SMARTPHONE ADOPTION ON FRUIT MARKETING COMMUNICATION: A TRADERS PERCEPTION

Heri Akhmadi(1), Muhammad Fauzan(2),
(1) Department of Agribusiness, Faculty of Agiculture, University of Muhammadiyah Yogyakarta, Indonesia
(2) Department of Agribusiness, Faculty of Agiculture, University of Muhammadiyah Yogyakarta, Indonesia

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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DOI: https://doi.org/10.31186/agrisep.19.2.433-446

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