Pengaruh Literasi Digital Terhadap Literasi E-Marketing Pada Petani

Vinira Hesta Fharaz, Nunung Kusnadi and Dwi Rachmina

Journal of Indonesian Agribusiness, 2022, vol. 10, issue 1

Abstract: E-marketing has various advantages and can be used as an alternative for marketing. However, the use of e-marketing in the agricultural sector is still low even though the agricultural sector has the potential to be developed in the form of e-marketing. The use of e-marketing requires farmers to have the ability to master technology or known as digital literacy skills. The higher digital literacy of farmers is expected to increase e-marketing literacy in the agricultural sector. The study aims to measure the level of digital literacy and e-marketing literacy of farmers and analyze the effect of digital literacy on the e-marketing literacy of farmers. The sample used in the study was a 21 samples farmers who partnered with Sayurbox. The level of digital literacy and e-marketing literacy among farmers is measured by Partial Least Square Path Modeling (PLSPM). In addition, the analysis of factors affecting digital literacy and e-marketing literacy of farmers used multiple linear regressions. The results showed that farmers' level of digital literacy and e-marketing literacy was in the moderate category. In the digital literacy section, farmers have weaknesses in the sub-construct of information retrieval and the security and the use of technology. Meanwhile, in e-marketing literacy, farmers have weaknesses in developing information sub-construct that received. Then, digital literacy has a significant positive effect on e-marketing literacy. It showed that digital literacy can measure a farmer's e-marketing literacy. Meanwhile, education significantly affected digital and e-marketing literacy, while age has a significant positive effect on e-marketing literacy.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/371631/files/3 ... 08-1-10-20220624.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:ipbjia:371631

Access Statistics for this article

More articles in Journal of Indonesian Agribusiness from IPB University Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().