Strategi Pemasaran Berdasarkan Tingkat Literasi Digital Petani Penerima Pupuk Bersubsidi di Indonesia

Wiyanto, Wiyanto (2025) Strategi Pemasaran Berdasarkan Tingkat Literasi Digital Petani Penerima Pupuk Bersubsidi di Indonesia. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Digitalisasi di sektor pertanian membutuhkan literasi digital petani. Terdapat beragam ukuran literasi digital. Faktor demografi dan sosial ekonomi dapat memengaruhi tingkat literasi digital petani. Tingkat literasi digital petani dapat memengaruhi pilihan strategi pemasaran (termasuk pemasaran digital) yang digunakan. Penelitian ini bertujuan untuk mengukur tingkat literasi digital petani penerima pupuk bersubsidi, menganalisis faktor yang memengaruhi literasi digital petani, dan merumuskan rekomendasi strategi pemasaran yang sesuai dengan literasi digital petani. Wawancara yang dipandu kuesioner digunakan untuk mengukur literasi digital, data demografi dan sosial ekonomi dari 70 petani responden. Pemodelan dengan model regresi logistik biner digunakan untuk melihat hubungan literasi digital dengan faktor yang memengaruhinya. Hasil penelitian menunjukkan bahwa sebagian besar petani penerima pupuk bersubsidi (65%) masih digolongkan tidak terliterasi secara digital, dan sisanya telah terliterasi digital dengan baik. Hasil penelitian ini menunjukkan adanya hubungan negatif yang signifikan antara tingkat literasi digital dan usia petani. Sedangkan faktor pendidikan, pendapatan, pengalaman bertani, dan keaktifan dalam kelompok tani tidak memiliki korelasi dengan tingkat literasi digital petani. Direkomendasikan strategi pemasaran secara omni-channel, meskipun dengan menitik beratkan pada saluran pemasaran offline. Saluran yang dapat direkomendasikan untuk digunakan adalah TV, Event di Retail Outlet, Penyuluhan (person to audience), poster, merchandising (offline), community marketing (offline dan online), dan konten video melalui Youtube dan Tiktok (online). Ketua kelompok tani hendaknya digunakan sebagai pintu masuk secara offline dan online untuk community marketing, karena seluruh ketua kelompok tani telah terliterasi secara digital. ================================================================================================================================
Digitization of agriculture sector requires digital literacy of farmers. There were various measures of digital literacy. Demographic and socio-economic factors can influence farmers' digital literacy levels. The level of digital literacy of farmers can influence the option of marketing strategies (including digital marketing) that are effective to use. The objectives of the research were to measure the digital literacy level of subsidized fertilizer recipient farmers, analyze the factors that influence farmers' digital literacy and formulate recommendations for marketing strategies according farmers' digital literacy. Questionnaire-guided interviews were used to measure digital literacy, demographic and socioeconomic data of 70 respondent farmers. Modelling with a binary logistic regression model was used to see the relationship between digital literacy and the factors that influence it. The results showed that most farmers receiving subsidized fertilizers (65%) were still classified as digitally illiterate, and the rest were well digitally literate. The results of this study showed a significant negative relationship between the level of digital literacy and farmers' age. Furthermore, education, farmer’s income, farming experience and farmer group involvement did not correlate with farmers' digital literacy level. Omni-channel marketing strategies were recommended, although with an emphasis on offline marketing channels. Channels that could be recommended for use are TV, Events at Retail Outlets, person to audience, posters, merchandising (offline), community marketing (offline and online), and video content through Youtube and Tiktok (online). Farmer group leaders should be used as offline and online entry points for community marketing, because all farmer group leaders are digitally literate.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	digital literacy, farmer, marketing strategy, subsidized fertilizer
Subjects:	S Agriculture > S Agriculture (General) S Agriculture > S Agriculture (General) > S633.5 Fertilizers
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Wiyanto Wiyanto
Date Deposited:	31 Jan 2025 08:39
Last Modified:	31 Jan 2025 08:39
URI:	http://repository.its.ac.id/id/eprint/117095

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