Pengaruh E-Commerce dalam Pemasaran Produk Pertanian Organik terhadap Keuntungan dan Pangsa Pasar Pedesaan di Bandung
DOI:
https://doi.org/10.58812/jmws.v3i01.941Kata Kunci:
E-commerce, Pemasaran, Produk Pertanian Organik, Pangsa Pasar, Pedesaan, BandungAbstrak
Penelitian ini menyelidiki pengaruh adopsi e-commerce terhadap margin keuntungan dan pangsa pasar pedesaan di sektor pertanian organik di Bandung melalui analisis kuantitatif yang melibatkan 150 partisipan. Dengan menggunakan Structural Equation Modeling dengan Partial Least Squares (SEM-PLS), penelitian ini mengeksplorasi hubungan antara adopsi e-commerce, margin keuntungan, dan pangsa pasar pedesaan. Temuan menunjukkan adanya dampak positif dan signifikan dari adopsi e-commerce terhadap margin keuntungan dan pangsa pasar pedesaan. Peran mediasi margin keuntungan menggarisbawahi implikasi ekonomi dari integrasi digital. Penilaian kecocokan model menunjukkan kecocokan yang baik, mendukung keandalan model yang diusulkan. Hasil penelitian ini memberikan wawasan yang berharga bagi para pemangku kepentingan di sektor pertanian organik di Bandung, memandu keputusan strategis dalam konteks praktik pertanian berkelanjutan dan integrasi teknologi.
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Hak Cipta (c) 2024 Loso Judijanto, Siska Yulia Defitri, Halek Mu'min, Iwan Harsono, Andika Isma
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