Main Article Content
E-marketing has various advantages and can be used as an alternative for marketing. However, the use of e-marketing in the agricultural sector is still low even though the agricultural sector has the potential to be developed in the form of e-marketing. The use of e-marketing requires farmers to have the ability to master technology or known as digital literacy skills. The higher digital literacy of farmers is expected to increase e-marketing literacy in the agricultural sector. The study aims to measure the level of digital literacy and e-marketing literacy of farmers and analyze the effect of digital literacy on the e-marketing literacy of farmers. The sample used in the study was a 21 samples farmers who partnered with Sayurbox. The level of digital literacy and e-marketing literacy among farmers is measured by Partial Least Square Path Modeling (PLSPM). In addition, the analysis of factors affecting digital literacy and e-marketing literacy of farmers used multiple linear regressions. The results showed that farmers' level of digital literacy and e-marketing literacy was in the moderate category. In the digital literacy section, farmers have weaknesses in the sub-construct of information retrieval and the security and the use of technology. Meanwhile, in e-marketing literacy, farmers have weaknesses in developing information sub-construct that received. Then, digital literacy has a significant positive effect on e-marketing literacy. It showed that digital literacy can measure a farmer's e-marketing literacy. Meanwhile, education significantly affected digital and e-marketing literacy, while age has a significant positive effect on e-marketing literacy.
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