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Submitted
July 5, 2020
Accepted
September 17, 2020
Published
September 21, 2020
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Abstract

Telepon pintar atau smartphone merupakan salah satu perangkat teknologi informasi yang saat ini banyak digunakan oleh pedagang dalam kegiatan pemasaran. Selain sebagai media komunikasi, smartphone juga digunakan oleh pedagang untuk mendapatkan informasi pasar dan mengomunikasikan produk dan jasanya ke konsumen. Penelitian ini bertujuan untuk menganalisis profil dan persepsi pedagang buah dalam menggunakan smartphone sebagai media komunikasi pemasaran buah-buahan. Penelitian ini dilaksanakan dengan metode kuantitatif dengan analisis deskriptif menggunakan lima poin skala Likert untuk menganalisis persepsi pedagang buah di Kota Yogyakarta. Hasil penelitian menunjukkan bahwa pedagang menggunakan smartphone dalam kegiatan pemasaran buah-buahan karena dipersepsikan dapat memberikan keuntungan relatif dengan tingkat kemudahan penggunaan yang tinggi, bermanfaat secara nyata dengan resiko dan kompleksitas penggunaan yang rendah. Lain dari pada itu, Samsung, Telkomsel dan WhatsApp merupakan merk smartphone, provider telekomunikasi dan aplikasi yang paling banyak dipilih pedagang.

Keywords

alasan adopsi teknologi pemasaran digital profile teknologi

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How to Cite
Akhmadi, H., & Fauzan, M. (2020). SMARTPHONE ADOPTION ON FRUIT MARKETING COMMUNICATION: A TRADERS PERCEPTION. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 19(2), 433–446. https://doi.org/10.31186/jagrisep.19.2.433-446
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