ANALYSIS OF DIGITAL MARKETING PERFORMANCE AGAINST MAGGOT (HERMETIA ILLUCENS) MARKETING EFFECTIVENESS

Abstract

Maggot or Black Soldier Fly (Hermetia illucens) is a source of good quality protein. A household business can produce maggots, so developing and increasing production and marketing using digital marketing is necessary. It is believed that improving marketing performance can increase the readiness of producers to increase their maggot production, open new business opportunities, and empower the community's economy. This study aims to determine the effectiveness of maggot marketing using digital marketing with regression analysis methods. The research tended to experimental research with a descriptive approach to measuring the effectiveness of the digital marketing of mangosteen. The study was carried out in Surabaya, Malang, and several cities in East Java at maggot production and sales centers from January until June 2022. Respondents' identities were previously identified as producers, sellers, and potential buyers and were recommended by both producers and sellers. The results showed satisfaction with conventional marketing results, fear of being unable to serve a broader market, understanding of business development strategies, and understanding of product quality. The magnitude of the influence of the five variables can be explained by 42.6% percent. Of the five significant variables, only one variable that contributes to the reduction in the effectiveness of maggot marketing is the variable of satisfaction with the acquisition of conventional marketing results.

Keywords: Correlation; Regression analysis; Digital Marketing; Maggot.