The Influence of Facebook Social Media on the Sale of Flying Fish (Decapterus spp.) in Sapolohe Village, Bontobahari District, Bulukumba Regency
DOI:
https://doi.org/10.35911/ponggawa.v5i1.43814Keywords:
Social Media, mackerel, facebook, regressionAbstract
This study explores the use of social media, especially Facebook, as a marketing tool for mackerel products (Decapterus spp.) in Sapolohe Village. Facebook is one of the first social media known and used by the previous generation. Facebook, with features such as paid advertising, business pages, and community groups, allows sellers to interact directly with potential customers, increase market reach, and strengthen brands. This study aims to determine the marketing strategies implemented by business actors and the influence of the use of Facebook social media in the sale of mackerel. The research used is quantitative descriptive with a census approach, involving 30 fish sellers on Facebook. The results showed that the majority of sellers actively post every day, and 100% of respondents chose to deliver products to the buyer's address. Regression tests showed that the use of Facebook had a significant positive effect on increasing mackerel sales, with a regression coefficient of 0.981 and a p-value of 0.000. These findings indicate that marketing strategies through Facebook are effective and influential in increasing sales and facilitating interaction with customers, as well as providing convenience in the transaction process and product delivery.
References
Ayu Oktaviani, Anwar Maulana, & Ricky Firmansyah. (2023). Peranan Media Sosial Facebook dalam Meningkatkan Komunikasi Pemasaran di Era Digital. MUKASI: Jurnal Ilmu Komunikasi, 2(2), 143–150. https://doi.org/10.54259/mukasi.v2i2.1592
Chaffey, D. (2020). Digital Marketing: Strategy, Implementation, and Practice. Pearson Education.
Fuad, M. A. Z., Sartimbul, A., Iranawati, F., Sambah, A. B., Yona, D., Hidayati, N., ... & Rahman, M. A. (2019). Metode Penelitian Kelautan dan Perikanan: Prinsip Dasar Penelitian, Pengambilan Sampel, Analisis, dan Interpretasi Data. Universitas Brawijaya Press.
Kader, M. A., & Risdianto, D. (2018). MODEL PEMASARAN DIGITAL MARKETING FB Ads dan EMAIL MARKETING DALAM MENINGKATKAN VOLUME PENJUALAN.
Keller, K. L. (2021). Marketing Management. Pearson Education.
Kusumanigrum, R. C., Alfiatunnisa, N., Murwantoko, M., & Setyobudi, E. (2021). Karakter Morfometrik dan Meristik Ikan Layang (Decapterus macrosoma Bleeker, 1851) di Pantai Selatan Daerah Istimewa Yogyakarta, Indonesia. Jurnal Perikanan Universitas Gadjah Mada, 23(1), 1. https://doi.org/10.22146/jfs.52348
Latukonsina, H. (2018). Pendugaan Potensi dan Tingkat Pemanfaatan Ikan Layang (Decapterus spp) di Perairan Laut Flores Sulawesi Selatan. Jurnal Ilmiah Agrobisnis dan Perikanan (agrikan UMMU-Ternate), 3(2), 47-54.
Liu, X., Zhang, Y., & Wang, J. (2020). The impact of social media marketing on consumer behavior: Evidence from Facebook. Journal of Marketing Research, 57(3), 456-470.
Rofiki, M., & Muhimmah, K. (2021). Strategi Pemasaran Online Shop: Upaya untuk Meningkatkan Volume Penjualan. Jurnal Hukum Islam, Ekonomi Dan Bisnis, 7(2), 203–219. https://doi.org/10.30739/istiqro.v7i2.981
Sarwono, J. (2013). Buku Pintar IBM SPSS Statistics 19. Elex Media Komputindo.
Sudjatmoko. (2015). Leader Transformasional. Panembahan Senopati.
Suryani, H. (2015). Metode Riset Kuantitatif: Teori dan Aplikasi pada Penelitian Bidang Manajemen dan Ekonomi Islam. Fajar Interpratama Mandiri, Jakarta
Sumampouw, A. (2013). Analisis Efektivitas Iklan Televisi Produk Aqua Dengan Menggunakan Metode EPIC Model dan Pengaruhnya Terhadap Keputusan Pembelian Produk Aqua di kota Manado. JURNAL RISET BISNIS DAN MANAJEMEN, 1(3).
Smith, J. (2020). The Importance of Social Media Frequency for Brands. Journal of Digital Marketing, 34(4), 112-120
Syahnita, R. (2021). Modul Biokimia Materi Metabolisme Lemak, Daur Asam Sitrat, Fosforilasi Oksidatif Dan Jalur Pentosa Fosfat, 3(2), 6.
Syahputra, R. (2023). "Challenges in Fish Marketing: A Case Study of Bontobahari." Jurnal Ekonomi dan Bisnis Perikanan, 18(1), 78-89.
Umar, H. (2014). Metode Penelitian Untuk Skripsi & Tesis Bisnis Edisi ke 2.
Rajawali Pers, Jakarta.
