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Pengaruh Promosi Melalui Social Media terhadap Keputusan Pembelian yang Dimediasi oleh Word Of Mouth Communication di KFC Ula, Azizah Audiatul; Suseno, Novie Susanti; Basit, Acep Abdul
Journal of Knowledge Management Vol 14 No 2 (2020): JOURNAL OF KNOWLEDGE MANAGEMENT
Publisher : Fakultas Ekonomi Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/jkm.v14i2.1655

Tujuan penelitian ini adalah untuk mengetahui pengaruh promosi melalui social media melalui word of mouth terhadap keputusan pembelian di KFC. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekatan deskriptif dan asosiatif. Teknik pengumpulan data yang digunakan adalah studi kepustakaan dan studi lapangan. Penarikan sampel yang digunakan dalam penelitian ini adalah teknik non probability sampling yaitu dengan teknik purposive sampling dengan sampel sebanyak 100 responden. Pengujian alat ukur data menggunakan uji validitas dan uji reliabilitas. Berdasarkan hasil penelitian menunjukkan bahwa promosi melalui social media berpengaruh signifikan terhadap keputusan pembelian di KFC, promosi melalui social media berpengaruh signifikan terhadap word of mouth di KFC, promosi melalui social media berpengaruh signifikan terhadap keputusan pembelian setelah memasukan variabel word of mouth ke dalam persamaan.

Exploring the Mandalagiri Coffee Supply Chain Using the Business Model Canvas (BMC) to Achieve Sustainability in the Coffee Industry Hamdani, Nizar Alam; Rismanto, Hilman; Basit, Acep Abdul
Ilomata International Journal of Management Vol. 7 No. 1 (2026): January 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i1.1928

This study explores the Mandalagiri coffee supply chain using the Business Model Canvas (BMC) approach to support sustainability in the coffee industry. The research is motivated by increasing competition in both domestic and international markets, as well as the need for small and medium coffee industries to strengthen competitiveness through innovative, efficient, and sustainable business strategies. The novelty of this study lies in mapping coffee management from upstream to downstream while expanding market access through professional collaboration with local and international buyers. A mixed-methods approach was used, combining in-depth interviews, field observations, Focus Group Discussions (FGDs), and questionnaires administered to 40 respondents, including farmers, business actors, village governments, and related stakeholders. Qualitative analysis applied the Resource-Based View (RBV) framework, emphasizing VRIO (valuable, rare, inimitable, and organizational) resources, while quantitative analysis employed Structural Equation Modeling–Partial Least Squares (SEM-PLS) 4.0. The findings reveal a strong relationship between RBV and sustainability with a coefficient of 0.794, supported by a t-statistic of 16.921, indicating a significant positive effect. This demonstrates that stronger RBV characteristics enhance sustainability outcomes. Within the BMC, key partners, key resources, and value propositions play a crucial role in improving competitive advantage through strengthened human resources, product innovation, and reputation. Overall, the study confirms that coffee industry sustainability depends not only on external strategic efforts but also on effective internal resource management. The results are expected to serve as a reference for developing competitive coffee business models oriented toward economic, social, and environmental sustainability.

Strategies to Enhance the Productivity of Yellow Bean Coffee Through Seed Certification and Value-Added Nursery Practices Hermina, Tinneke; Alkautsar, Muslim; Romdhon, Mochamad; Fauziah, Hanifah; Basit, Acep Abdul
Ilomata International Journal of Management Vol. 7 No. 1 (2026): January 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar

This study aims to develop strategic approaches to enhance the productivity of Yellow Caturra coffee cultivated in Mount Mandalagiri, Garut Regency, Indonesia. Since 2012, Mandalagiri coffee farmers have experienced a decline in yields, primarily due to the use of seedlings that are not well-suited to the volcanic soil conditions of the region. Although the area possesses significant potential for coffee cultivation expansion through the national social forestry programme, the availability of certified Yellow Caturra seedlings remains limited. This research employed a qualitative descriptive approach to obtain an in-depth understanding of the certification process for Yellow Caturra nurseries and the potential value added from nursery activities to improve productivity. Data were analysed using the SOAR framework (Strengths, Opportunities, Aspirations, and Results) to identify strategic priorities for sustainable productivity enhancement. The findings highlight three main strategies: (1) the selection of superior Yellow Caturra parent plants and the integration of Good Agricultural Practices (GAP) within nursery operations to ensure seed certification; (2) capacity building and skill enhancement for seed breeders to strengthen the quality and scalability of seedling production; and (3) the promotion of Yellow Caturra coffee as Garut’s distinctive specialty product. These strategies underline the critical roles of certification, human resource development, and regional branding in improving productivity and ensuring the long-term sustainability of coffee cultivation in Mandalagiri.

Exploring the Mandalagiri Coffee Supply Chain Using the Business Model Canvas (BMC) to Achieve Sustainability in the Coffee Industry Hamdani, Nizar Alam; Rismanto, Hilman; Basit, Acep Abdul
Ilomata International Journal of Management Vol. 7 No. 1 (2026): January 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i1.1928

This study explores the Mandalagiri coffee supply chain using the Business Model Canvas (BMC) approach to support sustainability in the coffee industry. The research is motivated by increasing competition in both domestic and international markets, as well as the need for small and medium coffee industries to strengthen competitiveness through innovative, efficient, and sustainable business strategies. The novelty of this study lies in mapping coffee management from upstream to downstream while expanding market access through professional collaboration with local and international buyers. A mixed-methods approach was used, combining in-depth interviews, field observations, Focus Group Discussions (FGDs), and questionnaires administered to 40 respondents, including farmers, business actors, village governments, and related stakeholders. Qualitative analysis applied the Resource-Based View (RBV) framework, emphasizing VRIO (valuable, rare, inimitable, and organizational) resources, while quantitative analysis employed Structural Equation Modeling–Partial Least Squares (SEM-PLS) 4.0. The findings reveal a strong relationship between RBV and sustainability with a coefficient of 0.794, supported by a t-statistic of 16.921, indicating a significant positive effect. This demonstrates that stronger RBV characteristics enhance sustainability outcomes. Within the BMC, key partners, key resources, and value propositions play a crucial role in improving competitive advantage through strengthened human resources, product innovation, and reputation. Overall, the study confirms that coffee industry sustainability depends not only on external strategic efforts but also on effective internal resource management. The results are expected to serve as a reference for developing competitive coffee business models oriented toward economic, social, and environmental sustainability.

Strategies to Enhance the Productivity of Yellow Bean Coffee Through Seed Certification and Value-Added Nursery Practices Hermina, Tinneke; Alkautsar, Muslim; Romdhon, Mochamad; Fauziah, Hanifah; Basit, Acep Abdul
Ilomata International Journal of Management Vol. 7 No. 1 (2026): January 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar

This study aims to develop strategic approaches to enhance the productivity of Yellow Caturra coffee cultivated in Mount Mandalagiri, Garut Regency, Indonesia. Since 2012, Mandalagiri coffee farmers have experienced a decline in yields, primarily due to the use of seedlings that are not well-suited to the volcanic soil conditions of the region. Although the area possesses significant potential for coffee cultivation expansion through the national social forestry programme, the availability of certified Yellow Caturra seedlings remains limited. This research employed a qualitative descriptive approach to obtain an in-depth understanding of the certification process for Yellow Caturra nurseries and the potential value added from nursery activities to improve productivity. Data were analysed using the SOAR framework (Strengths, Opportunities, Aspirations, and Results) to identify strategic priorities for sustainable productivity enhancement. The findings highlight three main strategies: (1) the selection of superior Yellow Caturra parent plants and the integration of Good Agricultural Practices (GAP) within nursery operations to ensure seed certification; (2) capacity building and skill enhancement for seed breeders to strengthen the quality and scalability of seedling production; and (3) the promotion of Yellow Caturra coffee as Garut’s distinctive specialty product. These strategies underline the critical roles of certification, human resource development, and regional branding in improving productivity and ensuring the long-term sustainability of coffee cultivation in Mandalagiri.

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