Consumer Characteristics Analysis of Online Poultryshop (Case Study of CV. Biovita International)

The development of the world of information and telecommunications and the guidance of the times that require practicality and speed of service indirectly impact on the high Internet users in Indonesia. Data from the Association of Indonesian Internet Service Providers (APJII) states that internet user penetration in 2017 increased by 54.68 percent of the total 262 million inhabitants of Indonesia. This research was conducted at CV. Biovita International, located in Karangsuno Village, Cepiring Subdistrict, Kendal Regency, Central Java Province from February to April 2020. The research was conducted by distributing questionnaires through Google form to corporate consumers in the period 2018-2019, amounting to 877 people to get characteristic data consumers and to test the independent variables in the form of EMarketing mix (X1), Perception of Online Purchase (X2), and Channel E-Marketing (X3) on the independent variables namely the decision to purchase livestock production facilities online (Y). The conclusion of this study is that characteristics of farmers who shop online are dominated by male broiler poultry farmers aged 30-40 years old, graduate level education, earning 3-5 million / month, and actively using Facebook and Whatsapp in socializing after communicating. In addition, it can also be concluded that the characteristics of breeders, E-Marketing mix, Consumer Perception and E-Marketing Channel significantly influence the purchase of livestock production facilities online. Based on these results it can be suggested to animal husbandry employees, especially students to further enhance the competence of E-Marketing and as early as possible to penetrate the market for sapronak product segments using target data and marketing strategies mentioned in this study. Sealin that further research with more in-depth variables also needs to be done to complete the limitations of this study.