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All Journal Jurnal Locus Penelitian dan Pengabdian Asian Journal of Social and Humanities
Ujang Sumarwan
IPB University, Indonesia
Aerospace Engineering Automotive Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics

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7P Marketing Mix Priorities in Agricultural Inputs: A Comparative AHP Study of MNC and National/Local Firms Muh. Nur Alif Rapi; Ujang Sumarwan; Joko Purwono
Jurnal Locus Penelitian dan Pengabdian Vol. 5 No. 6 (2026): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v5i6.5968

Abstract

The agricultural input industry faces increasingly complex competition between multinational corporations (MNCs) and national/local firms. Differences in resources, technological capability, distribution networks, and market proximity imply that marketing strategies cannot be standardized across firm types. This study aims to analyze the priorities of the 7P marketing mix in the agricultural input industry and compare the priority patterns between MNC and national/local firms. The study employed the Analytical Hierarchy Process (AHP) involving 12 expert panelists from industry practitioners, academics, and agribusiness experts. The results show that MNC firms prioritize Product (0.234), People (0.165), and Promotion (0.163), whereas national/local firms prioritize Product (0.193), People (0.177), Price (0.167), and Promotion (0.149). The main sub-criteria for MNC firms are dominated by product innovation, brand reputation, core product quality, professionalism, and price-value alignment. In contrast, national/local firms emphasize field staff competence, direct communication through demonstration plots, core product quality, competitive pricing, and the quality of demonstration plots. These findings indicate that MNC firms rely more on product differentiation and reputation, whereas national/local firms depend more on field proximity, pricing, distribution, and tangible evidence of product performance. Artificial Intelligence serves as an enabler of marketing strategy implementation rather than as a primary priority.
The Effect of Service Recovery Performance on Word of Mouth with the Mediation of Perceived Justice and Complaint Handling Satisfaction among Bpjs Ketenagakerjaan Participants Doni Fahrizal; Ujang Sumarwan; Lilik Noor Yuliati
Asian Journal of Social and Humanities Vol. 4 No. 6 (2026): Asian Journal of Social and Humanities
Publisher : Pelopor Publikasi Akademika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59888/ajosh.v4i6.688

Abstract

This study aims to analyze the effect of service recovery performance (SRP) on word of mouth (WOM) with perceived justice (PJ) and complaint handling satisfaction (CHS) as mediating variables. The research employs an explanatory quantitative approach, involving participants who had previously submitted complaints through the comment section of BPJS Ketenagakerjaan’s official Instagram account. Data were collected using a Likert-scale questionnaire and analyzed using structural equation modeling with partial least squares. The results show that SRP has a significant effect on PJ, CHS, and WOM. The strongest effect occurs in the relationship between SRP and PJ, indicating that fast responses, clear explanations, and empathetic interactions enhance participants’ perceived justice. SRP also increases CHS. CHS shows a direct but weak effect on WOM, indicating that cognitive satisfaction alone may not be sufficient to encourage participants to recommend the service. The mediation analysis reveals that PJ significantly mediates the relationship between SRP and WOM, while CHS does not serve as a direct mediator. These findings emphasize that emotional and procedural fairness plays a more decisive role in generating positive WOM than satisfaction with the complaint-handling process itself. Thus, perceived justice emerges as a key psychological factor influencing participants’ communication behavior. This study provides important implications for BPJS Ketenagakerjaan, highlighting the need to strengthen digital complaint-handling performance by improving response speed, clarity of information, empathetic communication, and procedural consistency. These efforts are essential to building perceived justice, enhancing participant trust, and fostering positive WOM in digital environments.
Co-Authors Doni Fahrizal Joko Purwono Lilik Noor Yuliati Muh. Nur Alif Rapi