The Relationship Between Perceived Ease of Use, Perceived Usefulness and the Intention to Adopt Digital Marketing

Digital marketing is transforming how farmers promote and sell their products by providing direct access to consumers through online platforms. By adopting digital tools such as social media, websites, and e-commerce, farmers can increase their visibility, build customer relationships, and improve their income. This shift empowers farmers to become more competitive, reduce reliance on middlemen, and adapt to the demands of a modern, technology-driven market. This study investigates the intention of small- to medium-scale farmers in Cabanglasan, Bukidnon to adopt digital marketing, emphasizing the roles of perceived ease of use and perceived usefulness. Using a quantitative descriptive and correlation method, data were gathered from 100 respondents through a Bisaya-translated survey and analyzed with Pearson’s Product-Moment Correlation (Pearson’s r). Findings revealed that farmers generally view digital marketing platforms as accessible and valuable, with high mean scores indicating favorable perceptions. While both perceived ease of use and usefulness significantly correlate with the intention to adopt, usefulness demonstrated a stronger influence. The results imply that enhancing digital literacy and promoting the tangible benefits of digital marketing can drive wider adoption among rural farmers. The study suggests that targeted interventions by the government, academe, and technology providers are essential to overcome barriers such as limited access to infrastructure and a lack of confidence in digital tools. The implications highlight the transformative potential of digital marketing in improving agricultural productivity, market reach, and economic sustainability in rural communities.