Digital Marketing Adoption Among Food Products Home Industry: A Study of Melinjo Chips Producer In Bantul

Berkala Ilmiah AGRIDEVINA

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Title Digital Marketing Adoption Among Food Products Home Industry: A Study of Melinjo Chips Producer In Bantul
 
Creator Akhmadi, Heri; Universitas Muhammadiyah Yogyakarta
 
Subject digital marketing adoption; chips marketing; home industry; melinjo chips
 
Description Digital marketing has become a new trend recently, which is not only applied by large-scale industries but also small industries. Similarly, melinjo chips home industries producer, some of whom have implemented digital marketing using their devices. This study aims to describe the marketing conditions of the melinjo chips and to determine the perceptions of melinjo chips producers towards the adoption of digital marketing. Data were collected through interviews with 63 producers of the melinjo chips selected using census method from all producers in Pandak District, Bantul Regency, Yogyakarta Special Region. Descriptive analysis and 5-point Likert Scale were used to determine the producers’ perception of the adoption of digital marketing in the marketing of melinjo chips. The results showed that in general, the marketing of melinjo chips was mostly using conventional marketing, although some producers have implemented digital marketing. Moreover, the adoption of digital marketing was perceived in neutral category. The neutral perception was due to the fact that although the adoption of digital marketing has positive view such as benefits, and marketing efficiency, there were also obstacles in using it, not providing innovation and low trust in digital marketing technology. DOI : https://doi.org/10.33005/adv.v10i1.2614
 
Publisher UPN VETERAN JAWA TIMUR
 
Contributor
 
Date 2021-07-21
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://ejournal.upnjatim.ac.id/index.php/sear/article/view/2614
10.33005/adv.v10i1.2614
 
Source Berkala Ilmiah AGRIDEVINA; Vol 10, No 1 (2021): BERKALA ILMIAH AGRIBISNIS AGRIDEVINA; 1 - 12
 
Language en
 
Rights Agridevina is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
 

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