Impact of digital knowledge on the adoption of digital marketing in the ron sejahtera women's farmer group, Cemani
DOI:
https://doi.org/10.61511/jane.v1i2.2024.1719Keywords:
digital marketing, digital marekting adoption, e-commerce, knowledge, women’s farmers groupAbstract
Background: Ron Sejahtera Women Farmers Group (KWT) is an activity in the smallest sphere of society that has fresh and processed agricultural products. These products are difficult to market using traditional methods, so the potential for using digital marketing is wide open. The adoption of digital marketing is important in order to be able to develop broader marketing. The adoption of digital marketing as a form of digital technology development is influenced by knowledge, perceptions of digital marketing, and daily consumer behavior. Methods: This research is an experimental research with 30 respondents located at KWT Ron Sejahtera in Cemani Village. The analysis method uses logit regression to determine the factors that influence the adoption of digital marketing and the t-test to assess the effectiveness of socialization as a form of knowledge addition about the adoption of digital marketing. Finding: The results show that knowledge has an important role in adopting digital marketing with socialization. Socialization significantly increases the knowledge of KWT Ron Sejahtera members. Other factors that influence the adoption of digital marketing in KWT Ron Sejahtera are knowledge about digital marketing, perception towards digital marketing, and participation as a member of KWT Ron Sejahtera. Conclusion: Increasing knowledge through socialization is important to be initiated by the government, private sector, and other stakeholders.
References
Abdillah, M. A., & Sholihah, D. D. (2023). Pemanfaatan digital marketing bagi UMKM guna mendukung tercapainya SDGs desa kewirausahaan di Kelurahan Plosokerep Kota Blitar. Jurnal Nusantara Berbakti, 1(4), 25–32. https://doi.org/10.59024/jnb.v1i4.191
Adi, P., Mulyani, R., Putri, A. N. H., Saputri, C. I., Alfiyah, H., Widyadana, J. R. A., Ma’rifah, K., & Khabibah, L. N. (2023). Pemberdayaan masyarakat melalui pelatihan digital marketing pada UMKM produk pertanian di Desa Bodag, Madiun, Jawa Timur. Prima: Journal of Community Empowering and Services, 6(2), 126. https://doi.org/10.20961/prima.v6i2.65249
Asmawati, A., Ahmad, I., Suwarni, E., Alita, D., & Hasrina, C. D. (2024). Online marketing readiness of MSMEs in Indonesia: A perspective of technology organizational environmental framework. Journal of Economics, Business, and Accountancy Ventura, 27(1). https://doi.org/10.14414/jebav.v27i1.3399
Bastomi, M., Hermawan, A., & Handayati, P. (2023). The effect of digital literacy, e-commerce business trend, mobile payment, income expectations on intention in digital-based entrepreneurship. International Journal of Applied Finance and Business Studies, 11(3), 688–698. https://doi.org/10.35335/ijafibs.v11i3.196
Ghozali. (2012). Aplikasi analisis multivariate dengan program IBM SPSS. Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Prentice Hall.
Hosmer, D. W., Jr., Lemeshow, S., & Sturdivant, R. X. (2013). Applied logistic regression (3rd ed.). John Wiley & Sons.
Irawan, E. (2023). Literature review: Literasi digital, literasi ekonomi, dan inovasi bisnis mempengaruhi manajemen strategi pemasaran usaha mikro kecil menengah. Ebisman, 1(4), 30–41.
Mazwan, M. Z., Widiana, L., & Noviandini, R. W. (2022). Interest and determining factors for digital product adoption: A case of tape makers in Malang, Indonesia. Agricultural Social Economic Journal, 22(2), 87–94. https://doi.org/10.21776/ub.agrise.2022.022.2.2
Nanda, D. R. T. W., Sari, A. P., & Saroyo, P. (2023). Evaluasi penggunaan media sosial Instagram untuk pemasaran online produk olahan salak unit Kelompok Wanita Tani (KWT) Purwobinangun. Agrointek, 17(2), 328–334. https://doi.org/10.21107/agrointek.v17i2.13910
Panggelo, S. L., Yarangga, R., & Rashela, W. (2024). Marketing digitalization readiness of MSMEs assisted by the Bandung City Chamber of Commerce and Industry. Multifinance, 1(3), 306–312. https://doi.org/10.61397/mfc.v1i3.213
Pemerintah Provinsi Jawa Tengah. (2018). Sukoharjo, masuk 100 smart city Indonesia. https://jatengprov.go.id/beritadaerah/sukoharjo-masuk-100-smart-cityindonesia/
Puspita, Y. H., Sugihardjo, S., & Suwarto, S. (2024). Hubungan karakteristik petani dengan tingkat adopsi inovasi Opip Padi 400 di Kecamatan Bendosari Kabupaten Sukoharjo. Agritexts: Journal of Agricultural Extension, 47(1), 45. https://doi.org/10.20961/agritexts.v47i1.70474
Putra, K. E. S., Atmaja, I. M. D., & Ariasih, M. P. (2023). Pelatihan pemasaran 4.0 untuk meningkatkan KWT Pawitrena Satya Laksmi menuju agribisnis yang berdaya saing. Proceeding Senadimas Undiksha 2023, 8, 648–655.
Rahman, A., & Dewantara, R. Y. (2017). Pengaruh kemudahan penggunaan dan kemanfaatan teknologi informasi terhadap minat menggunakan situs jual beli online (Studi kasus pada pengguna situs jual beli “Z”). Jurnal Administrasi Bisnis (JAB), 52(1). https://id.techinasia.com
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). Wiley.
Sugiyono. (2016). Metode Penelitian Kunatitatif Kualitatif dan R&D. Alfabeta, Bandung.
Sunandes, A., Puspitorini, P., Winurdana, A. S., & Pitaloka, D. (2024). Implementasi digital marketing booster fermentasi mandiri dalam peningkatan pendapatan Kelompok Tani Lestari II. Ajad: Jurnal Pengabdian Kepada Masyarakat, 4(2), 259–266. https://doi.org/10.59431/ajad.v4i2.336
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2024 Didik Suryadi, Dewi Nawang Suprihatin, Rehino Yanu Seto, Muhammad Fariz Yoga Pranata, Dimar Hantari, Anditya Gilang Rizky, Aulia Addilah, Bela Tri Wijayanti, Febry Nur Hidayati
This work is licensed under a Creative Commons Attribution 4.0 International License.
