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All Journal Agrikultura Jurnal Kesehatan Masyarakat JEJAK Jurnal Tataloka Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad International Journal of Humanity Studies (IJHS) Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) Anuva: Jurnal Kajian Budaya, Perpustakaan, dan Informasi EQUILIBRIUM: Jurnal Ilmiah Ekonomi dan Pembelajarannya JURNAL ILMIAH MAHASISWA AGROINFO GALUH JURNAL AGRICA E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis Kumawula: Jurnal Pengabdian Kepada Masyarakat Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Archive: Jurnal Pengabdian Kepada Masyarakat e-Jurnal Apresiasi Ekonomi Journal of Business Economics and Agribusiness
Eka Purna Yudha
Departemen Sosial Ekonomi Pertanian, Fakultas Pertanian, Universitas Padjadjaran
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Nursing Public Health Social Sciences

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Efektivitas Social Media Marketing terhadap Produk Makanan Pokok (Staple Food) di Superindo Dwiasih, Nayda; Yudha, Eka Purna
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 11, No 2 (2025): Juli 2025
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v11i2.18456

Abstract

Superindo utilizes Instagram and Tiktok to increase the effectiveness of social media marketing. This study aims to analyze the effectiveness of social media marketing on staple food products at Superindo. This study uses a mix method. Data were collected through questionnaires to 100 Superindo customers who actively use Instagram and/or Tiktok randomly. This study uses the AIDA model to assess the effectiveness of social media marketing. The results showed that the role of Instagram and Tiktok was effective in staple food purchasing decisions. This can be seen from the attention variable value of 3.835, interest 3.85, desire 3.89, action 3.6. The use of social media has become an important factor in shaping consumer purchasing decisions.
Implementasi Strategi Content Marketing dalam Membangun Brand Awareness pada Usaha Teh Telang Feel Blu Savitri, Adila Riana; Yudha, Eka Purna
Journal of Business Economics and Agribusiness Vol. 2 No. 4 (2025): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jbea.v2i4.849

Abstract

Bunga telang (Clitoria ternatea) mengandung antioksidan dan flavonoid yang baik bagi penderita insomnia. Namun, manfaat dari bunga telang belum banyak diketahui oleh Generasi Z. Padahal, 32% dari total penduduk Indonesia yang mengalami insomnia adalah Generasi Z. Salah satu brand yang menyediakan bunga telang sebagai produk utamanya adalah Feel Blu. Sosial media dapat dimanfaatkan sebagai penyampaian informasi dan pengenalan merek di era digital ini, salah satunya dengan menggunakan strategi content marketing. Penelitian ini bertujuan untuk menganalisis elemen strategi content marketing yang diterapkan oleh Feel Blu melalui platform Instagram dan TikTok, mengevaluasi efektivitasnya berdasarkan model AIDA dalam membangun brand awareness di kalangan Gen Z, serta mengidentifikasi keunggulan dan kelemahannya terhadap tingkat engagement. Metode ini dievaluasi oleh alat analisis sosial media dan divalidasi melalui kuesioner model AIDA. Hasil temuan kemudian dijadikan dasar untuk menyusun rekomendasi pengembangan konten dan strategi pemasaran guna meningkatkan daya saing dan memperluas jangkauan pasar Feel Blu. Hasil penelitian menunjukkan bahwa Feel Blu mendapatkan ER per post Instagram sebesar 9,67% dan ER per views TikTok sebesar 4,45%. Hasil validasi kuesioner berbasis AIDA menunjukkan audiens sosial media Feel Blu berada di tahap Action dengan rata-rata 4,12 dari total skor 371.
Faktor-faktor yang Memengaruhi Penghidupan Berkelanjutan (Sustainable Livelihood) Petani Pinggiran Kota Bandung Rahman, Naufal; Saidah, Zumi; Yudha, Eka Purna
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 1 (2024): Januari 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i1.13204

Abstract

Sustainable livelihood is a condition where the community is able to deal with pressures and shocks to manage resources for the welfare of their families now and in the future. It should be noted that the concept of sustainable livelihood is in line with the concept of sustainable development, where sustainable development seeks to maintain the cultural sustainability of a community so that it remains sustainable in the future. The purpose of this study is to analyze sustainable livelihoods and the factors influencing sustainable livelihoods of farming households in the peripheral areas of Bandung City. This research uses a mixed method design of quantitative and qualitative. The research method used was the survey method. The data analysis techniques used were descriptive analysis and multiple linear regression analysis. The results show that the condition of sustainable livelihoods of farming households in the peripheral areas of Bandung City is not bad, but improvements are still needed to improve the condition. The respondents' social environment, which is still supportive in their profession as farmers, also provides a sense of comfort to farmers. Natural capital, financial capital, social capital, and human capital have a significant influence on sustainable livelihoods of farmer households in the peri-urban areas of Bandung City. Meanwhile, physical capital has no effect on the sustainable livelihood of farmer households in the peri-urban areas of Bandung City.
Analisis Penerapan Bauran Pemasaran (Marketing Mix 7P’s) pada Kedai Kopi (Studi Kasus di Mosa Coffeehouse) Tsalaatsa, Lazuardhi Ibnu; Yudha, Eka Purna
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 2 (2024): Juli 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i2.13769

Abstract

The business trends, particularly in the culinary sector, have been rapidly evolving over the past few decades. This study focuses on analyzing the marketing mix of 7Ps (Product, Price, Place, Promotion, People, Process, Physical Evidence) at Mosa Coffeehouse, a coffee shop in Bandung. The results of interviews and observations indicate a competition that can be enhanced by strengthening the unique values of each coffee shop. Mosa Coffeehouse's consumers, primarily females aged >21 years and millennials with a monthly pocket money of >Rp 2,000,000, show a preference for original Indonesian coffee products and a variety of food menu options. Prices are adjusted based on product quality, and the strategic location, professional service, appealing interior design, and comfortable facilities enhance the allure of the coffee shop. Despite incorporating most aspects of the marketing mix, weaknesses are identified in the promotion aspect, where the lack of a marketing team and the absence of a digital marketing strategy remain obstacles. Improvements in this aspect could enhance the visibility and competitiveness of Mosa Coffeehouse in the Bandung coffee shop market.
Struktur Nafkah pada Rumah Tangga Desa Agrowisata Rahmah, Ulya; Saidah, Zumi; Yudha, Eka Purna
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 1 (2024): Januari 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i1.13126

Abstract

Agrotourism, developed in Alamendah Village since 2011, has opened new economic opportunities that have transformed the residents' livelihoods from agricultural activities to those related to the tourism sector. This study aims to examine the household livelihood structure in Alamendah Village, in relation to the presence of agrotourism in the area. The research design utilized is quantitative. The research methods employed are survey research and in-depth interviews using questionnaires as tools. The data analysis used in this study is descriptive statistical analysis and cross tabulation. The results show that the majority of farmers in Alamendah Village have low incomes, while traders have higher incomes. Agrotourism has the potential as an economic opportunity and a source of additional income that can help improve the local community's economy by considering factors such as age, education, and gender.
Analisis Dampak Covid-19 Terhadap Perubahan Perilaku Konsumen Hypermart Yudha, Eka Purna; Nurrahman, Iqbal; Modjo, Andhika Rangga Kusuma; Benyamin, Gamaliel
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 2 (2024): Juli 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i2.14010

Abstract

The Covid-19 pandemic has put pressure on various sectors in the world, including in Indonesia. Since the entry of the COVID-19 virus into Indonesia in March 2020, the government's efforts to prevent the spread of COVID-19 have been Large-Scale Social Restrictions (PSBB) which have had a significant impact on the Indonesian economy on the retail business in Indonesia. This study aims to see if there has been a change in Hypermart consumer behavior before and after the covid-19 pandemic, ranging from spending, shopping frequency, shopping time, to the vehicle used by using a research design in the form of a descriptive research design that uses a quantitative approach. Changes in Hypermart consumer behavior before and after covid-19, especially in average spending and shopping frequency. Where the average expenditure and frequency of shopping for Hypermart consumers after the pandemic tends to decrease when compared to before the covid-19 pandemic.
Analisis Kepuasan Konsumen terhadap Produk Serbuk Kedelai Mandala 525 Tambunan, Pascal Christian Maranatha; Yudha, Eka Purna
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 1 (2024): Januari 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i1.12379

Abstract

Seeing from the high demand in Indonesia, soybeans became one of the food crops that entered the food market in Indonesia along with other foods in the government program called Upsus (Special Efforts). Due to the high potential of soybeams in Indonesia. Therefore, this research aims to find out the desires that consumers have so that CV. Ints Natural Garlic can develop their products in the direction desired by their own consumers. The data analysis used in this study uses the Customer Satisfaction Index (CSI) and Importance Performance Analysis methods. (IPA). The results of the research show that the level of consumer satisfaction with mandala 525 soy powder products is still unsatisfied and attributes that need to be improved in order to make consumers feel satisfied with the product are features, durability, reliability, aesthetics, perceived quality, conformance to specification and serviceability.
Analisis Strategi Pemasaran Serta Tingkat Kepuasan Konsumen Kentucky Fried Chicken (KFC) Yudha, Eka Purna; Mirfazli, Miluniqa Yasmin; Farhan, Fahmi Muhammad
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 2 (2024): Juli 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i2.14011

Abstract

This study aims to determine the marketing strategy and the level of consumer satisfaction with the products of the transnational company kentucky fried chicken (KFC). Data collection is done online, questionnaires are distributed to consumers who have visited KFC in West Java. The analysis method used is Important Performance Analysis (IPA) and Costumer Satisfaction Index (CSI). The results of this study indicate that Kentucky Fried Chicken (KFC) has carried out the 7P marketing strategy (Product, Place, Price, Promotion, People, Process, Physical Evidence) in West Java well, as evidenced by the calculation of CSI and IPA that has been done. From the CSI value of 81.36 located in the range of 80% - 100% which indicates that the level of consumer satisfaction with KFC is classified as "Very Satisfied". Based on IPA, KFC needs to do product differentiation, which makes the food products it sells have their own characteristics.
Business Model Canvas Produk EasyBath (3in1 Antimicrobial Waterless Bath Spray) Fauziyah, Aulia Hasna; Ramadhani, Ingrid Putri; Perdana, Hafizh Hadian; Faza, Nadif Muhammad; Dewi, Vira Kusuma; Yudha, Eka Purna
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 2 (2024): Juli 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i2.13617

Abstract

EasyBath is an innovative product that serves as a solution for environmentally friendly soap. In developing its product, EasyBath needs a business strategy to increase awareness and target market segments. The purpose of this research is to describe the business performance and present the business model of the EasyBath product. This research employs a case study research method on the EasyBath product business. The data analysis used is the Business Model Canvas of the EasyBath product business. The results show that EasyBath products have 7 advantages, including 3in1 functionality, natural ingredients, eco-friendly, cultural value, travel-friendly, skin moisturization, and long-lasting fragrance up to 4 hours. With raw materials from UMKM in Jatinangor, EasyBath production involves drying, maceration, distillation, soap making, mixing, quality control, and packaging. The selling price is based on the cost of production with marketing techniques, such as discounts, social media promotion, giveaways, direct selling, and campaigns. Furthermore, EasyBath products target various consumer segments, especially tourists, travelers, nature lovers, environmentalists, disaster volunteers, and field workers. EasyBath optimizes offline and online distribution channels, implements various marketing strategies, builds customer relationships with responsive service, and generates income from direct sales, distributors, and cooperation with stores. Thus, when considering total production costs including materials, rent, transportation, and others, it amounts to Rp11,019,758.00. Through effective marketing targeting, EasyBath has the potential to become a popular choice for the public.
Faktor-Faktor yang Memengaruhi Ekspor Biji Kakao Indonesia ke Pasar Amerika Serikat Yudha, Eka Purna; Larasati, Farah; Fadhilah, Adistia
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 2 (2024): Juli 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i2.14012

Abstract

Cocoa is one of the leading commodities in the plantation sector which has an important role and contributes greatly to Indonesia's export activities. Cocoa has the potential to improve the country's economy through international trade between Indonesia and its destination market, the United States, which is known as a world cocoa beans importer. Part of the cocoa that is processed and used as this research material is cocoa beans. This study aims to identify and analyze the factors that influence the export of Indonesian cocoa beans to the United States. The method used is a multiple linear regression analysis method using SPSS software using variables that are processed. These variables are world cocoa bean prices, Indonesian cocoa bean export prices to the United States market, cocoa bean export prices to competing countries (Ecuador), Indonesia's real GDP, GDP real United States, Population of Indonesia and the United States, and Productivity of cocoa beans.
Co-Authors Adi Nugraha Adi Nugraha Afif Ahmad Rifai Afwan, Fahrian Aif Ahmad Choibar Tridakusumah Aini, Azizah Aini, Indah Nurul Aliesyanur Fauziah Almira, Bellinda Andika, Alif Annisa Fitri Apridiantri, Safira Rahmah Aqila Shafa Adela Arido Laksono Aulia, Safira Aviola, Zulaika Azura, Chiquitita Qinthar Azzahra, Lissa Bagaskara, Fadil Bambang Juanda Benyamin, Gamaliel Bintang Gentzora Bintang Maulana Gentzora Br Ginting, Adika Ivana Carli, Zahra Alfredia Putri Dewi, Vira Kusuma Dina Rahayuning Pangestuti, Dina Dini Rochdiani Dita Faradhila Melinia Dona Setia Umbara Dwiasih, Nayda Eddy Renaldi Eliana Wulandari Elly Rasmikayati Endah Djuwendah Erin Ratna Kustanti Ernah Ernah Ernah, Ernah Ery Supriyadi R. Esa Noerbayinda Fadhilah, Adistia Fadillah, Futri Fauza Fadiya, Az Zahra Khoirurrizqa Fadlunnisa, Dinar Faoziah Ulfah Fatmawati Farhan, Fahmi Muhammad Farhani, Finivita Faris Maulana Satria Fatmawati, Faoziah Ulfah Faujatul Hasanah Fauziyah, Aulia Hasna Faza, Nadif Muhammad Febrianti, Regita Febriyanti, Tenisya Firman Christian Gabero, Sandy Gita Cheria Vanessa Halomoan, Eric Peter Hardiansyah, Ilham Hasanah, Anggraeni Mafhul Hasani, Fauziyah Sirril Helena Erma Rasita Malau Hendarliana, Asri Nurrizka Hepi Hapsari Heriyanto, Farizy Rafi I Putu Sindhu Respati Widhiguna Indah Setiawati Istiqomah, Nabilla Iwan Setiawan Iwan Setiawan Izzudin, Fahmi Akbar Karo, Kalifman Lingga Izzati Karo Lala M Kolopaking Larasati, Farah Lies Sulistyowati Mahira, Hafshah Ayna Mahra Arari Heryanto Mani, Syifa Al Mirfazli, Miluniqa Yasmin Modjo, Andhika Rangga Kusuma Mohamad Arief Setiawan Mufid, Fadllan Hafiyan Muhamad Nurdin Yusuf Muhammad Aries Nabiilah, Putri Nafarin, Bunga enisa Nanda Kurniawati Natasha, Natasha Naufal Daneswara Naufal Muharam Nurdin Neneng Komariah Ningrum, Catharina Audrey Nur Syamsiyah Nur Syamsiyah Nurdijanti, Rahmadevi Nurkhairi, Adinda Nurrahman, Iqbal Nuryani, Nelis Pamungkas, Tegar Iman Ibrahim Pandi Pardian Parhanudin, Idham Pebriyanti, Viyana Perdana, Hafizh Hadian Permana, Reza Permata, Anisa Putri Pitariani Halawa Putri, Cindy Kaori Eka Putri, Maura Zhafira Putri, Nurhadini Rafif Affanda Firdaus Rahmadinna, Salsabila Rahmah, Ulya Rahman, Naufal Rahman, Nazwa Aulia Ramadhani, Ingrid Putri Ramadhani, Nadhifa Zahra Ramadhaningsih, Novita Rania Rosa Kamila Resa Ana Dina Rezky Algipari Rifqi Muhammad Zuhdi Rilus Kinseng Risma Namira Risma Yuniar Rizki Nurislaminingsih Rizki Nurislaminingsih Rizki Nurislaminingsih, Rizki Safira Aulia Putri Salsabila, Andita Samuel Lantip Wicaksono Samuel Lantip Wicaksono Savitri, Adila Riana SETIAWAN, IWAN Shafyra Nuruzzakiya M Sinaga, Artikha Ruth Ckhaeren Seoul Sinaga, Rosiana Sri Fatimah SUPYANDI, DIKA Suroso, Muhammad Naufal Aditya Suryatno, Iwan Syahira, Nur Syakirotin, Muthiah Tabita, Aya Diva Tambunan, Pascal Christian Maranatha Tangim, Ernah Tasya Regita Prasetyo Tedjalaksana, Viorensa Triana Dewi Trisna Insan Noor Trivita, Rara Annisa Tsalaatsa, Lazuardhi Ibnu Tuti Karyani Ulis Salsabila Wassalwa Ulya Rahmah Wicaksono, Samuel Lantip Widhiguna, I Putu Sindhu Yudiantana, Faradilla Christalia Zahira, Ghaitsa Zainal Arifin Zumi Saidah