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All Journal Jurnal Manajemen dan Agribisnis Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal
Khairiyah Kamilah
School Of Business, IPB University, Indonesia
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE EFFECT OF ENVIRONMENTAL FRIENDLINESS FANATICISM OF STUDENTS TOWARDS PURCHASE INTENTION AND PURCHASE DECISION OF ORGANIC FOOD Kamilah, Khairiyah; Munandar, Jono Mintarto; Syamsun, Muhammad; Worapishet, Thirarut
Jurnal Manajemen dan Agribisnis Vol. 18 No. 1 (2021): JMA Vol. 18 No. 1, March 2021
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jma.18.1.32

Abstract

Organic food (OF) market is claimed as the fastest growing market in 20th century. Therefore, there are much research about finding factors that affect purchase intention towards OF, one of them is the Food Choice Questionnaire (FCQ), by which it is easy to assess nine distinct food choice motives and one important domain which is represented in FCQ is food choice based on ethical reasons. However, environmental protection or ecological motives is the most important motive to consume organic food. This study aims to see how fanaticism towards eco-friendly would affect the purchase intention and decision of organic food from the student’s perspective. This study uses 250 respondents from agricultural universities in Indonesia and Thailand, picked by purposive sampling method. This study found that fanaticism towards environmental friendliness affects purchase intention of organic food and purchase intention, simultaneously affects the purchase decision significantly in both countries. The moderating effect of price only affects the effect purchase intention on purchase decision of organic food in Indonesia. This happens because Thailand and Indonesia have different fanatic score and level of household monthly income. This study is helped by SmartPLS 3.0 to run the SEM-PLS and VALS Survey to analyze characteristics of respondents. Keywords: environment-friendly fanaticism, organic food, purchase intention, purchase decision, VALS Survey
Business Development of The Ecotourism of Javan Gibbon: A Marketing Mix Strategy at Gede Pangrango National Park Saputra, Fandawa; Sunarminto, Tutut; Arief, Harnios; Kamilah, Khairiyah
Jurnal Aplikasi Bisnis dan Manajemen Vol. 11 No. 1 (2024): JABM, Vol. 11 No. 1, Januari 2025
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.11.1.228

Abstract

Background: Javan gibbons are a protected species facing conservation challenges in Bodogol Resort, Gunung Gede Pangrango National Park. Ecotourism has been shown to benefit both conservation and local economies in other regions.Purpose: This study aimed to assess visitor perceptions of Javan gibbon ecotourism development using a 4Ps marketing mix approach to identify areas for improvement and inform future conservation and tourism initiatives. The areas for improvement include product attributes such as offered package for tourists, chosen tourist provider, the offered price by seeing the willingness to pay, spots to enjoy the tourism, and effective promotion channels.Methods: Descriptive analysis and statistic descriptive analysis were employed to examine visitor perceptions. Data were collected through surveys administered to visitors to Bodogol Resort.Results: Findings indicate that tourists have a positive perception of Javan gibbon ecotourism, proven by the score given by local tourist and foreign tourists are 5.7 and 5.9 in a row. These scores show the degree of agreement (out of 7) about Javan gibbon ecotourism that brings positive impacts for the environment, social, and the Javan gibbon itself. However, there is a need to enhance the 4Ps marketing mix, including pricing, product offerings, promotion, and place. Specifically, prices should be adjusted based on visitor willingness to pay is IDR500,000 to IDR1,000,000 which have not been analyzed before. Social media promotion should be done with the involvement of influencers and community.Conclusion: This study provides valuable insights into the potential of Javan gibbon ecotourism to contribute to both conservation and local development. By implementing recommended strategies with 4P’s marketing mix approach, Bodogol Resort can further enhance visitor experiences such as formed package to offer to the tourist from various potential activity found from this research. The offered package adjusted to the willingness to pay of local and foreign tourist that ranged from IDR500,000 to IDR1,000,000. Respondents also agree that this ecotourism activity also support the long-term survival of this endangered species.Originality: There’s no business development for javan gibbon ecotourism before at Gunung Gede Pangrango National Park. This research also uses VALS Survey analysis to form the promotion strategy. Keywords: business development, ecotourism, javan gibbon, marketing mix, touris
Gender and Occupation in Digital Marketing: How Consumers Perceive Promotion Mix For English Certification Programs Kamilah, Khairiyah; Saputra, Fandawa; Retnaningsih
Jurnal Aplikasi Bisnis dan Manajemen Vol. 11 No. 3 (2025): JABM Vol. 11 No. 3, September 2025
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.11.3.725

Abstract

Background: The increasing demand for English certification programs has led educational institutions to refine their digital marketing strategies to reach potential candidates effectively. However, demographic factors, such as gender and occupation, significantly influence how consumers perceive and engage in promotional content. Understanding these differences is crucial for designing targeted and effective marketing strategies in the educational sector.Purpose: This study examines how gender and occupation influence respondents' perceptions of the promotion mix for an English certification program, the preferred channel for discovering certification events, and their motivation for enrolling. The research particularly explores preferences in social media usage, word-of-mouth recommendations, interactivity in official accounts, soft versus hard selling content, and the effectiveness of ads across different platforms.Design/methodology/approach: A quantitative research design was employed with 500 respondents (250 male and 250 female) from different occupational backgrounds: students, freelancers, job seekers, and professionals. Data were analyzed using Multivariate Analysis of Variance (MANOVA) to simultaneously assess the influence of gender and occupation on multiple dependent variables. Normality tests confirmed that the data met the assumptions of MANOVA analysis.Findings/Result: The results reveal the following: Gender significantly influenced respondents’ preference for word-of-mouth recommendations (p2) and interactive official accounts (p3), with females showing higher engagement in both; Occupation significantly affects social media preference (p1), promotional content style (p4), and the preferred channel for event discovery, with students and job seekers favoring Instagram/TikTok, whereas professionals rely more on LinkedIn and email marketing; Interaction effects (gender × occupation) were significant for preference for interactive official accounts, particularly among female students and female job seekers; No significant differences were found in ad placement preferences (p5) across gender and occupation groups.Conclusion: This study highlights that gender and occupation are key determinants of digital marketing effectiveness in English certification programs. Marketing strategies should be tailored to demographic segments, with peer-driven promotions and interactive content appealing more to female audiences, while channel selection and content style should be aligned with occupational preferences.Originality/value (State of the art): This study contributes to the digital marketing and education industry by providing empirical evidence on how demographic factors influence the effectiveness of promotion mix strategies. Unlike previous studies that focus solely on gender or occupation, this study examines their combined effects using MANOVA analysis, offering a more comprehensive understanding of consumer preferences in education marketing. These findings provide practical insights for marketers to develop more personalized and data-driven promotional strategies for online courses and certification programs. Keywords: digital marketing, promotion mix, social media advertising, consumer behavior, english certification, gender differences
Business Model in Plasma Nano Bubble Technology For Palm Oil Waste Processing Suroso, Arif Imam; Sugiarto, Anto Tri; Purwanto, Yohanes Aris; Nurhayati, Popong; Hasanah, Nur; Widhiani, Anita Primaswari; Kamilah, Khairiyah; Bachtiar, Muchamad; Anggraini, Raden Isma; Shalihati, Fithriyyah; Tandra, Hansen
Jurnal Aplikasi Bisnis dan Manajemen Vol. 10 No. 2 (2024): JABM, Vol. 10 No. 2, Mei 2024
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.10.2.549

Abstract

Background: The palm oil industry strives to implement sustainable development, maintaining the environmental quality. However, the palm oil industry has problems processing liquid waste, often known as palm oil mill effluent (POME), since it could pollute the environment. This waste also requires a large costs to be processed. On the other hand, there is potential economic value from liquid waste to be processed into several products, namely biogas, organic fertilizer, and refining value-added compounds. Currently, POME waste processing innovation could be conducted by applying plasma nanobubble (PNB) technology. This creates opportunities for a business that is engaged in developing this technology.Purpose: The aim of this research is to analyse the business model of the Plasma Nano Bubble (PNB) technology development business for the palm oil industry. Design/methodology/approach: This research uses the Business Model Canvas (BMC) to map the business processes of the Plasma Nano Bubble (PNB) technology development.Findings/Result: This study indicate that the most prominent attribute exhibited by PNB technological enterprises is their value offer, which is demonstrated by their ability to deliver efficient processing time and cost effectiveness, resource efficiency, adherence to government regulations, and the establishment of strategic collaborations with external entities. Meanwhile, the weakest element is customer relations, as only long-term relationships, and the provision of intensive training for PNB technology resellers were found in this aspect. Several indicators were proposed to improve the business model of PNB's technology, namely key partnership, the key activity, value proposition, and customer relationship.Conclusion: This research gives an important contribution related to the environmental benefits of implementing this business. The continuous development for this technology needs to be implemented to process POME waste effectively and efficiently.Originality/value (State of the art): The state of the art of this research is the development of business models for environmentally friendly products in the palm oil sector, which is currently rarely conducted, in this case the study of PNB technology products. Keywords: business model canvas, palm oil, plasma-nano bubble (pnb) technology, sustainable development, palm oil waste
Co-Authors Anggraini, Raden Isma Arif Imam Suroso Bachtiar, Muchamad Faqih Udin dan Jono M. Munandar Meivita Amelia Harnios Arief Muhammad Syamsun Nur Hasanah Popong Nurhayati Retnaningsih Saputra, Fandawa Shalihati, Fithriyyah Sugiarto, Anto Tri Tandra, Hansen Tutut Sunarminto Widhiani, Anita Primaswari Worapishet, Thirarut