The Effectiveness of The Influence of Marketing Media Use on Strawberry Sales Turnover in Pacet, Mojokerto Regency

Abstract

This study aims to analyze the influence of online and offline marketing media on the number of visitors and sales turnover of Pacet strawberries in Sumberan Village, Pacet District, Mojokerto Regency. The novelty of this research lies in its comparative analysis of digital and conventional marketing strategies within a local agrotourism based horticultural agribusiness, an area that has rarely been examined empirically. Using a quantitative approach, the study employed multiple linear regression analysis on data collected from 45 respondents, consisting of both business owners and consumers of Pacet strawberries. Data were gathered through observation, documentation, and questionnaires using a Likert scale and were analyzed using SPSS. The findings reveal that the use of social media increased the average sales turnover from Rp. 243,541 to Rp. 326,041 and the average number of visitors from 22.1 to 29.6. Partially, the number of sales had a positive and significant effect on sales turnover, with a significance value of 0.002, while the number of visitors showed a positive but insignificant effect. The limitations of this study include its relatively small sample size and its focus on a single agro-tourism area. Nevertheless, the results imply that integrating online and offline marketing strategies can be an effective approach to enhancing the competitiveness of local horticultural agribusinesses in the digital era.