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PENGARUH SOSIAL MEDIA TERHADAP KEPUTUSAN KONSUMEN PADA PEMBELIAN PRODUK MELON HIDROPONIK DI THE ZAFARM PALEMBANG

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The advancement of digital technology has transformed the marketing approach of agricultural products, including hydroponic melons. The objectives of this study are: (1) To describe the consumer decision-making process in purchasing hydroponic melons at The Zafarm Palembang; and (2) To analyze the factors that influence consumer purchasing decisions through social media. This research employed a survey method with a quantitative approach. The sampling technique used was simple random sampling, involving 30 respondents. Data collection was conducted in April 2024 using questionnaires, and the data were analyzed using binary logistic regression. The results show that age, product price, and education level have a significant influence on purchasing decisions, while income, product quality, and promotion do not have a significant effect. Consumers with higher age and education levels tend to have greater awareness of healthy food consumption. Furthermore, price is a major consideration in purchasing decisions, as melons are not a primary necessity. These findings highlight the importance of digital promotion strategies that are tailored to more mature and well-educated consumer segments.

Availability
Inventory Code Barcode Call Number Location Status
2507003632T176332T1763322025Central Library (Reference)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1763322025
Publisher
Indralaya : Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Sriwijaya.,
Collation
xvii, 97 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
630.07
Content Type
Text
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Agribisnis
Specific Detail Info
-
Statement of Responsibility
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No other version available

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