Claim Missing Document
Check
Articles

Found 2 Documents
Search
Journal : Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis

PENGARUH KESADARAN MEREK, ELECTRONIC WORD OF MOUTH DAN SALURAN PEMASARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN BUAH-BUAHAN MELALUI E-GROCERY Amalia, Vinka Riski; Adiarni, Nunuk; Aminudin, Iwan
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 9, No 2 (2023): Juli 2023
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v9i2.10796

Abstract

Had been carried out regarding influence of brand awareness, electronic word of mouth and digital marketing funnel on buying decision of fruits through e-grocery. Respondents were determined using the sample method. The sample size was 100 people taken from an unknown population of fruit buyers through e-grocery. Descriptive tabulation and SEM analysis of the PLS approach are used to determine the effect of brand awareness, electronic Word of Mouth (eWOM) and digital marketing funnel on consumer behavior, on purchasing decisions and on fruit purchase decisions based on e-grocery consumer behavior variables. The results showed that (1) electronic word of mouth and digital marketing channels have a real and significant effect on consumer behavior. Brand awareness has significant effect on consumer behavior, (2) electronic word of mouth, digital marketing channels and consumer behavior have significant effect on purchasing decisions and (3) electronic word of mouth and digital marketing channels have significant effect on purchasing decisions based on consumer behavior variables. Brand awareness has no real and significant effect on purchasing decisions based on consumer behavior variables.
Evaluasi Program Peremajaan Tanaman Kopi Arabika di Kabupaten Garut Menggunakan Policy Analysis Matrix (PAM) Aminudin, Iwan; Ningsih, Nunung Isnaini Dwi; Kusnari, Tri
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.v10i2.14336

Abstract

The coffee plant rejuvenation is one of the government programs for coffee commodities that has been carried out in several locations, one of which is in Garut Regency, West Java. To determine the success of this program, it is necessary to evaluate the Arabica coffee plant rejuvenation program in Garut Regency. The evaluation was conducted using the Policy analysis matrix (PAM). Respondents were Arabica coffee farmers selected through a purposive sampling method. 83 farmers out of 435 farmers who are members of 18 farmer groups were selected as respondents in this study. Primary data were obtained from questionnaires and secondary data were obtained from literature sources. The evaluation results showed that the Arabica coffee plant rejuvenation program had a competitive advantage as seen from two indicators, namely positive private benefits and Private Cost Ratio or PCR of 0.36 or < 1. The program also indicated that it had an impact on increasing profits for coffee farms in the research location as indicated by the value of PC > 1 (2.00). While the value of SRP>0 (0.22) indicates that the government program causes producers to spend less than the social cost of production. Overall, the Arabica coffee plant improvement program in Garut Regency has an impact on reducing the input costs of coffee farming increasing profits, and providing protection for coffee farmers.