Utilization of Digital Marketing in Food Agricultural Business

Widya Fitriana (), Zednita Azriani and Rika Hariance
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Widya Fitriana: Universitas Andalas, Social Economic of Agriculture (Agribusiness)
Zednita Azriani: Agricultural Economic, Universitas Andalas
Rika Hariance: Universitas Andalas, Social Economic of Agriculture (Agribusiness)

A chapter in Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022), 2023, pp 688-698 from Springer

Abstract: 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.

Keywords: Digital Marketing; Agricultural Online Marketing; Purchasing Decision (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-350-4_68

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