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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) · pp. 510–516

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

Abstract

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.

Keywords

Collaboration network of the authors

40 authors · 73 co-authorship links · 6 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.

  • Institut Agama Islam Negeri Kendari
  • Hasanuddin University
  • Universitas Halu Oleo
  • STMIK Catur Sakti Kendari
  • Universitas Indo Global Mandiri
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Ahmad Richard VictorianAffiliation unknown5
Silvi AryantiAffiliation unknown5
Destriana DestrianaAffiliation unknown3
Iyakrus IyakrusAffiliation unknown3
Herri YusfiAffiliation unknown3
Ahmad Muhlis NuryadiAffiliation unknown2
Marwah Juwita YusufAffiliation unknown2
Indrayani SimpuruhAffiliation unknown2
Meirizal UsraAffiliation unknown2
Syafaruddin SyafaruddinHasanuddin University2
Elita RahmiAffiliation unknown2
Sukamto SatotoAffiliation unknown2
Abdul KadirInstitut Agama Islam Negeri Kendari1
Imaludin AgusInstitut Agama Islam Negeri Kendari1
Herdianto HusainAffiliation unknown1
La Ode NafiuUniversitas Halu Oleo1
Ayub Mangala PadangaranAffiliation unknown1
Sitti RosmalahAffiliation unknown1
Irnawati IrnawatiAffiliation unknown1
Sernita SernitaAffiliation unknown1
Fedelia RayaAffiliation unknown1
Noviarsih MuslimahAffiliation unknown1
Parawansah ParawansahAffiliation unknown1
Lista Yul ZamrulAffiliation unknown1
Juminten SaiminAffiliation unknown1
Tesa RistantiAffiliation unknown1
Noer Bahry NoorAffiliation unknown1
Adelia U.Ady MangilepAffiliation unknown1
Henny HennySTMIK Catur Sakti Kendari1
Marwah MarwahHasanuddin University1
Siti Misra SusantiAffiliation unknown1
Asma KurniatiAffiliation unknown1
Imelda SaluzaUniversitas Indo Global Mandiri1
Iisnawati IisnawatiAffiliation unknown1
Teguh TeguhAffiliation unknown1
Tri RahmadaniAffiliation unknown1
IyakrusAffiliation 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://ejournal.agribisnis.uho.ac.id/index.php/JIA/oai, first harvested 4 Nov 2026, last seen 4 Nov 2026.
Original metadata (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>