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All Journal Jurnal Ilmu Ternak Jurnal Sosial Ekonomi Pertanian Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness) Agrivet : Jurnal Ilmu-Ilmu Pertanian dan Peternakan (Journal of Agricultural Sciences and Veteriner) Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Jurnal Penelitian Pertanian Terapan Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Agrisocionomics: Jurnal Sosial Ekonomi Pertanian JURNAL ILMIAH MAHASISWA AGROINFO GALUH BHUMI: Jurnal Agraria dan Pertanahan Paspalum: Jurnal Ilmiah Pertanian Jurnal Perilaku dan Strategi Bisnis Jurnal Agristan Jurnal Penyuluhan Pertanian JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian
SETIAWAN, IWAN
Departemen Sosial Ekonomi Pertanian, Fakultas Pertanian, Universitas Padjadjaran
Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Veterinary Other

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Celebrity Endorsement Produk Hortikultura Online pada Era Digital di PT. Tani Hub Indonesia Miluniqa Yasmin Mirfazli; Agriani Hermita Sadeli; Lucyana Trimo; Iwan Setiawan
Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness) Vol. 10 No. 2 (2022): Desember 2022 (Jurnal Agribisnis Indonesia)
Publisher : Departmen of Agribusiness, Economics and Management Faculty, Bogor Agricultural University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jai.2022.10.2.312-324

Abstract

Mengembangkan usaha di era digital ini berkaitan dengan perubahan perilaku dan pola belanja masyarakat yang biasanya berbelanja secara offline menjadi online. Dengan perkembangan digital, konsumen mampu melakukan kegiatan belanja di e-commerce­ yang bisa diakses dimana saja dan kapan saja. Kegiatan pemasaran pun kian berkembang, salah satunya adalah strategi pemasaran Celebrity Endorsement yang saat ini sedang banyak dilakukan pengusaha. Dengan mengandalkan popularitas selebriti, produk yang dijual dapat menjangkau konsumen di luar kota maupun luar negri. Celebrity Endorsement ini biasa diterapkan pada produk kecantikan atau fashion, tetapi salah satu e-commerce agribisnis yang menjual produk hortikultura menggunakan strategi ini, yaitu Tani Hub. Tujuan dari penelitian ini adalah peneliti ingin mengetahui bagaimana selebriti dapat mempengaruhi keinginan membeli konsumen terhadap produk hortikultura yang dijual secara online oleh e-commerce agribisnis Tani Hub, kemudian faktor apa yang paling mempengaruhinya serta bagaimana peran selebriti ini terhadap media sosial Tani Hub. Metode penelitian ini kuantitatif dilakukan dengan menggunakan teknik analisis data PLS-SEM. Responden penelitian sebanyak 100 yang berasal dari followers Instagram Tani Hub. Teknik penentuan responden menggunakan teknik non probability sampling. Hasil penelitian menunjukkan hanya satu variabel yang berpengaruh secara signifikan yaitu Attractiveness yang menjadi faktor yang paling berpengaruh. Variabel sisanya yaitu Truthwthiness, Expertise dan Celebrity Match-Up tidak berpengaruh signifikan. Peran terbesar selebriti adalah dengan meningkatkan followers pada media sosial Tani Hub.
REDEFINISI PETANI: DISKURSUS INDONESIA VIS-A-VIS BARAT M. Gunardi Judawinata; Iwan Setiawan
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 9, No 1 (2023): Januari 2023
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v9i1.9277

Abstract

In Indonesia, the rising rate of agricultural land conversion and soil degradation, decreasing agricultural exchange rates, advancing technological and cultural development, and expanding innovations in planting mediums and farming approaches, have blurred the definition of a peasant. Does the same phenomenon happen worldwide? This paper aims to set the evolution of the definition of a peasant in Indonesia globally. This study departed from the constructivism paradigm, which used a hermeneutics approach and literature study method. More than 50 literature from the past century were studied. We found that in Indonesia, the definition of the peasant has not been strongly justified from many perspectives (experts, institutions, communities), which created disparities in space and time contexts. While peasant’s global definition tends to be constant as it acts as the centre of the proposition just like other professions. Diversities in commodities, planting systems, and the bargaining position of farming as economic activity caused the specification of peasant’s definition in Indonesia. Thus, the definition of the peasant is still “wild” without strong boundaries. As one of the former colonial countries, Indonesia cannot be separated from its colonial inheritance, which affected the media and corporations. We conclude that the reconstruction of peasants’ definitions and praxis becomes a necessity because the biases of the paradigm and characteristics of peasants have made peasants lose their autonomy, sustainability and sense of humanity (humanism). The definition of peasant is not limited to space and land occupied, it has not been agreed upon as a profession and the label is used openly.
MARKETING MIX DAN PERILAKU KONSUMEN KEDAI KOPI DI KECAMATAN MAJALAYA Rendy Abdul Mughni; iwan Setiawan
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 9, No 1 (2023): Januari 2023
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v9i1.8973

Abstract

The development of the world of coffee drinks has caused the demand for coffee to increase and coffee shops have begun to appear in various regions. The number of coffee shops that have sprung up has caused intense business competition in the coffee sector which requires coffee business people to develop their businesses in order to have more attractiveness to coffee consumers. This study aims to determine consumer characteristics, analyze the relationship between characteristics and consumer behavior, and analyze the impact of marketing mix on coffee shop consumer behavior. The sampling method is carried out by accidental sampling technique. The analysis methods used are descriptive analysis, Spearman Rank correlation, and Logistic Regression. The results showed that coffee shop consumers are dominated by consumers aged 18-27 years (youth), the last education / being pursued is a diploma / bachelor, income Rp.1,000,000 - Rp.3,000,000, have no dependents and the distance from home to the coffee shop is between 1-3 km. The characteristics of the age and income of the consumer, the level of education, the number of dependents, and the distance from home to the coffee shop are in real contact with consumer behavior. The product, place, and promotion components have a real effect on coffee consumer behavior but with a low influence, while the price component has no influence. Coffee attributes that must be maintained are the attributes of facilities, cleanliness, easy to reach, fragrance, menu variations, and advertising promotion.
ANALISIS NILAI TAMBAH AGROINDUSTRI KERIPIK PISANG (Studi Kasus pada Agroindustri Keripik Pisang Karya Ayu di Desa Pusakanagara Kecamatan Baregbeg Kabupaten Ciamis) Asep Nurdiyana; Iwan Setiawan; SUDRADJAT SUDRADJAT
Jurnal Ilmiah Mahasiswa Agroinfo Galuh Vol 10, No 1 (2023): Januari 2023
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/jimag.v10i1.9076

Abstract

Sebagai sebuah usaha peningkatan nilai tambah komoditas berbasis komunitas, agroindustri sangat prospektif, tetapi sebagian besar pelakunya abai terhadap analisis kelayakan usaha. Penelitian ini bertujuan untuk mengetahui : (1) Besarnya biaya, penerimaan dan pendapatan pengolahan pisang menjadi keripik pisang; dan (2) Besarnya nilai tambah pengolahan pisang menjadi keripik pisang. Penelitian yang berjenis kualitatif dan bermetode studi kasus ini dilaksanakan di Agroindustri Keripik Pisang Karya Ayu Desa Pusakanagara Kecamatan Baregbeg Kabupaten Ciamis selama bulan november sampai bulan Desember. Lokasi dan informan penelitian dipilih secara sengaja, karena memproduksi keripik pisang dalam jumlah cukup besar, dan usahannya sudah berjalan selama 12 tahun. Data primer diperoleh dari informan melalui wawancara mendalam dengan menggunakan panduan wawancara. Data primer yang terkumpul dianalisis secara deskripsi. Hasil penelitian menunjukkan: (1) Biaya yang dikeluarkan oleh agroindustri keripik pisang dalam satu kali proses produksi sebesar Rp Rp 8.460.758, sedangkan penerimaan Rp 9.900.000, dan pendapatan Rp 1.439.242; dan (2) Nilai tambah yang diperoleh agroindustri keripik pisang sebesar Rp 2.030,57 per kilogram dalam satu kali proses produksi.
Rice Farmers’ Agrarian Dynamics, a Historical Perspective Ahmad Choibar Tridakusumah; Adi Nugraha; Iwan Setiawan; Ganjar Kurnia
BHUMI: Jurnal Agraria dan Pertanahan Vol. 8 No. 2 (2022): Bhumi: Jurnal Agraria dan Pertanahan
Publisher : Pusat Penelitian dan Pengabdian kepada Masyarakat, Sekolah Tinggi Pertanahan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31292/bhumi.v8i2.531

Abstract

Abstract: As the staple food of Indonesians, rice has become an economic and political commodity in the country. This study aims to analyze the agrarian dynamics of rice farmers from a historical perspective, focusing on studying how the agrarian change affected the rice production mode in the present situation. The historiography approach used to produce critical analysis was complemented by tracing literature studies, especially in West Java, one of the main rice producers in Indonesia. The results showed that the structure of land tenure and ownership in rice farming had undergone a fundamental change. The dynamics that appear in rice can be seen at the level of agricultural technology intervention and local and national policies, which have experienced changes due to pressure from the agricultural production input sub-system. This pressure led to a change in peasant institutions that shifted from informal to formal, which was not in line with the structure of land tenure and ownership, which was still dominated by petty commodity producers. Keywords: Agrarian dynamics, farmers, historical, paddy
Strategi Pemasaran Kombucha Cascara Menggunakan Konsep Marketing Mix 7P dengan Analisis Matriks SWOT dan QSPM (Studi Kasus PT Agritama Sinergi inovasi Kota Bandung) Tazkia Khaerunnisa; Iwan Setiawan; Lucyana Trimo; Gema Wibawa Mukti
JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian Vol. 9 No. 2 (2024)
Publisher : Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37149/jia.v9i2.1173

Abstract

The increasing trend of a healthy lifestyle parallels the growing awareness among the Indonesian public of consuming healthy beverages, including the fermented drink kombucha. PT Agritama Sinergi Inovasi, as a start-up company that will market its newly developed product, kombucha cascara, will undoubtedly face new challenges considering the competitive landscape of the herbal beverage industry. This study aims to analyze PT Agritama Sinergi Inovasi Kombucha cascara's internal and external marketing factors and formulate priority marketing strategies for the product. This research employs a qualitative method with a case study approach. The data used include both primary and secondary data. Primary data were directly obtained from informants involved in the marketing of kombucha cascara at PT Agritama Sinergi Inovasi through in-depth interviews, guidance interviews, and direct field observations. Secondary data were sourced from various literature studies related to this research. The marketing strategy formulation was conducted using the 7P marketing mix concept. The data analysis of this research utilized the IFE and EFE matrices, the IE matrix, and processing into the SWOT matrix to derive alternative strategies and the QSPM matrix to determine the best strategy to prioritize within the company. The research results indicate that the marketing conditions of kombucha cascara at PT Agritama Sinergi Inovasi have an excellent internal and external position, as it scores above 2.50, meaning that the marketing of kombucha cascara has been able to leverage its strengths and address its weaknesses, as well as effectively exploit opportunities to overcome threats. The marketing of kombucha cascara at PT Agritama Sinergi Inovasi is in the grow and build stage, so the appropriate implementation strategies are intensive and integrative. Ten alternative strategies were identified, with the priority strategy for marketing PT Agritama Sinergi Inovasi Kombucha cascara being the expansion of distribution channels and geographical expansion.
Co-Authors Adi Nugraha Adi Nugraha Adi Prasetya Muammar Agriani Hermita Sadeli Agus Yuniawan Isyanto Ahmad Choibar Tridakusumah Asep Nurdiyana Bobby Rachmat Saefudin Budiman Budiman Dede Sudrajat dian nurdiana Dika Supyandi DIKA SUPYANDI Dika Supyandi Dona Setia Umbara Dzikri Khalifatullah Eka Purna Yudha Eliana Wulandari Elly Rasmikayati Faatihah A'dani Faujatul Hasanah Firdha Rikaz Fitrah Rahmah Insani Ganjar Kurnia Gema Wibawa Mukti Gunardi Judawinata Hery Supratman ILHAM EFFENDI Kurnia Kurnia Kustiwa Adinata Lies Sulistoyowati Lies Sulistyowati M. Gunardi Judawinata M. Gunardi Judawinata Maman Haeruman Karmana Meddy Rachmadi Miluniqa Yasmin Mirfazli Muhamad Nurdin Yusuf Muhammad G. Judawinata Nainggolan, Mai Fernando Panji Tresna Pribadi prastiyanto, arif Rani Andriani Budi Kusumo Rendy Abdul Mughni Resti Fauzia Rina Nuryati Riwanto Tirtosudarmo Sayid Nurahman, Ivan Shella Rizkiyana Silke Stoeber Siska Rasiska Solihin Rusydi Kasdi Sudradjat Sudradjat Sudrajat Sudrajat Syafira Dwi Soniansi Talitha Farida Hidayanti Tazkia Khaerunnisa Triana Febrianti Trimo, Lucyana Trisna Insan Noor Tualar Simarmata Ukas Suarfaputra Yayat Sukayat Yayat Sukayat YAYAT SUKAYAT Yayat Sukayat Yolanda Erfrissadona Yosini Deliana Yuliana Ataribaba Zumi Saidah