Pengaruh Pemasaran Produk Pertanian melalui Media Sosial Berbasis Framework 7C terhadap Minat Konsumen Koperasi TAVIDA

Kornelius Kornelius, Dewi Kurniati, Adi Suyatno

Abstract


This research analyses the effect of marketing agricultural products using social media through the 7c framework (context, content, community, customization, communication connection and commerce) at talenta inovasi muda cooperative (tavida). The study uses descriptive quantitative method by taking 100 respondents with purposive sampling. The data were analyzed using pls-sem (partial least squares–structural equation modeling) for understanding the efect of a social media Marketing performance based on 7c dimensions. Results show the promotional effectiveness of agricultural products with respect to social media marketing based on a 7c framework. Among the 7c dimensions, connection and commerce emerge as the most influential aspects, reflecting the importance of accessibility, ease of interaction, and transaction features. Meanwhile, community and customization show relatively weaker performance, suggesting that engagement-building strategies and personalized content are not yet optimally implemented. Overall, the results emphasize that strengthening each 7c component—particularly interactive connectivity and transaction facilitation—can enhance the effectiveness of marketing local agricultural products through social media.

Keywords


Pemasaran Media Sosial, Produk Pertanian, Kerangka 7C, Strategi Pemasaran Digital

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DOI: http://dx.doi.org/10.25157/ma.v12i2.25111

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