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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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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.
A LITTLE FARMER’S: PROGRAM PENGENALAN PROFESI PETANI PADA ANAK USIA DINI MELALUI METODE STORY TELLING INTERAKTIF Maulida, Dwi Laila; Yektiningsih, Endang; Ramadhani, Mirza; Leilasari, Yennyka; Nurmalitasari, Putri; Putra, Akbar Hari
JMM (Jurnal Masyarakat Mandiri) Vol 9, No 2 (2025): April
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jmm.v9i2.29468

Abstract

Abstrak: A Little Farmer’s adalah program yang dibuat sebagai upaya untuk pengenalan dan edukasi tentang profesi petani pada anak yang disesuaikan dengan kemampuan, kebutuhan, dan metode yang menarik sehingga menciptakan ketertarikan pada anak terhadap profesi petani. Seperti yang kita ketahui bahwa regenerasi petani masih menjadi isu klasik dalam sektor pertanian yang ditandai dengan rendahnya minat generasi muda terhadap pertanian. Salah satu penyebab utama rendahnya minat generasi muda yaitu kurangnya pengetahuan dan pemahaman tentang profesi petani sejak dini. Kegiatan pengabdian tentang pengenalan profesi petani bertujuan utuk meningkatkan kreativitas, melatih sensori dan motorik anak serta memberikan edukasi tentang alat alat pertanian yang digunakan petani sehingga terbentuk ketertarikan anak terhadap profesi petani. Metode Story Telling interaktif dikemas dalam bentuk sosialisasi dan pendampingan untuk Anak TK. Jumlah peserta yang mengikuti sosialisasi sebanyak 50 orang. Kegiatan evaluasi dilakukan melalui observasi langsung untuk melihat seberapa jauh pemahaman siswa tentang profesi petani. Hasil menunjukkan bahwa 78 % siswa mampu untuk menceritakan kembali bagaimana pengalaman yang sudah didapat di depan kelas.Abstract: A Little Farmer’s is an educational program designed to introduce children to the farming profession through approaches tailored to their age, needs, and interests. This program aims to foster children's enthusiasm for farming through interactive and engaging methods. The regeneration of farmers remains a longstanding challenge in the agricultural sector, marked by the low interest of younger generations in pursuing farming careers. One of the main causes of this low interest is the lack of knowledge and understanding about the farming profession from an early age. Through the A Little Farmer’s program, children are encouraged to explore the farming profession while enhancing their creativity, developing sensory and motor skills, and learning about the tools commonly used by farmers. This is achieved through interactive storytelling sessions presented in the form of socialization and hands-on guidance, specifically designed for kindergarten students. The program was attended by 50 children, and its success was evaluated through direct observation to assess how well they understood the farming profession. The results showed that 78% of the participants were able to confidently share their experiences in front of the class. 
The Willingness of Farmers to Adopt Innovations from Farmer-Owned Enterprises (BUMP) Wicaksono, Karuniawan Puji; Kusuma, Bayu Adi; Permanasari, Paramyta Nila; D.P, Della Aprillia; Dewi, Rahma Wilda Kusuma; Ramadhani, Mirza; Rohman, Ach. Ainur
HABITAT Vol. 35 No. 1 (2024): April
Publisher : Department of Social Economy, Faculty of Agriculture , University of Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.habitat.2024.035.1.4

Abstract

A Method to increase the capacity of farmers is through farmer institutions. BUMP or know as (Farmer-Owned Enterprise) is one of the farmer institutions which incorporate in the agricultural commodity association. BUMP is helpful association for increasing farmer’s income and knowledge, facilitating farmers in obtaining production facilities and also capital, and facilitating the sale of crops to increase the productivity of agricultural products. However, behind the benefits provided, there are challenges that must be faced related to the willingness of farmers to adopt innovations. This study pays attention to how the influence of self-efficacy and attitude on the willingness to adopt is supported by the variables Perceived Ease of Use and Perceived Usefulness. This research was conducted in Dadaplangu Village, Ponggok District, Blitar Regency. Respondents in the study consist of 35 members of Gapoktan Rukun Sentosa who were taken by a saturated sampling technique. The result analysis of this study using SEM PLS showed that self-efficacy, attitude, perceived ease of use, and perceived usefulness influenced the farmers' willingness to adopt the innovation.
Kajian Pemanfaatan dan Potensi Aplikasi Lanjut Tumbuhan Cemara Udang (Casuarina equisetifolia L.) bagi Indonesia: Studi Pustaka Handarini, Kejora; Yuniati, Yuyun; Ramadhani, Mirza; Kusyairi, Achmad
Bioscientist : Jurnal Ilmiah Biologi Vol. 12 No. 1 (2024): June
Publisher : Department of Biology Education, FSTT, Mandalika University of Education, Indonesia.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33394/bioscientist.v12i1.11313

Abstract

The abundance of flora in Indonesia is an advantage that Indonesia has, so it needs to be preserved to support the continuity of social life. Cemara udang is a conifer tree with a straight, sturdy trunk, with hanging branches and sharp green leaves which is also found in Indonesia, which borders the Indian Ocean. This species is conserved in Indonesia and is found in coastal areas, beaches and mangrove forests. Through this literature study, exploration of the empowerment of cemara udang plants is discussed. Cemara udang plants provide protection from potential adverse climates such as strong winds and soil protection. This plant also has medical benefits such as inflammation problems, digestive issues, and sore throats, and is anti-bacterial. This plant is known to have biactive compounds such as alkaloids, glycosides, saponins, flavonoids, tannins, steroids, phenolics and triterpenoids. This study also explores the potential for sustainability of cemara udang plants in Indonesia to make them more commercially efficient, as an advanced material whose potential has recently been discovered as nanoparticles for health, and as an adsorbent to overcome the problem of aquatic environments that contain a lot of residual dye.
PELATIHAN STRATEGI DIGITAL MARKETING PRODUK OLAHANPANGANPERIKANAN PADA SISWA SMA AL-ISLAMKRIAN Ningtyas, Rosidah Wahyu; Saraswati, Exist; Rhochmad Wahyu Illahi; Aida, Gilang Rusrita; Ramadhani, Mirza
Jurnal Pengabdian Perikanan Indonesia Vol 4 No 2 (2024): Jurnal Pengabdian Perikanan Indonesia
Publisher : Program Studi Budidaya Perairan Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jppi.v4i2.4924

Abstract

Perkembangan teknologi terhadap bisnis kecil dan menengah(UKM) diIndonesia, khususnya melalui adopsi pemasaran digital merupakanhal yangbaru dan membawa dampak baik positif dalam bidang pemasaran. Penggunaanmedia sosial dan internet semakin meluas, didorong oleh pandemi COVID-19, yang mempercepat transformasi digital UKM. Pemasaran digital seperti SEO, SEM, dan media sosial memungkinkan wirausaha mencapai pasar yanglebihluas dengan biaya yang lebih rendah. Salah satu cara untuk mengantisipasiadalah program pengabdian kepada siswa. Program ini menjadi salahsatupeluang untuk solusi memperkenalkan digital marketing bagi generasi muda, dan menjadi bekal kemampuan dalam menanamkan jiwa kewirausahaan. Program pengabdian kepada siswa SMA Al-Islam Krian menjadi contohpenerapan digital marketing untuk mengembangkan keterampilanwirausahamuda dan mengurangi tingkat pengangguran. Kesimpulannya, pengembangandigital marketing dapat memperkuat dan memberdayakan generasi mudauntukberwirausaha, dengan saran untuk meningkatkan persiapan teknis dalampelatihan di masa mendatang.
Empowering Smallholder Dairy Farmers through Product Diversification: A Sustainable Value-Addition Strategy in Pasuruan Sholihah, Dewi Deniaty; Ramadhani, Mirza; Yuniati, Yuyun; Adelia, Kezia; Perwirani, Nindya Ayu Leonita
AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment) Vol. 9 No. 3 (2025)
Publisher : Asia Pacific Network for Sustainable Agriculture, Food and Energy (SAFE-Network)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29165/ajarcde.v9i3.864

Abstract

This condition impacts the low added value received and consequently affects the farmers’ welfare. This community service activity aims to empower farmers by diversifying fresh milk products into mozzarella cheese and yoghurt, thereby increasing added value. The method used is Participatory Rural Appraisal (PRA), which emphasizes active participation of partners in the process of problem identification, needs analysis, and solution formulation. The stages of activities include the socialization of business feasibility and marketing of processed milk products, technical training in mozzarella cheese and yogurt production, mentoring, and production monitoring. The results show that farmers are able to produce both products with good quality standards and improve their skills in processing and packaging. In addition, there is an increased awareness among farmers of the importance of product innovation in maintaining business sustainability. This activity also opens new marketing opportunities through local and digital networks, thereby contributing to the increase of farmers’ income. Contribution to Sustainable Development Goals (SDGs):SDG 1: No PovertySDG 8: Decent Work and Economic GrowthSDG 12: Responsible consumption and production
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