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All Journal Agrisocionomics: Jurnal Sosial Ekonomi Pertanian International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Pramesti Megayana
Universitas Diponegoro
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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Understanding Tea Consumer Loyalty in Banyumas: A SEM Analysis of Attitudes, Decisions, and Satisfaction Muthia Auralia; Jangkung Handoyo Mulyo; Any Suryantini; Annisa Firdauzi; Pramesti Megayana
Agrisocionomics: Jurnal Sosial Ekonomi Pertanian Vol 9, No 3 (2025): November 2025
Publisher : Faculty of Animal and Agricultural Science, Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/agrisocionomics.v9i3.27278

Abstract

Indonesia, a major black tea, exported approximately 89% of black tea between 2018-2022, faces a substantial surplus, highlighting the need for producers to understand domestic consumer behavior amidst evolving tea consumption patterns. This study analyzes the influence of product attributes and the purchasing decisions of tea consumers in Central Java, Indonesia. This study employed a survey method. The study site was selected from the Banyumas District. Data were collected using purposive sampling techniques from 300 respondents and interviews with consumers who consumed black tea in tea bag packaging of original tea variants and/or jasmine tea, and made tea buying decisions. Data were analyzed using a combination of quantitative and structural equation modelling (SEM) with the analysis software AMOS 24. The results show that taste and brand have a significant effect on consumer attitudes; consumer attitudes have a significant effect on consumer purchasing decisions; consumer purchasing decisions have a significant effect on consumer satisfaction; and consumer satisfaction has a significant effect on consumer loyalty. The Ministry of Agriculture wants to reduce the export of raw materials and make the most of extra tea production. They plan to do so by promoting local tea brands. This will help Indonesian tea to become more known both internationally and locally. This will also improve the income of farmers and small businesses by increasing the value of their products.
AGRICULTURE-BASED TOURISM VILLAGE DEVELOPMENT STRATEGY AND THE ROLE OF AGRICULTURAL EXTENTION WORKERS IN SUKOMAKMUR Fatikhah Nurul Fajri; Pramesti Megayana
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 11 (2025): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i11.1048

Abstract

This study investigates the development strategy of an agriculture-based tourism village and the role of agricultural extension workers in Sukomakmur, Kajoran, Magelang. The research employed Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), the Internal–External (IE) matrix, SWOT analysis, and the Quantitative Strategic Planning Matrix (QSPM) to formulate and prioritize strategies. Results of IFE and EFE indicate that strengths such as village regulation, natural potential, active farmer and tourism groups, proactive extension workers, and preserved local wisdom outweigh weaknesses, while opportunities from digital promotion, tourism market expansion, and stakeholder support are greater than threats such as climate risks, competition, and changing trends. The IE matrix positioned Sukomakmur in the growth and build quadrant, showing strong internal capacity and external opportunities. SWOT and QSPM analyses highlighted WO1 (utilizing stakeholder support to increase capital and infrastructure) and SO1 (optimizing digital promotion of natural landscapes) as the most prioritized strategies, followed by ST1 (assisting farmers in mitigating crop failure risks) and WT2 (developing SOPs to protect agricultural land from tourism impacts). The findings emphasize the pivotal role of agricultural extension workers as facilitators, mentors, and mediators in empowering local communities, strengthening institutional collaboration, and ensuring the sustainability and competitiveness of agrotourism development.
Co-Authors Annisa Firdauzi Any Suryantini Fatikhah Nurul Fajri Jangkung Handoyo Mulyo Muthia Auralia