Smartphone Adoption on Fruit Marketing Communication: a Traders Perception

Heri Akhmadi(1), Muhammad Fauzan(2),
(1) Department of Agribusiness Universitas Muhammadiyah Yogyakarta, Indonesia
(2) Department of Agribusiness Universitas Muhammadiyah Yogyakarta, Indonesia


Smartphone is one of the information technology devices that widely used by traders in marketing activities. Aside from being a communication tool, traders also utilize smartphones to obtain market information and communicate about products and services to consumers. This study aims to analyze profile and perceptions of fruit traders in using smartphones as a marketing communication tool. This research employed quantitative method and descriptive analysis using five point Likert scale to examine the perception of fruit traders in Yogyakarta City. The results revealed that traders adopted smartphones on fruit marketing communication due to it perceived to provide a relative advantage, with a high level of ease of use, visible benefits, and low complexity and risk. Furthermore, Samsung, Telkomsel, and WhatsApp were brands of smartphones, telecommunications providers, and social media applications mostly chose by traders.


Digital Marketing, Adoption Reasons, Technology Profile

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