Model Integratif Faktor Internal, Eksternal, dan Psikologis terhadap Keputusan Adopsi Digital Marketing pada Agroindustri Nanas di Desa Tangkit Baru
Authors
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Ratumas Rissa Fitriyani
Universitas Jambi
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Rosyani Rosyani
Universitas Jambi
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Ira Wahyuni
Universitas Jambi
DOI:
https://doi.org/10.36312/bggs5k33Keywords:
Digital Marketing; Agroindustri Nanas; Adopsi Teknologi; UMKM; PLS-SEMAbstract
Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi keputusan penggunaan digital marketing pada agroindustri nanas di Desa Tangkit Baru Kecamatan Sungai Gelam Kabupaten Muaro Jambi. Permasalahan utama dalam penelitian ini adalah rendahnya tingkat adopsi digital marketing oleh pelaku usaha meskipun memiliki potensi produksi yang tinggi. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori dan metode analisis Partial Least Square Structural Equation Modeling (PLS-SEM). Data dikumpulkan melalui wawancara dan kuesioner terhadap 75 responden dengan teknik sensus. Variabel penelitian terdiri dari faktor internal, faktor eksternal, serta faktor psikologi dan perilaku yang memengaruhi keputusan penggunaan digital marketing. Hasil penelitian menunjukkan bahwa ketiga faktor tersebut berpengaruh signifikan terhadap keputusan penggunaan digital marketing. Faktor psikologi dan perilaku, khususnya persepsi manfaat dan kemudahan penggunaan, menjadi faktor dominan dalam mendorong adopsi teknologi. Selain itu, faktor eksternal seperti infrastruktur internet dan dukungan pemerintah turut memperkuat keputusan pelaku usaha. Kesimpulan penelitian menunjukkan bahwa keputusan penggunaan digital marketing merupakan hasil interaksi antara kesiapan individu, dukungan lingkungan, serta persepsi terhadap teknologi.
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Copyright (c) 2026 Ratumas Rissa Fitriyani, Rosyani Rosyani, Ira Wahyuni
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