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All Journal Agrikultura Balale' : Jurnal Antropologi
Nurseto, Hardian Eko
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Agriculture, Biological Sciences & Forestry Social Sciences

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Consumer Actual Purchases on Premium Healthy Beverages: A Study of New Technology Cold-Pressed Fruit Processing Utami, Hesty Nurul; Putri, Rifa Fajriani; Wiyono, Sulistyodewi Nur; Nurseto, Hardian Eko; Noor, Trisna Insan
Agrikultura Vol 35, No 3 (2024): Desember, 2024
Publisher : Fakultas Pertanian Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/agrikultura.v35i3.55834

Abstract

The paper focuses on the factors influencing consumers' actual purchase decisions for healthy products using new technology to produce fresh product-based beverages. Cold-pressed juice is a premium beverage made from fresh produce with a new technology-based process that can produce high nutrition as an alternative for the consumer's diet. The research examines the relationship between price, promotion, and product quality on consumers' purchase decisions on beverages with premium categories. A survey was conducted among 50 respondents of urban consumers who have experience buying premium healthy beverages of the brand XYZ in two outlets in Jakarta. The mean value and rank Spearman correlation analysis revealed that product quality, promotion, and price, in a particular order, were the best factors evaluated by customers, and these factors significantly correlate with purchase decisions. Product quality is the most considered by customers; however, only product quality affects consumer purchase decisions among the three factors. The findings may help processed fresh produce beverage processors and outlet owners understand the factors affecting customer purchase decisions to buy such premium fresh produce beverages. It also enables them to make better decisions in emerging technology-based beverage production for fresh produce commodities and food retail development, including supporting consumer diet choices.
Dari Kebutuhan hingga Ekspresi Diri: Membaca Praktik Kewirausahaan Mahasiswa Generasi Z sebagai Gejala Sosial Wandani, Julia; Rosa, Reynasywa Nathania; Kirana, Ulfitaria; -, Frandina; Supangkat, Budiawati; Nurseto, Hardian Eko
Balale' : Jurnal Antropologi Vol 6, No 2 (2025): November 2025
Publisher : Universitas Tanjungpura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/balale.v6i2.95951

Abstract

This study aims to understand the entrepreneurship practices of Generation Z students as part of the broader social dynamics they navigate in their everyday lives. Entrepreneurial activities carried out by students are not solely driven by economic motives, but are also closely linked to life experiences, personal relationships, and the search for identity amid academic and social pressures. This research employs a qualitative approach, utilising in-depth interviews with five student entrepreneurs. The findings reveal that students' motivation to engage in entrepreneurship arises from a combination of financial needs, values instilled through family upbringing, and a desire for independence and control over their lives. Beyond being an economic strategy, entrepreneurship serves as a means for students to negotiate roles, adjust to the rhythms of daily life, and present a particular self-image within their social environment. The study reveals that student entrepreneurship is a multifaceted practice deeply rooted in the social, cultural, and emotional contexts in which students develop and live. Based on these findings, it is recommended that university-based entrepreneurship programs be more responsive to the lived experiences and needs of students, rather than focusing solely on technical skills.
Co-Authors -, Frandina Budiawati SUpangkat Iskandar, Budiawati SUpangkat Hesty Nurul Utami Kirana, Ulfitaria Putri, Rifa Fajriani Rosa, Reynasywa Nathania Sulistyodewi Nur Wiyono Trisna Insan Noor Wandani, Julia