats app, and Facebook. Premium melon sales trends at Kiana Farmhouse fluctuated across the observed planting seasons, influenced by varying availability among the premium melon varieties; the Sweet Hami, Kirin, and 101 Dalmatians varieties were produced and sold in the highest volumes during nearly every harvest season. Regarding promotional effectiveness, the platforms were generally found to be effective, with TikTok standing out as a highly effective medium for marketing premium melons at Kiana Farmhouse. These findings demonstrate that all five social media platforms are effective tools for promoting premium melons.]]>
Copyrights © 2026
