Pengaruh Pemasaran Digital terhadap Pertumbuhan Volume Penjualan Cabai Rawit di Kolaka Timur Indonesia

Sulastri, Rika; Hartati, Hartati; Syamsinar, Syamsinar

doi:10.37149/jia.v10i5.2079

Akses terbuka Jurnal

Pengaruh Pemasaran Digital terhadap Pertumbuhan Volume Penjualan Cabai Rawit di Kolaka Timur Indonesia

JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian · Vol. 10 No. 5 (2025) · hlm. 510–516

DOI: 10.37149/jia.v10i5.2079
ISSN: 2527-273X
Terbit: 2025-11-30
Penerbit: Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Bahasa: eng
Lisensi: creativecommons.org/licenses/by-sa/4.0/

Abstrak

This research investigates how the use of digital marketing contributes to the growth of bird’s eye chili sales in East Kolaka Regency. The research was conducted in 2024 with 30 chili farmers selected through purposive sampling. The variables studied included digital marketing practices (X) and the resulting sales volume (Y). A quantitative approach was applied, utilizing linear regression to assess the influence of the independent variable on the dependent variable. Data were obtained using structured questionnaire instruments. The study’s results demonstrate that digital marketing has a significant, positive impact on the sales volume of bird’s eye chili. These outcomes underscore the growing relevance of digital marketing in the agricultural sector and highlight the need to improve farmers’ digital skills and access to online platforms.

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5 penulis · 6 tautan kepenulisan bersama · 2 lintas organisasi

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Hasanuddin University
Universitas Muhammadiyah Kendari

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Tampilkan sebagai tabel

Rekan penulis	Organisasi	Artikel bersama
Noer Bahry Noor	Hasanuddin University	1
Adelia U. Ady Mangilep	Hasanuddin University	1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://ejournal.agribisnis.uho.ac.id/index.php/JIA/oai, pertama di-harvest 4 Nov 2026, terakhir terlihat 8 Nov 2026.

Metadata asli (oai_dc)

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	<dc:title xml:lang="en-US">Pengaruh Pemasaran Digital terhadap  Pertumbuhan Volume Penjualan Cabai Rawit  di Kolaka Timur Indonesia</dc:title>
	<dc:creator>Sulastri, Rika</dc:creator>
	<dc:creator>Hartati, Hartati</dc:creator>
	<dc:creator>Syamsinar, Syamsinar</dc:creator>
	<dc:subject xml:lang="en-US">chili farmers</dc:subject>
	<dc:subject xml:lang="en-US">digital marketing</dc:subject>
	<dc:subject xml:lang="en-US">East Kolaka</dc:subject>
	<dc:subject xml:lang="en-US">sales volume</dc:subject>
	<dc:description xml:lang="en-US"> This research investigates how the use of digital marketing contributes to the growth of bird’s eye chili sales in East Kolaka Regency. The research was conducted in 2024 with 30 chili farmers selected through purposive sampling. The variables studied included digital marketing practices (X) and the resulting sales volume (Y). A quantitative approach was applied, utilizing linear regression to assess the influence of the independent variable on the dependent variable. Data were obtained using structured questionnaire instruments. The study’s results demonstrate that digital marketing has a significant, positive impact on the sales volume of bird’s eye chili. These outcomes underscore the growing relevance of digital marketing in the agricultural sector and highlight the need to improve farmers’ digital skills and access to online platforms.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2025-11-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/2079</dc:identifier>
	<dc:identifier>10.37149/jia.v10i5.2079</dc:identifier>
	<dc:source xml:lang="en-US">JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian; Vol. 10 No. 5 (2025); 510 - 516</dc:source>
	<dc:source>2527-273X</dc:source>
	<dc:source>10.37149/jia.v10i5</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/2079/475</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2025 Rika Sulastri, Hartati, Syamsinar</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0/</dc:rights>
</oai_dc:dc>