Please use this identifier to cite or link to this item:
http://repository.ipb.ac.id/handle/123456789/110563
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DC Field | Value | Language |
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dc.contributor.advisor | Hapsari, Dwi Retno | - |
dc.contributor.author | Amanda, Berliana Putri | - |
dc.date.accessioned | 2022-01-11T07:18:31Z | - |
dc.date.available | 2022-01-11T07:18:31Z | - |
dc.date.issued | 2021 | - |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/110563 | - |
dc.description.abstract | Petani tidak hanya membutuhkan akses terhadap pasar, tetapi juga akses terhadap kebutuhan finansial. TaniFund adalah platform pendanaan kegiatan pertanian berbasis digital pada sektor pertanian yang dapat mendorong pemberdayaan petani melalui kemudahan akses modal usaha petani. TaniFund menggunakan media sosial instagram dan website sebagai media promosi yang perlu dinilai efektivitasnya dalam menyampaikan pesan agar tepat sasaran. Tujuan dari penelitian ini yaitu untuk menganalisis efektivitas media sosial sebagai media promosi TaniFund. Penelitian ini menggunakan pendekatan kuantitatif (survei) yang dikumpulkan dengan menggunakan kuesioner dan data kualitatif yang dikumpulkan melalui wawancara mendalam. Responden penelitian ini berjumlah 62 orang. Hasil penelitian menunjukkan media sosial instagram dan website TaniFund efektif dalam menimbulkan attention (perhatian), meningkatkan interest (ketertarikan), menciptakan desire (keinginan), melakukan action (tindakan). Kemudian faktor yang mempengaruhi efektivitas media sosial sebagai media promosi TaniFund diantaranya daya tarik visual pada pesan instagram dan kejelasan informasi pada pesan website. Kata kunci: Media promosi, pendanaan, tanifund, usahatani | id |
dc.description.abstract | Farmers need not only access to markets, but also access to financial needs. TaniFund is a digital-based funding platform for agricultural activities in the agricultural sector that can encourage farmer empowerment through easy access to farmers' business capital. TaniFund uses social media Instagram and websites as promotional media that need to be assessed for their effectiveness in conveying messages so that they are right on target. Thus, the purpose of this study is to analyze the effectiveness of social media as a promotional medium for TaniFund. This study uses a survey method with quantitative data in the form of an online questionnaire supported by qualitative data in the form of in-depth interviews. Respondents of this study amounted to 62 people. The results show that social media Instagram and the TaniFund website are effective in giving attention, increasing interest, creating desire, taking action. Then the factors that affect the effectiveness of social media as a promotional medium for TaniFund include visual appeal on Instagram and clarity of information on websites. Keywords: Funding, farming, promotional media, tanifund | id |
dc.language.iso | id | id |
dc.publisher | IPB University | id |
dc.title | Efektivitas Media Sosial sebagai Media Promosi pada Platform Pendanaan Kegiatan Pertanian Berbasis Digital (Kasus: Media Sosial TaniFund) | id |
dc.title.alternative | The Effectiveness of Social Media as a Media Promotion on a Digital-Based Agricultural Activity Financing Platform (Case: TaniFund Social Media) | id |
dc.type | Undergraduate Thesis | id |
dc.subject.keyword | promotional media | id |
dc.subject.keyword | tanifund | id |
dc.subject.keyword | funding | id |
dc.subject.keyword | farming | id |
Appears in Collections: | UT - Communication and Community Development |
Files in This Item:
File | Description | Size | Format | |
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Cover, Lembar Pernyataan, Abstrak, Lembar Pengesahan, Prakata dan Daftar Isi.pdf Restricted Access | Cover | 288.76 kB | Adobe PDF | View/Open |
I34170149_Berliana Putri Amanda.pdf Restricted Access | Fullteks | 1.44 MB | Adobe PDF | View/Open |
Lampiran.pdf Restricted Access | Lampiran | 528.52 kB | Adobe PDF | View/Open |
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