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All Journal Habitat International Research Journal of Business Studies (E-Journal) JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) JMM (Jurnal Masyarakat Mandiri) MONSU'ANI TANO Jurnal Pengabdian Masyarakat Jurnal Bisnis Tani Jurnal Karya Abdi Bioscientist : Jurnal Ilmiah Biologi Jurnal Pengabdian Perikanan Indonesia AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment) Jurnal Ilmiah SOSIO AGRIBIS AGRIEKSTENSIA International Research Journal of Business Studies
Ramadhani, Mirza
Jurusan Agribisnis, Fakultas Pertanian, Universitas Pembangunan Nasional “Veteran” Jawa Timur
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Journal : Jurnal Ilmiah SOSIO AGRIBIS

 1 
Analisis Perbedaan Intensi Berwirausaha Mahasiswa Pertanian Berdasarkan Keikutsertaan Dalam Kuliah Kewirausahaan (Analysis of Differences in Entrepreneurial Intentions of Agricultural Students Based on Participation in Entrepreneurship Courses) Ningsih, Yesi Mustika; Leilasariyanti, Yennyka; Ramadhani, Mirza
Jurnal Ilmiah Sosio Agribis Vol 25, No 1 (2025): Jurnal Ilmiah Sosio Agribis Vol 25 No 1
Publisher : Study Program of Agribusiness, Faculty of Agriculture, University of Wijaya Kusuma Surabay

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/jisa25120254425

Abstract

This study analyzes whether there is a significant difference in entrepreneurial interest in agricultural students based on taking entrepreneurship courses. The data shows that entrepreneurial interest in the agricultural sector is still relatively low, indicated by the small number of students who enter the field. The study used a descriptive quantitative method with the Mann-Whitney U test analysis technique. The sample consisted of 150 active students from three state universities in East Java, namely UPN "Veteran" East Java, Brawijaya University, and Trunojoyo University Madura. There are statistical results that entrepreneurship courses have an effect on students' entrepreneurial intentions, with a p value of 0.036 which is significant at the α level of 0.05. Thus, the null hypothesis stating that there is no difference between the two groups is rejected.Keywords: Intention, Entrepreneurship, Agriculture Students
PENGARUH PERILAKU KONSUMEN DAN BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KOPI KELILING DI JAWA TIMUR (The Influence of Consumer Behavior and Marketing Mix on The Purchase Decisions of Mobile Coffee Consumers in East Java) Maulida, Dwi Laila; Leilasariyanti, Yennyka; Hariputra, Akbar; Ramadhani, Mirza
Jurnal Ilmiah Sosio Agribis Vol 25, No 1 (2025): Jurnal Ilmiah Sosio Agribis Vol 25 No 1
Publisher : Study Program of Agribusiness, Faculty of Agriculture, University of Wijaya Kusuma Surabay

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/jisa25120254456

Abstract

Surabaya is one of the metropolitan cities with a highly active population, including both workers and students. Most of them enjoy coffee and embrace the growing coffee-drinking culture. However, due to their busy schedules, they prefer coffee that is convenient and can be taken on the go. This opportunity has led to the emergence of mobile coffee cart vendors scattered around main roads, especially near university campuses. The trend of mobile coffee is popular among young people due to its affordable price and decent taste. However, product development strategies are needed to ensure the sustainability and growth of current mobile coffee businesses. The purpose of this study is to analyze the influence of consumer behavior and marketing mix on consumers' purchasing decisions of mobile coffee in order to design effective and efficient strategies. The research method used is a quantitative approach utilizing SEM-PLS and IPA analyses. The results indicate that psychological factors and the marketing mix simultaneously and partially have a significant influence on purchasing decisions for mobile coffee in Surabaya. Meanwhile, the IPA analysis shows that the product variety indicator falls into quadrant 4, meaning that this indicator needs to be evaluated.Keywords: Mobile Coffee, Consumer Behavior, Marketing Mix, SEM-PLS. 
PERSEPSI KONSUMEN SEBAGAI MEDIATOR ANTARA KEPRIBADIAN MEREK DAN PENGALAMAN MEREK: STUDI PADA AGROINDUSTRI OLEH-OLEH MAKANAN MILIK SELEBRITI DI MALANG, INDONESIA (Consumer Perception as a Mediator Between Brand Personality and Brand Experience: A Study of Celebrity-Owned Souvenir Food Agroindustries in Malang, Indonesia) Ramadhani, Mirza; Riana, Fitria Dina; Hartati Wahyuningtyas, Agustina Shinta; Illahi, Rhochmad Wahyu; Anam, M. Khairul
Jurnal Ilmiah Sosio Agribis Vol 25, No 1 (2025): Jurnal Ilmiah Sosio Agribis Vol 25 No 1
Publisher : Study Program of Agribusiness, Faculty of Agriculture, University of Wijaya Kusuma Surabay

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/jisa25120254515

Abstract

In recent years, culinary tourism in tourist destinations has become a trend among global travelers. The development of tourism has also brought a shift in motivation from travel-based tourism to shopping tourism. However, it is known that there is considerable competition among culinary souvenir centers. Meanwhile, brand preferences are highly dynamic, making it essential for managers to consider them in efforts to increase customer satisfaction, encourage repeat visits, or even generate word-of-mouth intentions. This study aims to analyze the influence of brand personality, perceived coolness, and perceived service quality on brand experience. The research location was selected purposively, focusing on culinary souvenir centers in Malang City. The sampling technique used was non-probability sampling with purposive sampling method, involving a total of 100 respondents. Data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) via WarpPLS 7.0 software. The results show that there is a significant relationship between brand personality and brand experience through perceived coolness and perceived service quality. However, the relationship between perceived service quality and brand experience was found to be insignificant. Keywords: Brand Personality, Perceived Coolness, Perceived Service Quality, Brand Experience.
Co-Authors Achmad Kusyairi Adelia, Kezia Anam, M. Khairul Angga Pratama Putra Ayu Sayyidah Alafiyah, Ajeng Bagus Cahyo Nugroho D.P, Della Aprillia Dewi, Rahma Wilda Kusuma Dharma Setiawan Dwi Laila Maulida EFFY YUSWITA Endang Yektiningsih, Endang Exist Saraswati Fitria Dina Riana Gilang Rusrita Aida Hariputra, Akbar Hartati Wahyuningtyas, Agustina Shinta Illahi, Rhochmad Wahyu Karuniawan Puji Wicaksono Kejora Handarini Kusuma, Bayu Adi Kusyairi, Achmad Leilasari, Yennyka M Tajuddin Noor Ningtyas, Rosidah Wahyu Nisrina - Qotrunnada Novi Haryati Novi Haryati Nugroho, Bagus Cahyo Nurmalitasari, Putri Oetami Madyowati, Sri Paramyta Nila Permanasari, Paramyta Nila Perwirani, Nindya Ayu Leonita Prasmita Dian Wijayati Putra, Akbar Hari Putri, Rosita Widya Rachmadhan, Aditya Arief Rahmiati, Retnani Rhochmad Wahyu Illahi Rhochmad Wahyu Illahi Rohman, Ach. Ainur Rosidah Wahyu Ningtyas Rosita Widya Putri Saraswati, Exist Sari, Putri Nurmalita Sholihah, Dewi Deniaty Sigit Sucahyo, Bambang Sri Hartini, Suzana Syah, Nisrina Qotrunnada Yafi Alam Tarisya Alzura, Bilqis Wirawan, Indra Yafi Alam Syah Yennyka Leilasariyanti Yesi Mustika Ningsih Yusrudin, Yusrudin Yuyun Yuniati Yuyun Yuniati