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All Journal Agridevina : Berkala Ilmiah Agribisnis
Nurhadi, Eko
UPN "Veteran" Jawa Timur
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Social Sciences

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FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN BUAH PISANG BERMEREK DAN TANPA MEREK Herwina, Herdina; Nurhadi, Eko; Amir, Indra Tjahaja
Berkala Ilmiah AGRIDEVINA Vol 9, No 2 (2020): BERKALA ILMIAH AGRIBISNIS AGRIDEVINA
Publisher : UPN VETERAN JAWA TIMUR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/adv.v9i2.2458

Abstract

Consumer perspective on a product brand is important for the sustainability of products in the market, including banana. In this modern era, many people choose to buy fruit because of their high lifestyle and prestige. Therefore, it is necessary to conduct research to determine the level of consumer loyalty to the buying of branded and unbranded banana and to analyze the factors that influence the buying decision of branded and unbranded banana. The research was conducted in the Puncak Permai Surabaya modern market with 30 sample of branded banana consumer and 30 sample of unbranded banana consumer. The sampling technique uses non-probability sampling, the type of non-probability sampling used is accidental sampling. This research method uses a online questionnaire distributed via instagram and whatsapp. The data analysis used multiple linier regression analysis and consumner loyalty analysis. The results showed that there were 56,3% loyal branded banana consumers and 44% loyal unbranded banana consumers. On other side, the factors that significantly influence of banana buying decision are personal and psychological factors, while the income has a negative effect on the banana buying decision. DOI : https://doi.org/10.33005/adv.v9i2.2458
KESEDIAAN MEMBAYAR LEBIH TERHADAP BERAS ORGANIK DI TRANSMART ICONMALL GRESIK Nellasari, Arinda Dwi; Nugroho, Sigit Dwi; Nurhadi, Eko
Berkala Ilmiah AGRIDEVINA Vol 9, No 2 (2020): BERKALA ILMIAH AGRIBISNIS AGRIDEVINA
Publisher : UPN VETERAN JAWA TIMUR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/adv.v9i2.2460

Abstract

Public awareness of a healthy lifestyle makes organic products in great demand, including organic rice. The willingness to pay consumers for a good or service is determined by the desire of each individual or household who tries to maximize is utility with certain income and will determine the amount of demand for goods or services to be consumed. Therefore, it is necessary to do research on the factors that affect the willingness to pay consumers for organic rice. The research was conducted at Iconmall Gresik Transmart. The sample of this research was 40 people with the criteria that they had bought at least once organic rice products and were at least 17 years old. The data used in this research include primary data and secondary data. Data analysis used is contingent valuation analysis. The results showed that organic rice consumers are willing to pay more for all types of organic rice brands sold on Iconmall Gresik Transmart, where the total average for the type of Hotel Beras Kepala Super brand is Rp 33.214,286, Pure Green Pandan Wangi is Rp 41.444,445, Hotel Beras Merah Premium is Rp 36.181,817, dan Tropicana Slim Panino is Rp 39.096,001. DOI : https://doi.org/10.33005/adv.v9i2.2460
PENETRASI PASAR HASIL PERTANIAN KEBUNSAYUR SURABAYA Eliyana, Firda; Nurhadi, Eko; Yektiningsih, Endang
Berkala Ilmiah AGRIDEVINA Vol 9, No 2 (2020): BERKALA ILMIAH AGRIBISNIS AGRIDEVINA
Publisher : UPN VETERAN JAWA TIMUR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/adv.v9i2.2455

Abstract

Kebun sayur Surabaya is the first hydroponic vegetable producer in the city of Surabaya as well as a supplier of fresh vegetables in several segments of hotels, restaurants and cafes in Surabaya. To penetrate this segment is not easy, it requires a long process and various efforts to be able to penetrate the segment amid increasingly fierce market competition. This study aims to analyze: 1) market penetration conducted by Kebunsayur Surabaya towards hotels, restaurants and cafes, 2) differences in the absorption capacity of Kebunsayur Surabaya lettuce in hotels, restaurants and cafes, 3) Market penetration strategy that has been carried out by Kebunsayur Surabaya towards hotels, restaurants and cafes, 4) Market share controlled by Kebunsayur Surabaya in hotels, restaurants and cafes in Surabaya. The results showed that: (1) The form of market penetration carried out by Kebunsayur towards hotels, restaurants and cafes was by attracting non-users or potential consumers who were in their market environment (2) there were differences in the absorption of lettuce between hotels, restaurants and cafes in Kebunsayur Surabaya, (3) the market penetration strategy that has been carried out by Kebunsayur is in accordance with the Ihalauw 2017 theory, (4) The market share of Kebunsayur lettuce at Resto A has decreased from 39% (before the pandemic) to 29% (during the pandemic), while the lettuce from Kebunsayur is able to control 100% market share in JW Marriot and Cattura Expresso DOI : https://doi.org/10.33005/adv.v9i2.2455
Co-Authors Amir, Indra Tjahaja Eliyana, Firda Endang Yektiningsih, Endang Herwina, Herdina Nellasari, Arinda Dwi Nugroho, Sigit Dwi