Ruth, Anastasia and Prasetyo, Agus Subhan and Sumekar, Wulan (2023) UTILIZATION OF INSTAGRAM SOCIAL MEDIA AS AGRIBUSINESS INNOVATION IN VEGATABLE BUSINESS IN THE DIGITALIZATION ERA. Journal of Indonesian Agribusiness, by Department of Agribusiness, Faculty of Economic and Management, Institut Pertanian Bogor, 11 (2): 15. pp. 1-15. ISSN 2579-3594

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Abstract

Instagram social media is widely used by businesses to support business productivity. This study aims to describe the demographic characteristics of consumers and analyze the influence of innovation characteristics on the interest in utilization. This research was conducted online from November to December 2022 in the Segari e-commerce coverage area, namely Jakarta, Depok. Tangerang, and Bekasi. The determination of the research sample used a non-probability sampling technique, namely purposive sampling. The number of samples in this study were 100 people. The data collection method was carried out by distributing questionnaires via g-forms and interviews with willing respondents. The analytical method used is descriptive and multiple linear analysis. Based on the descriptive analysis that Segari consumers are dominated by 82% women, 56% aged 25 – 35 years, 67% graduated at bachelor level, 52% work as private employees, 34% earn IDR 5,000,000 – IDR 8,000,000 and 54% have food expenditures of <IDR 3,000,000 in 1 month, 66% utilize e-commerce innovations 1-3 times in 1 week, 55% utilize innovations <1 last month, and 66% of respondents obtain information about the @segari.id account through the social media itself. Based on the results of multiple linear regression that simultaneously the characteristics of innovation, namely relative advantage, ease of use, compatibility, trialability, and observability have a significant effect on the intention to use. Partially, relative advantage and observability have a significant effect, while ease of use, compatibility, and trialability have no significant effect.

Keywords: e-commerce, instagram, inovasi, media sosial

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