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ANALISIS PEMANFAATAN DIGITAL MARKETING SEBAGAI MEDIA PEMASARAN PRODUK (STUDI PADA USAHA KULINER YANG BERMITRA DENGAN APLIKASI JASA TRANSPORTASI ONLINE DI KOTA KENDARI)

Jurnal Ilmiah Penyuluhan dan Pengembangan Masyarakat · Vol. 4 No. 1 (2024) · pp. 1–11

DOI
10.56189/jippm.v4i1.47401
ISSN
2775-7145
Published
2024-03-30
Publisher
Fakultas Pertanian Universitas Halu Oleo
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

This study aims to analyze the extent to which digital marketing is utilized and its correlation with business characteristics and actors in the culinary industry that partner with online transportation service providers in Kendari City. The study population consists of 220 culinary businesses that partner with the Grab online transportation service application in Kendari City. The sample was selected using a simple random sampling technique. The sample size of 42 was determined using the Slovin formula with an error rate of 15%. The study employed a quantitative approach, and data analysis was conducted using descriptive analysis, Chi Square test, and contingency correlation test. The study revealed that only 30 culinary businesses in Kendari City, which partnered with online transportation service applications, utilized digital marketing as a marketing medium. Among them, only 12 businesses had a high level of utilization. The Chi Square analysis results indicate a weak relationship between the level of utilization of digital marketing and turnover characteristics of business. Business characteristics and business actors were found to have a relationship with the level of utilization of digital marketing.

Keywords

Collaboration network of the authors

40 authors · 118 co-authorship links · 2 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Universitas Gadjah Mada
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Muhammad Aswar LimiUniversitas Halu Oleo26
Lukman YunusAffiliation unknown7
La Ode AlwiUniversitas Halu Oleo4
Usman RianseAffiliation unknown4
wa Ode YusriaAffiliation unknown4
Azhar BafadalUniversitas Halu Oleo3
Ilma Sarimustaqiyma RianseAffiliation unknown3
Idrus SalamUniversitas Halu Oleo3
Munirwan ZaniUniversitas Halu Oleo2
Salamah SalamahAffiliation unknown2
Yusna IndarsyihUniversitas Halu Oleo2
Darwan DarwanAffiliation unknown2
Dewi Nurul CahyaniAffiliation unknown2
Arif RahmanUniversitas Gadjah Mada2
Yully Angryanthy SalamUniversitas Halu Oleo1
Hasyanky M SaragiUniversitas Halu Oleo1
Ahsan Taqwim HasyimUniversitas Halu Oleo1
Sarinah SarinahAffiliation unknown1
Farah AmiratAffiliation unknown1
Muhammad Arief DirgantoroUniversitas Halu Oleo1
La Ode Ilmin YuntafauAffiliation unknown1
Sidarilis SidarilisAffiliation unknown1
Bahari AbdullahAffiliation unknown1
Fitriaman FitriamanAffiliation unknown1
Safitria SafitriaAffiliation unknown1
Musram AbadiUniversitas Halu Oleo1
Sumiman UduUniversitas Halu Oleo1
ABDUL MANANAffiliation unknown1
Hidrawati HidrawatiAffiliation unknown1
Sariamin SahariAffiliation unknown1
Rimat MaulanaAffiliation unknown1
Ririn SafitriAffiliation unknown1
Arif NastainAffiliation unknown1
Mila SariAffiliation unknown1
Ade SaputraAffiliation unknown1
Sardianti SardiantiAffiliation unknown1
Fadel AhmadAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ojs.uho.ac.id/index.php/JIPPM/oai, first harvested 30 Okt 2026, last seen 1 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">ANALISIS PEMANFAATAN DIGITAL MARKETING SEBAGAI MEDIA PEMASARAN PRODUK (STUDI PADA USAHA KULINER YANG BERMITRA DENGAN APLIKASI JASA TRANSPORTASI ONLINE DI KOTA KENDARI)</dc:title>
	<dc:creator>Ramadhani, Kansa Dwi</dc:creator>
	<dc:creator>Saediman, Haji</dc:creator>
	<dc:creator>Fyka, Samsul Alam</dc:creator>
	<dc:subject xml:lang="en-US">Digital Marketing, Culinary Business, Level of Utilization, Characteristics.</dc:subject>
	<dc:description xml:lang="en-US">This study aims to analyze the extent to which digital marketing is utilized and its correlation with business characteristics and actors in the culinary industry that partner with online transportation service providers in Kendari City. The study population consists of 220 culinary businesses that partner with the Grab online transportation service application in Kendari City. The sample was selected using a simple random sampling technique. The sample size of 42 was determined using the Slovin formula with an error rate of 15%. The study employed a quantitative approach, and data analysis was conducted using descriptive analysis, Chi Square test, and contingency correlation test. The study revealed that only 30 culinary businesses in Kendari City, which partnered with online transportation service applications, utilized digital marketing as a marketing medium. Among them, only 12 businesses had a high level of utilization. The Chi Square analysis results indicate a weak relationship between the level of utilization of digital marketing and turnover characteristics of business. Business characteristics and business actors were found to have a relationship with the level of utilization of digital marketing.</dc:description>
	<dc:publisher xml:lang="en-US">Fakultas Pertanian Universitas Halu Oleo</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2024-03-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ojs.uho.ac.id/index.php/JIPPM/article/view/47401</dc:identifier>
	<dc:identifier>10.56189/jippm.v4i1.47401</dc:identifier>
	<dc:source xml:lang="en-US">Jurnal Ilmiah Penyuluhan dan Pengembangan Masyarakat; Vol 4, No 1 (2024): Edisi Maret 2024; 1-11</dc:source>
	<dc:source>2775-7145</dc:source>
	<dc:source>10.56189/jippm.v4i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ojs.uho.ac.id/index.php/JIPPM/article/view/47401/pdf</dc:relation>
	<dc:relation>https://ojs.uho.ac.id/index.php/JIPPM/article/downloadSuppFile/47401/99677</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2024 Jurnal Ilmiah Penyuluhan dan Pengembangan Masyarakat</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>