Effectivity of Farmer’s Digital Capability and Perception of Brand Equity in the Relationship between Perception of E-Marketing Mix and Farmer’s Satisfaction to Agrochemical Industry in Indonesia

DOI

10.2991/978-94-6463-585-0_33How to use a DOI?

Abstract

Farmer’s satisfaction has become a necessity for the agrochemical industry in Indonesia. The agrochemical industry started to implement a marketing mix strategy with adopting digital context inside. The objective for this study is to understand factors that cause success to farmer’s satisfaction from the perspective of e-marketing mix, farmer’s capability, and perception of brand equity. A validated questionnaire was used to collect data from 236 farmers of various land owned in the Indonesian agrochemical industry. This study shows perception of e-marketing mix and perception of brand equity have the highest association. Perception of e-marketing mix through perception of brand equity supporting farmer’s satisfaction, also perception of e-marketing mix is directly supported to farmer’s satisfaction. In addition, farmer’s digital capability does not support the farmer’s satisfaction. Further, this study clarifies that in creating farmer’s satisfaction, the personal capabilities from farmers is not enough to achieve that satisfaction and requires other factors such as digital culture to support it.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Danang Sutowijoyo
AU  - Nurdayadi Nurdayadi
PY  - 2024
DA  - 2024/12/11
TI  - Effectivity of Farmer’s Digital Capability and Perception of Brand Equity in the Relationship between Perception of E-Marketing Mix and Farmer’s Satisfaction to Agrochemical Industry in Indonesia
BT  - Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
PB  - Atlantis Press
SP  - 491
EP  - 504
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-585-0_33
DO  - 10.2991/978-94-6463-585-0_33
ID  - Sutowijoyo2024
ER  -