PENGARUH SOSIAL MEDIA TERHADAP KEPUTUSAN KONSUMEN PADA PEMBELIAN PRODUK MELON HIDROPONIK DI THE ZAFARM PALEMBANG

ALVIN, MUHAMMAD and Rosana, Elly (2025) PENGARUH SOSIAL MEDIA TERHADAP KEPUTUSAN KONSUMEN PADA PEMBELIAN PRODUK MELON HIDROPONIK DI THE ZAFARM PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The advancement of digital technology has transformed the marketing approach of agricultural products, including hydroponic melons. The objectives of this study are: (1) To describe the consumer decision-making process in purchasing hydroponic melons at The Zafarm Palembang; and (2) To analyze the factors that influence consumer purchasing decisions through social media. This research employed a survey method with a quantitative approach. The sampling technique used was simple random sampling, involving 30 respondents. Data collection was conducted in April 2024 using questionnaires, and the data were analyzed using binary logistic regression. The results show that age, product price, and education level have a significant influence on purchasing decisions, while income, product quality, and promotion do not have a significant effect. Consumers with higher age and education levels tend to have greater awareness of healthy food consumption. Furthermore, price is a major consideration in purchasing decisions, as melons are not a primary necessity. These findings highlight the importance of digital promotion strategies that are tailored to more mature and well-educated consumer segments.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	purchasing decision, hydroponic melon, social media
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Muhammad Alvin
Date Deposited:	02 Jul 2025 03:31
Last Modified:	02 Jul 2025 03:31
URI:	http://repository.unsri.ac.id/id/eprint/176332

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