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All Journal Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis
Sujana, Utari Trina
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Impact of Entrepreneurial Competencies, Innovation Types, and Digital Marketing Strategies on Ground Coffee Business Performance: A Case Study of West Lampung Sujana, Utari Trina; Suharno; Nia Rosiana
Jurnal AGRISEP JURNAL AGRISEP VOL 24 NO 01 2025 (MARCH)
Publisher : Badan Penerbitan Fakultas Pertanian, Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31186/jagrisep.24.01.273-290

Abstract

Ground coffee has quite enormous economic potential in West Lampung. However, the coffee industry faces challenges maintaining and improving performance due to increasingly tight market competition. This research examines the impact of entrepreneurial competencies, innovation, and digital marketing on business performance, considering innovation as a mediating variable. Furthermore, it seeks to identify priority variables and indicators for enhancing the performance of ground coffee enterprises in West Lampung. Respondents in this research were 37 ground coffee entrepreneurs. Data analysis methods used are Partial Least Square (PLS) and Importance-Performance Map Analysis (IPMA). The findings of this research indicate that entrepreneurial competencies and digital marketing significantly impact the performance of ground coffee businesses in West Lampung. In contrast, innovation does not significantly impact business performance despite the positive influence of entrepreneurial competencies on innovation. Consequently, entrepreneurs should explore alternative, more effective strategies to foster business growth. To improve business performance, digital marketing strategies should be developed, including social media marketing, online marketplaces, and targeted advertising. Entrepreneurs can build content highlighting their unique taste by illustrating the production process, origin, and characteristic flavors. They can also showcase its quality through visually compelling photographs and videos demonstrating various preparation techniques.
PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PISANG “SUNPRIDE” DI KOTA BANDAR LAMPUNG Sujana, Utari Trina; Irianto, Heru; Khomah, Isti
Jurnal AGRISEP JURNAL AGRISEP VOL 19 NO 01 2020
Publisher : Badan Penerbitan Fakultas Pertanian, Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (316.944 KB) | DOI: 10.31186/jagrisep.19.1.15-26

Abstract

This research aims to analyze the effect of brand equity elements on the purchasing decision of "Sunpride" bananas in Bandar Lampung City. The basic method of this research is descriptive. The method of determining the location is purposive in Bandar Lampung City. The sampling using nonprobability sampling techniques, namely purposive sampling. The sample was 100 respondents. The analysis uses multiple linear regression analysis. The results indicate the elements of brand equity (brand awareness, brand associations, perceived quality, and brand loyalty) simultaneously have a positive effect on the purchasing decision of "Sunpride". Brand awareness, brand association and brand loyalty individually have a positive effect on the purchasing decision while the variable perceived quality has no effect. Known brands that have a relationship with health benefits and gain customer satisfaction will establish confidence in consumers to make purchasing decision of "Sunpride" bananas. Brand loyalty is the most influential variable on the purchasing decision of "Sunpride" bananas in Bandar Lampung City. 
Co-Authors Ahniasari Rosianawati Heru Irianto Isti Khomah Suharno