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The Effectiveness of Gapoktan Product Marketing Communication Partners

Efektivitas Komunikasi Pemasaran Produk Gapoktan Mitra

Jurnal Sosial Ekonomi Pertanian · Vol. 19 No. 3 (2023) · pp. 219–230

DOI
10.20956/jsep.v19i3.27563
ISSN
2598-5922, 0853-8395
Published
2023-10-12
Publisher
Hasanuddin University
Language
en
License
creativecommons.org/licenses/by-nc/4.0

Abstract

English

This study aims to describe the effectiveness of product marketing communications and describe variables and analyze the effect of advertising, sales promotion, personal selling (personal selling), direct marketing(direct selling), and word of mouth both simultaneously and partially on the effectiveness of product marketing communications at Roko. Indonesian Farmer Center, Yogyakarta. This study uses a quantitative method with the selection of samples by non-probable sampling. Data were analyzed through descriptive analysis, verification, classical assumption test, and multiple linear regression. The results show the effectiveness of marketing communication for partner Gapoktan products at the Indonesian Farmer Store Yogyakarta Center including the components of knowledge and behavior change as a whole in the high category. The variables of sales promotion, individual selling, direct marketing, and word of mouth have a significant effect on the effectiveness of marketing communication for partner gapoktan products at Toko TaniIndonesia Center Yogyakarta. While the advertising variable has no effect. The value of the coefficient of determination (R2) is 0.874, meaning that 87.4% of the effectiveness of marketing communication for partner gapoktan products at TTIC Yogyakarta can be explained by the variables of advertising, sales promotion, personal selling, direct marketing, and word of mouth.

Bahasa Indonesia

Penelitian ini bertujuan untuk mendeskripsikan efektivitas komunikasi pemasaran produk dan mendeskripsikan variabel serta menganalisis pengaruh periklanan, promosi penjualan, personal selling (pejualan perseorangan), direct marketing(penjualan langsung), dan word of mouth baik secara simultan dan parsial terhadao efektivitas komunikasi pemasaran produk di Roko Tani Indonesia Center Yogyakarta. Penelitian menggunakan metode kuantitatif dengan pemilihan sampel secara non-probably sampling. Data dianalisis melalui analisis deskriptif, verifikatif, uji asumsi klasik, dan regresi linier berganda. Hasil menunjukkan efektivitas komunikasi pemasaran produk gapoktan mitra pada Toko Tani Indonesia Center Yogyakarta meliputi komponen pengetahuan dan behaviour change secara keseluruhan berada pada kategori tinggi. Variabel promosi penjualan, personal selling, direct marketing, dan word of mouth berpengaruh signifikan terhadap efektivitas komunikasi pemasaran produk gapoktan mitra pada Toko TaniIndonesia Center Yogyakarta. Sedangkan variabel periklanan tidak berpengaruh. Nilai koefisien determinasi (R2) sebesar 0,874, artinya 87,4% efektivitas komunikasi pemasaran produk gapoktan mitra pada TTIC Yogyakarta dapat dijelaskan oleh variabel periklanan, promosi penjualan, personal selling, direct marketing, dan word of mouth.

Keywords

Collaboration network of the authors

22 authors · 51 co-authorship links

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

  • Gunadarma University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Agung WibowoGunadarma University2
Putri PermatasariAffiliation unknown2
Suwarto SuwartoAffiliation unknown1
Sapja AnantanyuAffiliation unknown1
Suryono SuryonoAffiliation unknown1
Widiyanto WidiyantoAffiliation unknown1
Eullia Tri Mukti HezakAffiliation unknown1
Imam SantosoAffiliation unknown1
Hanifah IhsaniyatiAffiliation unknown1
Dwiningtyas PadmaningrumAffiliation unknown1
Anansi DesrianantiAffiliation unknown1
Ida Ayu Putri AstitiAffiliation unknown1
Eksa RusdiyanaAffiliation unknown1
Umi HanifahAffiliation unknown1
Sugihardjo SugihardjoAffiliation unknown1
Muhammad Ivan RizkiAffiliation unknown1
Emi WidiyantiAffiliation unknown1
Muhammad Gilang Nur AlifAffiliation unknown1
Naufal Rastra ShubhiAffiliation 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://journal.unhas.ac.id/index.php/jsep/oai, first harvested 5 Nov 2026, last seen 5 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">The Effectiveness of Gapoktan Product Marketing Communication Partners </dc:title>
	<dc:title xml:lang="id">Efektivitas Komunikasi Pemasaran Produk Gapoktan Mitra</dc:title>
	<dc:creator xml:lang="en">Hanifa, Distantya</dc:creator>
	<dc:creator xml:lang="en">Winarno, Joko</dc:creator>
	<dc:creator xml:lang="en">Suminah, Suminah</dc:creator>
	<dc:creator xml:lang="id">Hanifa, Distantya</dc:creator>
	<dc:creator xml:lang="id">Winarno, Joko</dc:creator>
	<dc:creator xml:lang="id">Suminah, Suminah</dc:creator>
	<dc:subject xml:lang="en">Efektiveness</dc:subject>
	<dc:subject xml:lang="en">Product marketing communication</dc:subject>
	<dc:subject xml:lang="en">Gapoktan</dc:subject>
	<dc:subject xml:lang="id">Efektivitas</dc:subject>
	<dc:subject xml:lang="id">Komunikasi pemasaran produk</dc:subject>
	<dc:subject xml:lang="id">Gapoktan</dc:subject>
	<dc:description xml:lang="en">This study aims to describe the effectiveness of product marketing communications and describe variables and analyze the effect of advertising, sales promotion, personal selling (personal selling), direct marketing(direct selling), and word of mouth both simultaneously and partially on the effectiveness of product marketing communications at Roko. Indonesian Farmer Center, Yogyakarta. This study uses a quantitative method with the selection of samples by non-probable sampling. Data were analyzed through descriptive analysis, verification, classical assumption test, and multiple linear regression. The results show the effectiveness of marketing communication for partner Gapoktan products at the Indonesian Farmer Store Yogyakarta Center including the components of knowledge and behavior change as a whole in the high category. The variables of sales promotion, individual selling, direct marketing, and word of mouth have a significant effect on the effectiveness of marketing communication for partner gapoktan products at Toko TaniIndonesia Center Yogyakarta. While the advertising variable has no effect. The value of the coefficient of determination (R2) is 0.874, meaning that 87.4% of the effectiveness of marketing communication for partner gapoktan products at TTIC Yogyakarta can be explained by the variables of advertising, sales promotion, personal selling, direct marketing, and word of mouth.</dc:description>
	<dc:description xml:lang="id">Penelitian ini bertujuan untuk mendeskripsikan efektivitas komunikasi pemasaran produk dan&amp;nbsp; mendeskripsikan variabel serta menganalisis pengaruh periklanan, promosi penjualan, personal selling (pejualan perseorangan), direct marketing(penjualan langsung), dan word of mouth baik secara simultan dan parsial terhadao efektivitas komunikasi pemasaran produk di Roko Tani Indonesia Center Yogyakarta. Penelitian menggunakan metode kuantitatif dengan pemilihan sampel secara non-probably sampling. Data dianalisis melalui analisis deskriptif, verifikatif, uji asumsi klasik, dan regresi linier berganda. Hasil menunjukkan efektivitas komunikasi pemasaran produk gapoktan mitra pada Toko Tani Indonesia Center Yogyakarta meliputi komponen pengetahuan dan behaviour change secara keseluruhan berada pada kategori tinggi. Variabel promosi penjualan, personal selling, direct marketing, dan word of mouth berpengaruh signifikan terhadap efektivitas komunikasi pemasaran produk gapoktan mitra pada Toko TaniIndonesia Center Yogyakarta. Sedangkan variabel periklanan tidak berpengaruh. Nilai koefisien determinasi (R2) sebesar 0,874, artinya 87,4% efektivitas komunikasi pemasaran produk gapoktan mitra pada TTIC Yogyakarta dapat dijelaskan oleh variabel periklanan, promosi penjualan, personal selling, direct marketing, dan word of mouth.</dc:description>
	<dc:publisher xml:lang="en">Hasanuddin University</dc:publisher>
	<dc:date>2023-10-12</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/jsep/article/view/27563</dc:identifier>
	<dc:identifier>10.20956/jsep.v19i3.27563</dc:identifier>
	<dc:source xml:lang="en">Jurnal Sosial Ekonomi Pertanian; Vol. 19 No. 3 (2023): October, 2023; 219-230</dc:source>
	<dc:source xml:lang="id">Jurnal Sosial Ekonomi Pertanian; Vol 19 No 3 (2023): Oktober, 2023; 219-230</dc:source>
	<dc:source>2598-5922</dc:source>
	<dc:source>0853-8395</dc:source>
	<dc:language>en</dc:language>
	<dc:language>id</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/jsep/article/view/27563/10191</dc:relation>
	<dc:rights xml:lang="en">http://creativecommons.org/licenses/by-nc/4.0</dc:rights>
</oai_dc:dc>