Pengaruh Literasi Digital terhadap Literasi E-Marketing pada Petani Mitra Perusahaan Sayurbox

Abstract

E-marketing can be an alternative for marketing agricultural products. However, the use of e-marketing in the agricultural sector is still low. The use of e- marketing requires farmers to have the ability to master technology or what is known as digital literacy skills. The higher digital literacy of farmers is expected to increase e-marketing literacy in the agricultural sector. So that the level of adoption of e-marketing in the agricultural sector increasing. This study aims to measure the level of digital literacy and e-marketing literacy of farmers. Digital literacy is measured using the concept of digital literacy level by UNESCO in 2018. Meanwhile, e-marketing literacy is measured based on the concept of information literacy level of the SCONUL (Standing Conference of National and University Libraries) conceptual model in the UK, which is called the seven pillars of information literacy. Measurement of digital literacy level and e-marketing literacy used a hierarchical model with two levels of latent variables (hierarchial model with second order latent variable) and analyzed using the PLSPM method. In addition, the analysis of the factors that affect digital literacy and e-marketing literacy of farmers uses multiple linear regression.Farmers have the advantage of protecting their personal data or personal data in the digital environment and protecting their devices from outside intervention. In addition, farmers have also been able to access information properly. Improvements in the aspect of using technology and developing the information that has been obtained will be able to increase digital literacy and farmers' e-marketing literacy. In this study, it was found that there was a significant positive effect of digital literacy on e-marketing literacy. This indicates that digital literacy can be used as an indicator to measure farmers' e-marketing literacy. The results showed that the level of digital literacy and e-marketing literacy of farmers were in the medium category. There is a significant positive effect of digital literacy on e-marketing literacy. This indicates that increasing farmers' digital literacy can increase farmers' e-marketing literacy. One of the sub-constructs that have a major influence in increasing digital literacy is information and data literacy. The improvement of this sub-construct can increase the digital literacy of farmers. In addition, it was also found that control variables such as increased education can increase digital literacy and e-marketing literacy which will encourage the level of adoption of e-marketing in the agricultural sector in the future.