Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis tingkat kesiapan dan kendala digitalisasi pemasaran petani hortikultura di Kecamatan Kuta Baro dan Kecamatan Lembah Seulawah, Kabupaten Aceh Besar, serta mengidentifikasi pengaruh dimensi Technology Readiness Index (TRI) terhadap kesiapan tersebut. Metode yang digunakan adalah pendekatan kuantitatif deskriptif dan inferensial dengan melibatkan 96 responden (36 di Kuta Baro dan 60 di Lembah Seulawah) menggunakan kuesioner skala Likert. Analisis data dilakukan melalui penghitungan skor rata-rata dan membagi dengan jumlah skor maksimum kesiapan dan regresi linear berganda.Hasil penelitian menunjukkan adanya perbedaan tingkat kesiapan digital yang signifikan antara kedua wilayah. Petani di Kecamatan Kuta Baro memiliki tingkat kesiapan tinggi (73,6%), sedangkan petani di Kecamatan Lembah Seulawah berada pada kategori sedang (45,5%). Hasil analisis regresi linear berganda menghasilkan persamaan: Y = -4,240 + 0,268X1 + 0,403X2 + 0,294X3 + 0,223X4. Persamaan tersebut menunjukkan bahwa dimensi optimisme dan inovasi memberikan kontribusi positif terhadap kesiapan digital. Kendala utama yang ditemukan meliputi rendahnya tingkat pendidikan petani (mayoritas lulusan SMP), keterbatasan infrastruktur internet di pedalaman, serta kuatnya ketergantungan pada sistem pemasaran konvensional melalui pengepul.
Kata kunci: Kesiapan Digital, Pemasaran Digital, Hortikultura, Technology Readiness Index

This study aims to analyze the readiness and constraints of digitalization of marketing of horticultural farmers in Kuta Baro and Lembah Seulawah Districts, Aceh Besar Regency, and identify the influence of the Technology Readiness Index (TRI) dimension on this readiness. The method used was a descriptive quantitative and inferential approach involving 96 respondents (36 in Kuta Baro and 60 in the Seulawah Valley) using a Likert scale questionnaire. Data analysis was carried out through the calculation of average scores and dividing by the maximum number of readiness scores and multiple linear regressions. The results show that there is a significant difference in the level of digital readiness between the two regions. Farmers in Kuta Baro District have a high level of readiness (73.6%), while farmers in Lembah Seulawah District are in the medium category (45.5%). The results of multiple linear regression analysis produced the equation: Y = -4.240 + 0.268X1 + 0.403X2 + 0.294X3 + 0.223X4. The equation shows that the dimensions of optimism and innovation make a positive contribution to digital readiness. The main obstacles found include the low level of education of farmers (the majority of junior high school graduates), limited internet infrastructure in the interior, and strong dependence on conventional marketing systems through collectors. Keywords: Digital Readiness, Digital Marketing, Horticulture, Technology Readiness Index