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All Journal Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset
Sulistyani Sulistiyani
Universitas 17 Agustus 1945 Semarang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Preferensi Konsumen, Kesadaran Organik, dan Persepsi Kualitas terhadap Strategi Pemasaran Beras Premium “Sawah Hijau” di Jawa Tengah Dwi Ermawan; Galuh Juniarto; Imam Gozali; Sulistyani Sulistiyani
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 4 No. 6 (2026): November: Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v4i6.2731

Abstract

This study explores how urban consumer preferences, awareness of organic products, and perceptions of premium rice quality influence distributor marketing strategies in Central Java. The growing lifestyle trend among urban communities, which emphasizes food quality and health, requires distributors to adapt their marketing mix. Findings indicate that consumer awareness of organic food and perceptions of premium rice attributes are the most influential factors shaping effective marketing strategies. Distributors should highlight product quality, cleanliness, texture, and health narratives in their promotional efforts. Practically, this research provides guidance for distributors to optimize digital-based strategies aligned with modern lifestyle trends. Theoretically, it enriches food marketing literature by integrating consumer psychological variables into the Theory of Planned Behavior (TPB) framework, offering insights into sustainable premium rice distribution strategies in emerging markets.
Co-Authors Dwi Ermawan Galuh Juniarto Imam Gozali