Analisis Komunikasi Pemasaran pada Produk Benih Hortikultura di Infarm.id

The presence of E-Commerce not only contributes to changing consumption patterns and people's lifestyles, but is also able to create economic opportunities that can expand employment opportunities. Infarm.id is one of the companies in the agricultural sector that sells hydroponic equipment and various horticultural seeds. The purpose of this study is to describe the forms of marketing communications, online consumer reviews, and prices of horticultural seed products at Infarm.id., to analyze the effect of marketing communications, online consumer reviews, and prices on purchasing decisions of horticultural seed products at Infarm.id. Sampling using accidental sampling technique with online questionnaire data collection. The data used is primary data on consumers of horticultural seed products at Infarm.id. The results showed that the forms of marketing communication at Infarm.id were advertising on social media, sales promotion, publicity in mass media, direct marketing in offline stores, interactive sales, word of mouth marketing, and personal selling. Marketing communication has no significant effect on purchasing decisions for horticultural seed products at Infarm.id. Online consumer reviews and prices have a significant effect on purchasing decisions for horticultural seed products at Infarm.id