Tingkat Adopsi Inovasi Pemasaran Digital pada Pelaku Agribisnis Olahan Limbah Kelapa di Kecamatan Cimerak Kabupaten Pangandaran

Perdi Setiawan, Iwan Setiawan, Lucyana Trimo, Hepi Hapsari

Abstract


The problem that is the centre of attention in agribusiness development is the effort to accelerate the process of technological innovation, both a new innovation and modification of the agribusiness system, then transform it into the basis for the development of the agribusiness. The purpose of this study was to analyse the level of adoption of digital marketing innovations in coconut waste processed agribusiness actors in Cimerak District, Pangandaran Regency. This research uses quantitative research design with survey method. The analysis used was descriptive analysis and inferential analysis. The results showed that the level of adoption of digital marketing innovations in coconut waste processed agribusiness actors in Cimerak District, Pangandaran Regency was high. In addition, the adoption of digital marketing innovations is also influenced by several variables, namely education, income, and accessibility of agribusiness actors. An increase in these variables will increase the speed of processed coconut waste agribusiness actors in adopting digital marketing innovations.

Keywords


Adopsi Inovasi, Pemasaran Digital, Pelaku Agribisnis, Olahan Limbah Kelapa

References


Bekmurzaev, I D. & Dadaev, Y.E. (2021). Implementation of Green, blue and circular economy concepts within the sustainable development goals. AIP.

Budiman, F., & Arza, F. I. (2013). Pendekatan Technology Acceptance Model Dalam Kesuksesan Implementasi Sistem Informasi Manajemen Daerah. Jurnal WRA, 1(1), 87-110. https://doi.org/10.12345/ijebam.v1i1.5

Burhansyah, R. (2014). Faktor-Faktor Yang Mempengaruhi Adopsi Inovasi Pertanian Pada Gapoktan Puap Dan Non Puap Di Kalimantan Barat (Studi Kasus: Kabupaten Pontianak Dan Landak). Jurnal Informatikan Pertanian, 23(1): 65-74. https://dx.doi.org/10.21082/ip.v23n1.2014.p65-74

Charina A., Kusumo RAB., Sadeli AH., & Deliana Y. (2018). Faktor-faktor yang Mempengaruhi Petani dalam Menerapkan Standar Operasional Prosedur (SOP) Sistem Pertanian Organik di Kabupaten Bandung Barat. Jurnal Penyuluhan 14(1). https://doi.org/10.25015/penyuluhan.v14i1.16752

Danial, E, & Warsiah. (2009). Metode Penulisan Karya Ilmiah. Bandung: Laboraterium Pendidikan Kewarganegaraan.

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340. http://dx.doi.org/10.2307/249008

Gardner , C., & Amoroso, D. L. (2004). Development of an instrument to measure the acceptance of Internet technology by consumers. System Sciences (HICSS), Annual Hawaii International Conference. IEEE. https://doi.org/10.1109/HICSS.2004.1265623

Hadining AF., Dianti NP., Haryanti, SA., Wahudin, & Batu Rl. (2019). Analisis Pengaruh Motivasi Terhadap Adopsi Facebook Ads oleh UKM. Jurnal Rekayasa Sistem Dan Industri, 6(1): 10-16. http://dx.doi.org/10.25124/jrsi.v6i1.356

International Labour Organization. (2013). World Social Protection Report 2014/15: Building economic recovery, inclusive development and social justice. International Labour Organization.

Ismiasih, Adnanti MW. & Yusuf IF. (2022). Respon Dan Tingkat Adopsi Petani Terhadap Program Corporate Farming Di Desa Trimulyo Kabupaten Bantul DIY. Jurnal AgribiSains, 8(1). https://doi.org/10.30997/jagi.v8i1.5417

Ministry of Agriculture of the Republic of Indonesia. (2023). Statistik Pertanian Indonesia Tahun 2022. Jakarta: Kementerian Pertanian Republik Indonesia. https://repository.pertanian.go.id/handle/123456789/20025

Pradhan, P., Nigam, D., & Tiwari, Ck. (2018). Digital Marketing and SMEs: An Identification of Research Gap Via Archives of Past Research. Journal of Internet Banking and Commerce, 23(1): 1-14. https://www.icommercecentral.com/open-access/digital-marketing-and-smes-an-identification-of-research-gap-via-archives-of-past-research.pdf

Setiawan P., Setiawan I. & Hapsari H. 2023. Development Pattern Of Kampung Agro Innovation System In Banjar City, Agrisocionomics: Jurnal Sosial Ekonomi Pertanian, vol. 7, no. 3, pp. 671-683, Nov. 2023. https://doi.org/10.14710/agrisocionomics.v7i3.17439

Setiyowati, T., Fatchiya, A. & Amanah, S. (2022). Pengaruh Karakteristik Petani terhadap Pengetahuan Inovasi Budidaya Cengkeh di Kabupaten Halmahera Timur. Jurnal Penyuluhan, 18(2): 208-218. https://doi.org/10.25015/18202239868

Sugiyono. (2012). Memahami Penelitian Kualitatif. Alfabeta.

Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.CV

Syahputra Aw., Hariadi SS., & Harsoyo. (2016). Pengaruh Peran Penyuluh, Motivasi Kerja, dan Sikap Petani Terhadap Adopsi Inovasi Padi Sawah di Aceh Besar. Jurnal Ilmu-Ilmu Pertanian, 23(1): 1-12. https://dx.doi.org/10.55259/jiip.v23i1.241

Umar H. (2000). Metodologi Penelitian, Aplikasi dalam Pemasaran. Jakarta: PT. Gramedia Pustaka Utama.

Wahyudyanti FH., Anantanyu, S., & Widiyanti, E. (2023). Pengaruh Faktor Sosial Ekonomi Petani Terhadap Tingkat Adopsi Inovasi Pupuk Organik Cair Nitrobacter di Kecamatan Jaten, Kabupaten Karanganyar. Journal of Integrated Agricultural Socio Economics and Entrepreneurial Research, 2(1): 1-7. https://doi.org/10.26714/jiasee.2.1.2023.01-07

Wang, Y. M., Lin, H. H., & Tang, T. I. (2003). Determinants of user acceptance of Internet banking: an empirical study. International Journal of Service Industry Management, 4(5): 501-519. https://doi.org/10.1108/09564230310500192

Wibowo, A. (2008). Kajian Tentang Perilaku Pengguna Sistem Informasi dengan Pendekatan Technology Acceptance Model (TAM). Konferensi Nasional Sistem Informasi. Yogyakarta: Universitas Sanata Dharma.

Yuliyani, Budiman, A., & Dewi, M. S. (2016). Generasi Y dan Adopsi Terhadap Internet Banking pada Nasabah dI Indonesia Menggunakan Kerangka Technology Acceptance Model (TAM). Wawasan Manajemen, 4(3), 231-245.




DOI: http://dx.doi.org/10.25157/ma.v11i2.18157

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 perdi setiawan, iwan setiawan, lucyana trimo, hepi hapsari

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

___________________________________________________________________________________

Diterbitkan Oleh :

Fakultas Pertanian Universitas Galuh

Jl. RE Martadinata No. 150 Ciamis 46274

Telepon: 0265-7602739

Email: mimbaragribisnis@gmail.com

 

Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi 4.0 Internasional.

 __________________________________________________________________________________

Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis diindeks oleh: