Pengaruh Social Media Marketing Instagram terhadap Permintaan Sayuran Organik di Kota Medan (Kasus: E-Commerce Sayuran Organik di Kota Medan)

Abstract

Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi sosial media marketing terhadap permintaan sayuran organik di Kota Medan dan untuk mengetahui permintaan sayuran organik di e-commerce Kota Medan. Penentuan daerah penelitian dilakukan secara purposive yaitu daerah penelitian dipili secara sengaja dengan pertimbangan daerah penelitian merupakan kota terbesar di Sumatera Utara. Penentuan sampel dilakukan dengan cara teknik Proportionate Stratified Random Sampling yaitu penentuan yang dilakukan dengan cara membagi populasi ke dalam sub populasi / strata secara proporsional dan dilakukan secara acak . jumlah sampel penelitian sebanyak 70 responden. Dalam penelitian ini, teknik analisis menggunakan regresi linear berganda dengan metode analisis deskriptif kuantitatif. Hasil penelitian menunjukkan bahwa faktor-faktor yang berpengaruh signifikan terhadap permintaan sayuran organik adalah kualitas konten, pemahaman konten dan keandalan konten hanya saja faktor keandalan konten berpengaruh negatif terhadap permintaan sayuran organik dan copywriting tidak berpengaruh signifikan terhadap permintaan sayuran organik. Permintaan sayuran organik yang paling banyak diminta konsumen saat berbelanja online adalah sawi, selada dan bayam. This research aims to determine the factors that influence social media marketing on the demand for organic vegetables in Medan City and to determine the demand for organic vegetables in e-commerce in Medan City. Determination of the research area was carried out purposively, namely the research area was chosen deliberately with the consideration that the research area is the largest city in North Sumatra. The sample determination was carried out using the Proportionate Stratified Random Sampling technique, namely the determination was carried out by dividing the population into sub-populations/stratums proportionally and carried out randomly. The total research sample was 70 respondents. In this research, the analysis technique uses multiple linear regression with quantitative descriptive analysis methods. The research results show that the factors that have a significant influence on the demand for organic vegetables are content quality, content understanding and content reliability, but the content reliability factor has a negative effect on the demand for organic vegetables and copywriting does not have a significant effect on the demand for organic vegetables. The most frequently requested organic vegetables from consumers when shopping online are mustard greens, lettuce and spinach.