| dc.description.abstract | Hydroponics farming is an urban farming system that is being developed and
marketed through digital marketing media such as social media. The phenomenon
that occurs is that hydroponic vegetables purchased via social media tend to be
more expensive than those purchased directly due to shipping costs, however there
are some consumers who choose to switch their purchases from conventional to
online. The purpose of this study are: (1) To analyze the types of digital marketing
platforms that are most widely used by consumers in purchasing hydroponic
vegetable products at Binjai Hydroponics. (2) To analyze the relationship between
purchasing motivation, product quality, promotion, trust and perceived ease with
consumer decisions in purchasing hydroponic vegetable products through Digital
Marketing media at Binjai Hydroponics. The determination of Binjai Hydroponics,
East Binjai District as the research location was determined purposively, because
Binjai Hydroponics is the only hydroponic business that has marketed its products
through Digital Marketing media in East Binjai Distict. Sampling method using
Snowball Sampling, with a sample size of 60. The sample units used are consumers
who have purchased Binjai Hydroponics Vegetables through Digital Marketing
media. The method used in this research is descriptive qualitative analysis and
Spearman’s rank test. The results of the analysis show that: (1) The type of Digital
Marketing media platform most used by consumers in purchasing vegetable
products at Binjai Hydroponics is Social Media W as many as 28 people or 46,7%.
(2) Purchase motivation, product quality, promotion, trust and perceived ease have
a significant correlation (relationship) with consumer decisions in buying
hydroponic vegetable products through Digital Marketing media. Purchasing
motivation has a low relationship strength, Product quality and promotion have a
strong relationship strength, Trust and Perceived ease have a medium relationship
strength. | en_US |
