Kholifa, Umi Nur (2025) Persepsi dan Pengambilan Keputusan Petani Apel Terhadap Penggunaan Digital Marketing di Desa Tulungrejo, Kecamatan Bumiaji, Kota Batu. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text
20024010096.pdf Download (1MB) |
|
Text (Bab 1)
Bab 1.pdf Download (369kB) |
|
Text (Bab 2)
Bab 2.pdf Restricted to Repository staff only until 10 September 2027. Download (527kB) |
|
Text (Bab 3)
Bab 3.pdf Restricted to Repository staff only until 10 September 2027. Download (400kB) |
|
Text (Bab 4)
Bab 4.pdf Restricted to Repository staff only until 10 September 2027. Download (658kB) |
|
Text (Bab 5)
Bab 5.pdf Download (269kB) |
|
Text (Daftar Pustaka)
Daftar Pustaka.pdf Download (274kB) |
|
Text (Lampiran)
Lampiran.pdf Restricted to Repository staff only Download (1MB) |
Abstract
The difference in farmers' perceptions toward the use of digital marketing as a marketing strategy indicates that not all farmers share the same views, understanding, and readiness in adopting such technology. This study aims to analyze the perceptions of farmers who use and do not use digital marketing, and to examine the factors influencing farmers' decision-making in adopting digital marketing. The research was conducted in Tulungrejo Village, Bumiaji District, Batu City. The research method used was a quantitative approach. The sample consisted of 90 farmers, divided into two categories: 54 farmers who use digital marketing and 34 who do not. The first objective was analyzed using descriptive quantitative analysis with a Likert scale, while the second objective was examined using binary logistic regression. The results showed that farmers’ perception of digital marketing scored an average of 4.15, categorized as high. The variables of age, motivation, social support, and resource availability significantly influenced farmers’ decision to use digital marketing, each with a significance value below 0.05. Meanwhile, the variables of education level, farming duration, and access to technology did not have a significant effect on the decision to use digital marketing.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||||||
| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | UMI NUR KHOLIFAH | ||||||||||||
| Date Deposited: | 11 Sep 2025 03:29 | ||||||||||||
| Last Modified: | 11 Sep 2025 03:29 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42444 |
Actions (login required)
 |
View Item |