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All Journal MEDIA PETERNAKAN - Journal of Animal Science and Technology Jurnal Ilmu Pertanian Indonesia Jurnal Komunikasi Pembangunan Jurnal Penyuluhan Jurnal Pengolahan Hasil Perikanan Indonesia Jurnal Manajemen dan Agribisnis Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness) Forum Agribisnis AGRISE JITRO (Jurnal Ilmiah dan Teknologi Peternakan Tropis) Agrokreatif Jurnal Ilmiah Pengabdian kepada Masyarakat AGRARIS: Journal of Agribusiness and Rural Development Research Jurnal Tataloka MIX : Jurnal Ilmiah Manajemen Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Jurnal AGROSAINS dan TEKNOLOGI JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) Abdimas Dewantara Menara Ilmu Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Journal of Integrated Agribusiness Journal of Food System and Agribusiness (JoFSA) Journal of Creative Student Research PESHUM
Burhanuddin Burhanuddin
Departemen Agribisnis, Fakultas Ekonomi Dan Manajemen, Institut Pertanian Bogor Jl. Kamper Wing 2 Level 5, Kampus IPB Darmaga Bogor 16680
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Transportation Veterinary

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Peran social media specialist dalam membangun brand awareness nimo tea resort di instagram Rashina Zahra Fadilla; Burhanuddin; Al - May Abyan Izzy Burhani; Diky Firdaus
Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Vol 12 No 1 (2026): April 2026 Jurnal Komunikasi Universitas Garut : Hasil Pemikiran dan Penelitian
Publisher : Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/jk.v12i1.43191

Abstract

Abstract The advancement of digital technology has encouraged companies across sectors, including the hospitality industry, to maximize social media as a platform for building brand image and strengthening consumer engagement. Instagram becomes the main medium for Nimo Tea Resort to showcase its visual advantages and increase brand awareness. However, the high follower count is not aligned with interaction levels, indicating the need for deeper analysis of the social media specialist’s role in managing the @nimotea_resort account. This study aims to examine the strategies and responsibilities of the social media specialist in planning, producing, optimizing, and evaluating Instagram content to build brand awareness. Using a descriptive qualitative method through interviews, observation, documentation, and literature review, the research adopts Regina Luttrel’s (2022) Circular Model of SoMe, which includes the stages of share, optimize, manage, and engage. The findings show that the social media specialist holds a key role in aligning trends with the resort’s identity, maintaining consistent visuals, responding to the audience in real time, and forming collaborations to broaden reach. Nonetheless, interaction remains low due to algorithmic shifts, rapid trend changes, and challenges in harmonizing trends with the brand’s elegant and exclusive tone. This study enriches digital communication research in hospitality and offers practical recommendations for strengthening Nimo Tea Resort’s visual-based social media strategies. Keywords: Brand awareness; instagram; social media management; social media marketing. Abstrak Perkembangan teknologi digital mendorong semua bidang perusahaan termasuk salah satunya bidang hospitality untuk memaksimalkan media sosial sebagai sarana membangun citra dan membangun interaksi dengan konsumen. Instagram menjadi platform utama yang dimanfaatkan Nimo Tea Resort untuk menampilkan keunggulan visual dan memperkuat brand awareness. Namun, tingginya jumlah pengikut tidak sebanding dengan tingkat interaksi, sehingga diperlukan analisis mendalam mengenai peran Social media specialist dalam pengelolaan akun @nimotea_resort. Penelitian ini bertujuan menganalisis strategi dan peran social media specialist dalam merencanakan, memproduksi, mengoptimalkan, serta mengevaluasi konten Instagram guna membangun brand awareness. Penelitian menggunakan pendekatan kualitatif deskriptif melalui wawancara, observasi partisipatif, dokumentasi, dan studi pustaka, dengan analisis data tematik berbasis teori The Circular Model of Some oleh Regina Luttrel (2022) yang mencakup tahap share, optimize, manage, dan engage. Hasil penelitian menunjukkan bahwa social media specialist berperan penting dalam menyesuaikan tren dengan karakter resort, menjaga konsistensi visual, merespons audiens secara real time, serta menjalin kolaborasi sebagai upaya memperluas jangkauan. Namun, interaksi belum optimal karena tantangan algoritma, perubahan tren yang cepat, serta keterbatasan kesesuaian tren dengan brand voice. Penelitian ini berkontribusi dalam memperkaya kajian komunikasi digital pada sektor hospitality serta memberikan rekomendasi praktis bagi Nimo Tea Resort dalam membangun efektivitas strategi media sosial berbasis visual untuk memperkuat brand awareness. Kata-kata kunci: Kesadaran merek; Instagram; manajemen media sosial; pemasaran media sosial.
ANALISIS KEBERLANJUTAN PEMBIBITAN SAPI POTONG PADA BPTU-HPT PADANG MENGATAS Pinta Aftaprilia Rizki Ananda; Rita Nurmalina; Burhanuddin Burhanuddin; Harry Suhada
Jurnal Agribisnis Indonesia Vol. 9 No. 2 (2021): Desember 2021 (Jurnal Agribisnis Indonesia)
Publisher : Departmen of Agribusiness, Economics and Management Faculty, Bogor Agricultural University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jai.2021.9.2.131-142

Abstract

Beef cattle breeding is one of the most important production factors and the quality of beef cattle breeds can affect the level of beef production. The increase in demand for beef is not followed by an increase in population and national beef productivity. The government is trying to fulfill the needs of domestic cattle breeds by establishing a Technical Implementation Unit for beef cattle breeding in various regions, one of which is Padang Mengatas BPTU-HPT. The most widely breed cattle breeders is local cattle, namely pesisir’s cattle. Therefore, in this study, it is needed to analyze the sustainability of pesisir’s cattle breeds in BPTU-HPT Padang Mengatas. Data collection using primary data was obtained by interviewing the respondents with the stakeholders. A secondary data was conducted using literature review from documents from various related institutional sources. Datawas processed using the Rap-Local Beef Cattle Breeding ordination technique through the mutidimensional scaling (MDS) method for sustainability analysis. Our results indicated the sustainability status of pesisir’s cattle breeding in multidimensional is quite sustainable, because the index value is at an interval of 50.01 until 75.00 with a value of 72.89 in the economic dimension, 67.96 in the ecological dimension, 67.78 in the social dimension, and 56.04 in the technological dimension.
Strategi Pengembangan Bisnis Bawang Goreng UD. HJ. MBOK SRI Di Kota Palu, Sulawesi Tengah Fanny Iswarini Nur T.; Lukman M. Baga; Burhanuddin Burhanuddin
Jurnal Agribisnis Indonesia Vol. 10 No. 2 (2022): Desember 2022 (Jurnal Agribisnis Indonesia)
Publisher : Departmen of Agribusiness, Economics and Management Faculty, Bogor Agricultural University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jai.2022.10.2.246-261

Abstract

Domestic shallot production generally has met domestic needs. Agricultural development aims to increase the production and income of farmers, especially in Central Sulawesi. One of the mainstay commodities that are expected to increase farmers' income is the local Palu shallot commodity. The purpose of this research is mapping the current business model of UD. Hj. Mbok Sri, analyzing the internal and external conditions of the business and formulating a design for improving its business model. The methods that used in this research are the Business Model Canvas (BMC), SWOT and Blue Ocean Strategy (BOS). This research was conducted by mapping the latest business models based on the 9 elements that exist in BMC, then it will be followed by a SWOT analysis on each BMC element and determining the strategy to overcome the problems that was existing at UD. Hj. Mbok Sri. Then it will be combined for improving the new business model from UD. Hj. Mbok Sri by using Blue Ocean Strategy’s perspective. The results showed that the alternative strategies that could be pursued in the development of UD. Hj. Mbok Sri can be focussed on customer segments elements, value propositions, channels, customer relationships and key partnerships, namely by optimizing the use of social networks, adding new customer segments and increasing the value proposition. These will have effects on better established customer and partnership relationships. Key activities will run smoothly and the main resources will also be more adequate, so that the flow of income will increase and the cost structure can be managed properly.
FAKTOR-FAKTOR YANG MEMENGARUHI PILIHAN SALURAN PEMASARAN TANDAN BUAH SEGAR PERKEBUNAN RAKYAT DI KABUPATEN NUNUKAN Arwan Arwan; Netti Tinaprilla; Burhanuddin Burhanuddin
Jurnal Agribisnis Indonesia Vol. 11 No. 1 (2023): Juni 2023 (Jurnal Agribisnis Indonesia)
Publisher : Departmen of Agribusiness, Economics and Management Faculty, Bogor Agricultural University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jai.2023.11.1.39-47

Abstract

Kelapa sawit merupakan komoditas unggulan perkebunan yang memiliki peranan penting dalam aktivitas perekonomian, termasuk di Kabupaten Nunukan. Pemasaran kelapa sawit dilakukan petani dalam bentuk tandan buah segar. Terdapat beberapa saluran pemasaran yang digunakan petani pada pemasaran tandan buah segar seperti pedagang pengumpul, pedagang besar dan koperasi. Pilihan saluran pemasaran merupakan keputusan yang paling kompleks yang dihadapi petani. Tujuan penelitian ini adalah untuk menganalisis faktor-faktor yang memengaruhi pilihan saluran pemasaran pada perkebunan rakyat di Kabupaten Nunukan. Pemilihan tempat penelitian dilakukan secara purposive dan penentuan responden menggunakan teknik purposive sampling dan snowball sampling. Sehingga jumlah sampel pada penelitian ini ialah 40 petani. Penelitian ini menggunakan data primer yang diperoleh melalui wawancara sedangkan data sekunder diperoleh dari instansi yang terkait. Alat analisis dilakukan secara deskriptif untuk menggambarkan saluran pemasaran yang terbentuk serta analisis regresi multinomial logistik untuk melihat faktor yang memiliki pengaruh terhadap pemilihan saluran yang akan digunakan dalam pemasaran. Hasil penelitian menunjukkan bahwa petani memasarkan tandan buah segar melalui saluran pemasaran pedagang pengumpul (76,22%), pedagang besar (10,91%), dan koperasi (14,85%). Berdasarkan analisis statistik regeresi multinomial menunjukkan bahwa usia petani, pengalaman usahatani, harga tandan buah segar dan sistem pembayaran secara tunai memiliki pengaruh yang signifikan dalam pemilihan saluran pemasaran yang digunakan pada pemasaran tandan buah segar.
PENGARUH JIWA KEWIRAUSAHAAN DAN MANAJEMEN AGRIBISNIS TERHADAP KEBERHASILAN USAHA IKAN PATIN DI KABUPATEN KAMPAR Rahmadani Safitri; Wahyu Budi Priatna; Burhanuddin Burhanuddin
Jurnal Agribisnis Indonesia Vol. 11 No. 2 (2023): Desember 2023 (Jurnal Agribisnis Indonesia)
Publisher : Departmen of Agribusiness, Economics and Management Faculty, Bogor Agricultural University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jai.2023.11.2.341-351

Abstract

Pengembangan usaha ikan patin di Provinsi Riau khususnya kabupaten Kampar tergantung kepada sumber daya manusia (SDM) kreatif dan inovatif serta memiliki daya saing. Usaha ikan patin mendapatkan dorongan dari pembudidaya ikan, pengusaha, dan pemerintah, hal ini dibuktikan dengan program peningkatan produksi ikan patin yang gencar dilakukan di masyarakat untuk pegembangan usaha ikan patin dengan bertambahnya minat masyarakat dan pengusaha ikan patin karena menyediakan peluang usaha yang baik di masa depan. Penelitian ini bertujuan untuk menganalisis pengaruh jiwa kewirausahaan dan manajemen agribisnis terhadap keberhasilan usaha budidaya ikan patin di Kabupaten Kampar. Penelitian ini merupakan penelitian kuantitatif. pengambilan sampel adalah non probability sampling berjumlah 153 responden. Metode pengumpulan adalah pengisian kuesioner. Data diolah dengan menggunakan model persamaan struktural (SEM) berbasis Partial Least Squares (PLS). hasil penelitian menunjukan bahwa: (1) jiwa kewirausahaan yang dimiliki oleh pembudidaya ikan patin di Kabupaten Kampar menempati kategori skor sangat baik. Jiwa kewirausahaan yang dimiliki yaitu motivasi, melihat peluang, berani mengambil resiko, mandiri dan orientasi terhadap pencapaian. Berani mengambil resiko mempunyai skor paling tinggi yaitu 88,86. (2) manajemen agribisnis yang dimiliki oleh pembudidaya ikan patin termasuk kategori sangat baik. Pelaksanaan mempunyai skor paling tinggi yaitu 90%. (3) Keberhasilan usaha yang capai oleh pembudidaya ikan patin di Kabupaten Kampar diukur melalui tiga kriteria yaitu ukuran perusahaan, pertumbuhan usaha dan keuntungan. Skor keberhasilan usaha masuk kedalam kategori sangat baik. Keberhasilan usaha dengan skor tertinggi dimiliki oleh indikator peningkatan keuntungan dengan skor 87,43 persen
ANALISIS KEBERLANJUTAN SOSIAL UMKM KOPI BUBUK PEREMPUAN WIRAUSAHA DI SUMATERA BARAT Ninda Novita; Burhanuddin; Rachmat Pambudy
Jurnal Agribisnis Indonesia Vol. 13 No. 2 (2025): Desember 2025 (Jurnal Agribisnis Indonesia)
Publisher : Departmen of Agribusiness, Economics and Management Faculty, Bogor Agricultural University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jai.2025.13.2.399-412

Abstract

Agroindustry-based MSMEs are a "leading sector" in agricultural development. MSMEs play a role in enhancing human resource competitiveness, creating new business opportunities, and absorbing the workforce. The increasing coffee consumption currently drives competition in both local and international coffee industries to better understand consumer preferences. Although the majority of micro-scale black coffee agroindustries in West Sumatra are managed by women, they have sustained operations since 1958 while facing competitors. This study aims to analyze the effect of social capital on social sustainability and the effect of social capital on social sustainability through entrepreneurial orientation. Data collection was conducted using a census method involving 160 respondents from black coffee MSMEs. Data were analyzed using SmartPLS 4.0. The study found that most female entrepreneurs (90.7 percent or 145 individuals) are aged 25–64, with 57.5 percent having completed senior or vocational high school. Most have less than 10 years of work experience. Social capital positively impacts social sustainability (0.773, T-Statistic 17.438), indicating a significant relationship. Entrepreneurial orientation shows a weak, insignificant effect (0.063, T-Statistic 0.111). Social capital has a direct influences on social sustainability, while entrepreneurial orientation does not significantly mediate this relationship. Enhancing social sustainability in women-led MSMEs requires fostering social relationships and empowering women for sustainable development.
Strategi Customer Relations BMW Eurokars sebagai Luxury Automotive Brand dalam Membangun Eksklusivitas dan Mempertahankan Loyal Customer Amanda Putri Fakhrana; Burhanuddin Burhanuddin; Al-May Abyan Izzy Burhani
Journal of Creative Student Research Vol. 4 No. 2 (2026): April : Journal of Creative Student Research
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jcsr-politama.v4i2.6208

Abstract

The luxury automotive industry emphasizes not only product quality, but also service experience and emotional relationships with customers as part of building a premium brand image. BMW Eurokars, as an official BMW dealer in Indonesia, builds exclusivity through customer relations strategies oriented toward personalized service, continuous communication, and premium customer experiences. This study aims to identify the forms of exclusivity developed by BMW Eurokars and the customer relations strategies used to maintain loyal customers. The study employed a descriptive qualitative approach with data collection techniques consisting of in-depth interviews, observation, documentation, and literature review. The results show that exclusivity is built through various premium services such as private events, fast lane service, personalized gifts, personal communication, and customer lounge facilities designed to provide comfort and special treatment for customers. Customer relations strategies are implemented through consistent two-way communication, responsive aftersales services, and a relational approach focused on customer needs and comfort. These forms of service are able to create emotional attachment, increase customers’ sense of appreciation, and strengthen customer loyalty toward BMW Eurokars. This study indicates that exclusivity and relationship quality are important factors in maintaining loyal customers in the luxury automotive industry.
Co-Authors . Harianto . Mintarti Ach Firman Wahyudi ACHMAD FARAJALLAH Ahyar Ismail Aisyah Hilal Aisyah Setiyaningasih Al - May Abyan Izzy Burhani Al-May Abyan Izzy Burhani Ali Alamsyah Kusumadinata Amanda Putri Fakhrana Anak Agung Ngurah Wisnawa Andriyono Kilat Adhi Anggita Tresliyana Suryana Arifah Qurrotu Aina Arma Aditya Kartika Arwan Arwan Asari Asari Ayu Wulandary Ayurei Nuralfya Bayu Krisnamurthi Cipta Yan Trimawan D Rahadian Dara Puspita Dessy Iriani Putri Diky Firdaus Dwi Apriyani Dwi Apriyani, Dwi Dwi Sadono Fanny Iswarini Nur T. Fariyanti, Anna Fauziyah, Diyani Febrina Mahliza Febrinda Annisa Munandar Harry Suhada Heny Kuswanti Suwarsinah Hilda Mutiara Ivo Ayu Nur Fadhilla J Atmakusuma Joko Purwiono Joko Purwono K. Mudikdjo KANTHI ARUM WIDAYATI Lisa Ariska Puriwara Lola Rahmadona Lukman M. Baga Lukman M. Baga Lukman M. Baga Lukman M. Baga Maghfiroh Andriani Astutik Maria Ulfah Mintarti Mintarti Muchamad Hanif Pratama Jaya Natasa Apriana Netti Tinaprilla Ninda Novita Nunung Kusnadi Nurfiqayumi Arnis Nurfiqayumi Arnis Okti Diana Bahrun Pinta Aftaprilia Rizki Ananda Priyono Priyono R Nurmalina R Pambudy R Pambudy Rachmad Pambudy Rahmadani Safitri Rashina Zahra Fadilla Relanti Irene Sopacua Revi Ernanda Revi Ernanda Reza Mardhiyah Amir Ridha Yatni Rifzashani Azzahra Rifzashani Azzahra Rita Nurmalina Rizka Karlina Putri Rizky Prayogo Ramadhan Rizky Prayogo Ramadhan Rizno Fadhil Rufti Puji Astuti S Masithoh Saharuddin Silvia Sari Sofia Yohana Simanjuntak Suharno Sumardjo Syafira Aulia Rangganis Syahroni Tintin Sarianti Tita Nursiah Titik Triary Wijaksani Titik Triary Wijaksani Tiyara Fany Mansyah Tjahja Muhandri Toni Rudi Hartanto Trimawan, Cipta Yan Ulya Zainura Wahyu Budi Priatna Wahyu Budi Priyatna Yunandar Lisma Yusalina Yusalina Zilzha Sari Maulana