Utilization of Digital Marketing in Food Agricultural Business

DOI

10.2991/978-94-6463-350-4_68How to use a DOI?

Keywords

Digital Marketing; Agricultural Online Marketing; Purchasing Decision

Abstract

Advances in information technology, especially the internet, have affected all economic activities in Indonesia, including business activities and trade in agricultural products. Previous digital marketing research has mainly highlighted its practice in developed countries for non-agricultural commodities and using the point of view of businesses and sellers. In contrast, digital marketing research in developing countries, especially for agricultural products, using the consumer-side perspective still needs to be improved. This research is here to fill the research gap. This study analyzes the factors influencing consumer decisions in using digital marketing to purchase agricultural products. Data collection was carried out by surveying 200 consumers of food agriculture businesses spread across all regencies/cities in West Sumatra, Indonesia. Data were analyzed using logit regression. The results showed that digital marketing was significantly influenced by education level and digital lifestyle, while gender, income, number of families, age, and reference group had no significant effect. The higher the level of consumer education and the more intensive and digital living culture it has, the more significant the proportion of consumers using e-marketing to purchase agricultural products. This study recommends targeting highly educated consumers with a digital culture by intensifying the use of websites, social media, and viral marketing as marketing media for agricultural products.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Widya Fitriana
AU  - Zednita Azriani
AU  - Rika Hariance
PY  - 2024
DA  - 2024/01/10
TI  - Utilization of Digital Marketing in Food Agricultural Business
BT  - Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
PB  - Atlantis Press
SP  - 688
EP  - 698
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-350-4_68
DO  - 10.2991/978-94-6463-350-4_68
ID  - Fitriana2024
ER  -