The Effectiveness of Social Media Promotion in Purchasing Mushroom Products "Berkah Cinta Trenggalek (Bct)," Trenggalek Regency

Ratna Dewi Mulyaningtiyas; Ahsin Daroini; Apsari Murlinawati

doi:10.32503/prosidingseminar.v0i0.65

Ratna Dewi Mulyaningtiyas Department of Agribusiness, Faculty of Agriculture, Universitas Islam Kadiri, Sersan Suharmaji Road, Kediri, East Java, Indonesia, 64129
Ahsin Daroini Department of Agribusiness, Faculty of Agriculture, Universitas Islam Kadiri, Sersan Suharmaji Road, Kediri, East Java, Indonesia, 64129
Apsari Murlinawati Department of Agribusiness, Faculty of Agriculture, Universitas Islam Kadiri, Sersan Suharmaji Road, Kediri, East Java, Indonesia, 64129

DOI: https://doi.org/10.32503/prosidingseminar.v0i0.65

Abstract

Digital marketing communication is important because it is a way for companies able to interact both with internal parties of the company (employees) and externally (consumers, governments, competitors, etc.) to increase sales and maintain the company's image. This research aims to know the effectiveness of social media promotion in purchasing mushroom products "berkah cinta." This type of research uses qualitative methods. The number of samples for this research is 70 persons. The research was conducted using google form rather than face-to-face because it was carried out on weekdays and assisted by the business owner and several employees of the UMKM Berkah Cinta Trenggalek. the research was conducted on 15th January 2022 to 15th February 2022. A research instrument is a written guideline about an interview, an observation, or a list of questions prepared for information. Data collection techniques are a way for researchers to disclose or capture quantitative information from respondents according to the scope of the study. Data analysis with descriptive analysis by Likert scale. The result of this research is that the average social media variable has a very high category, namely 4.52, and above 45% of respondents answered agree and strongly agree.

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