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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Journal of Consumer Science Business Review and Case Studies Jurnal Pusat Inovasi Masyarakat Journal of Child, Family, and Consumer Studies
Retnaningsih
School Of Business, IPB University, Bogor, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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How Does the Implementation of Social Entrepreneurship Business-to-Business Marketing Strategy? Retnaningsih Retnaningsih; Melani Sukma Yuridis; Febriantina Dewi
Journal of Consumer Sciences Vol. 8 No. 3 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.3.318-339

Abstract

XYZ as a social entrepreneur in Bogor, produces handicrafts from newspapers to raise public awareness of environmental and social issues. This study aims to identify the marketing mix applied by XYZ, analyze customer perceptions of the marketing mix, and formulate recommendations for XYZ's marketing mix 4.0 to increase demand for newspaper craft products. Convenience sampling was used, and descriptive data analysis was performed. The respondents included three internal company representatives, 13 customers, and 12 prospective customers. According to the research findings, XYZ successfully implemented a 4P marketing mix strategy that covered product, price, place/distribution, and promotion. XYZ's marketing strategy in these areas has been rated highly in the excellent category of product (100%), price (85%), place/distribution (77%), and promotion (92%). However, the research also suggests that a company could enhance its marketing tactics by adopting the 4C marketing mix (co-creation, currency, communal activation, and conversation) based on insights gathered from customers and potential customers to better cater to the market's needs.
The Influence of Knowledge and Risk Perception on Food Label Reading Behavior among Adolescents in Rural and Urban Areas of Bogor Rengganis Novyanti Hajijah; Retnaningsih Retnaningsih
Journal of Consumer Sciences Vol. 9 No. 1 (2024): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.9.1.82-101

Abstract

Reading food labels is one way consumers learn about the products they buy. This study determined the influence of knowledge and risk perception on food label reading behavior among adolescents in rural and urban Bogor. This study had a cross-sectional design. Purposive sampling was used to gather 132 participants, including 66 adolescents in rural areas and 66 adolescents in urban areas. The results showed that more than half of the participants had moderate knowledge of food labeling. The knowledge of the rural and urban samples was the same. Operational risk was the most perceived risk for both the rural and urban samples. There were no significant differences in all dimensions of risk perception between rural and urban youths. The average food label reading behavior score in rural areas was higher than that in urban areas. Psychological risk perception influences food label-reading behavior in rural areas. Overall, functional risk perception influenced food label-reading behavior. Based on these results, it is necessary to increase education on the importance of food labels to build good risk perception so that food label reading behavior increases.
The Role of Motivation and Reference Group on Functional Food Consumption Behavior Retnaningsih Retnaningsih; Rahmat Junedi
Journal of Consumer Sciences Vol. 9 No. 3 (2024): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.9.3.409-427

Abstract

The advancement of food science and technology has encouraged the development of functional foods in Indonesia. This study aimed to examine the influence of motivation and reference groups on functional food consumption behavior. This cross-sectional research involved 204 active students of IPB University who were selected using the simple random sampling technique. The data were analyzed using descriptive and inferential data analysis. The linear regression tests revealed that pocket money, reference groups, and motivation positively affected the frequency of functional food consumption. In addition, motivation had a significant positive effect on the number of types of functional foods consumed. The results showed that students' motivation to consume functional foods was low. In light of these findings, the government should actively promote the consumption of functional foods by regulating the prices of functional food sources in the market. Universities and industry producers must collaborate to conduct extensive outreach and education to effectively disseminate information about functional foods.
The Influence of Halal Awareness on Consumer Purchase Intention of Broiler Chicken Meat in Bogor Muhamad Arham Amarulhaq; Retnaningsih; Raden Isma Anggraini
Journal of Consumer Sciences Vol. 11 No. 2 (2026): Journal of Consumer Sciences
Publisher : Faculty of Social Science and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.11.2.370-390

Abstract

Background: Halal awareness is a primary determinant of food consumption behavior, especially for broiler chicken products, as consumer demand for halal certification to increase. Purpose: This study examines the influence of exposure to halal information and religious beliefs on halal awareness and its implications for consumer purchase intent. Method: A quantitative survey design was employed involving 140 respondents (Bogor residents aged over 18 years who had purchased chicken meat in the last three months) selected through purposive sampling. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. Findings: The study demonstrates that exposure to halal information and religious beliefs positively and significantly influence halal awareness. Individuals who receive information from their environment, social media, and religious activities and who possess strong religious beliefs tend to exhibit higher levels of halal awareness. Additionally, greater halal awareness significantly increases consumers’ purchase intentions. Therefore, enhancing halal awareness can effectively strengthen consumers’ intent to purchase. Conclusions: Within this purposive sample of Bogor consumers, halal awareness mediated the relationships between exposure to halal information, religious belief and purchase intention. Because the sample was non probability and localized, caution is needed before generalizing these findings to other regions. Research implication: These findings highlight the importance of halal communication strategies based on credible information and the reinforcement of religious values to enhance the effectiveness of halal product marketing and certification policies.
Co-Authors Achmad Fadillah Adinda Kirana Murni Siregar Ajeng Prameswari Anggi Mayang Sari Anita Primaswari Widhiani Asep Taryana Ayuning Tyas Chasanah, Alfa Elioting Bich Injesus Fadhila Akmaliyah Fandawa Saputra Febriantina Dewi Khairiyah Kamilah Melani Sukma Yuridis Muhamad Arham Amarulhaq Nadya Yona Eka Putri Popong Nurhayati Raden Isma Anggraini Rahmat Junedi Rengganis Novyanti Hajijah Satria Candra Wibowo Sendy Watazawwadu’Ilmi Siti Jahroh Suhendi Tasneem Al Mutanafisa