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All Journal Jurnal Ilmu Pertanian Indonesia SOCA: Jurnal Sosial Ekonomi Pertanian Sosiohumaniora Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness) Dharmakarya : Jurnal Aplikasi Ipteks Untuk Masyarakat Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal Matematika Sains dan Teknologi Agrin : Jurnal Penelitian Pertanian SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Jurnal Pertanian Agros JURNAL ILMIAH MAHASISWA AGROINFO GALUH Paspalum: Jurnal Ilmiah Pertanian PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Jurnal Agrinika : Jurnal Agroteknologi dan Agribisnis Media Kontak Tani Ternak Jurnal Dinamika Sosial Ekonomi JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Jurnal Agristan Jurnal Penyuluhan Pertanian Jurnal Pertanian Agros
Eti Suminartika
Departemen Sosial Ekonomi Pertanian, Fakultas Pertanian, Universitas Padjadjaran
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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PERILAKU KONSUMEN OLAHAN JAGUNG DAN FAKTOR-FAKTOR YANG MEMPENGARUHINYA Elly Rasmikayati; Eti Suminartika; Bobby Rachmat Saefudin
Jurnal Pertanian Agros Vol 28 No 3 (2026): EDISI JULI
Publisher : Fakultas Pertanian Universitas Janabadra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37159/jpa.v28i3.220

Abstract

Processed corn products have potential as value-added food products, but their development depends on consumer behavior and its influencing factors. This study aimed to describe consumer behavior toward processed corn products and analyze the factors affecting it. The research was conducted in Jatinangor District from January to February 2026 using a quantitative survey method. A total of 102 respondents were selected using purposive sampling, with the criteria of knowing or having consumed processed corn products. Data were collected using a five-point Likert scale questionnaire and analyzed using descriptive statistics and multiple linear regression. The results showed that consumer behavior was in the moderate-to-high category. The regression model had an R Square of 0.354, indicating that the independent variables explained 35.4% of consumer behavior variation. Price, promotion, product availability, family or friend influence, stress or fatigue, practicality, social media, age, and urban residence significantly affected consumer behavior. Social media had the largest positive coefficient, suggesting its key role in encouraging consumer behavior. The findings recommend strengthening digital promotion, product accessibility, practical packaging, and competitive pricing.
PERMINTAAN DOMESTIK ANTHURIUM: FAKTOR KONSUMEN DAN STRATEGI PEMASARAN PT KARTEL DAUN INTERNATIONAL Elly Rasmikayati; Eti Suminartika; Bobby Rachmat Saefudin
Jurnal Pertanian Agros Vol 28 No 3 (2026): EDISI JULI
Publisher : Fakultas Pertanian Universitas Janabadra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37159/jpa.v28i3.221

Abstract

PT Kartel Daun International cultivates, hybridizes, and markets ornamental Anthurium, but its domestic sales remain volatile. This study described the marketing system, identified factors associated with domestic demand, and formulated development strategies. A qualitative case study involved 12 informants from management, operational and sales staff, and domestic consumers. Data from in-depth interviews, observation, and documentation were validated through source and technique triangulation, then analyzed inductively using NVivo and qualitative SWOT. The company applied hybrid marketing through social media, marketplaces, websites, live sales, and greenhouse visits, supported by barcode, SKU, and RFID inventory systems. Domestic demand was associated with consumer knowledge, price perception, purchasing experience, substitute products, purchasing power, and preferences for unique plant characteristics. Collectors evaluated price relative to rarity, leaf form, verified identity, and service quality. The proposed strategies comprise localized sales channels and payment methods, entry-level product segmentation, and value-based communication to broaden the domestic market while preserving premium positioning.
Co-Authors Agriani Hermita Sadeli Agus Gunawan Al Fillah, Viandy Amanda, Audi Anne Charina Annisaa Punjul Rahayu Ardiansyah, Ikhsan Arief Budiman Ashiila, Yolanda Azimah Nur Rahmah Bima Mulia Bobby Rachmat Saefudin Budiman, Muhammad arief Arief Chabibah, Chabibah Debora Requel Emeralda Siagian Denny Razzianto Diane Novi Utami Dika Supyandi Dini Rochdiani Djuendah, Endah Eddy Renaldi Eka Purna Yudha Eliana Wulandari Elly Rasmikayati Elsha Munziah Endah Djuendah Endah Djuwendah Endah Wulandari Endang Lumban Tobing Erna Rachmawati Ernah Ernah Esla Karimah, Bella Fachry Abda El Rahman Fillah, Viandy Al Gema Wibawa Mukti Ghifari, Reza Affan Ha Sudoni Haryono, Audie Amanda Hepi Hapsari Hesty Nurul Utami Iin Djuanalia Iwan Setiawan kalfin Kalfin Kuswarini Kusno Kuswarini Kusno Kuswarini Kusno Kuswarini Kusno Kuswarini Kusno Lies Sulistyowati Linda Wulandari Linda Wulandari, Linda Lucyana Trimo Lucyana Trimo Lucyana Trimo - Lucyana Trimo, Lucyana M. Gunardi Judawinata Mahra Arari Heryanto Maulidia, Devi Muhammad Arief Budiman Muhammad Arief Budiman Natania, Raden Agrinda Regita Nur Syamsiyah Nur Syamsiyah Nurrahman, Iqbal Pandi Pardian Permana, Alvin Ferio Putra, Ivangga Dwi Rahma, Ulya Ramdani, Ari Kurniawan Rani Andriani Budi Kusumo Ray Samwal Alfariqi Rizky Amalia Salsabila, Nisa Sara Ratna Qanti Sauma Hanuuf Sri Fatimah Sri Fatimah Sri Fatimah Sri Fatimah Subandi, Yadi Nugraha Suherman, Iqbal Taufik Sukmawati, Hani Sulistyodewi Nur Wiyono Trimo, Lucyana Trisna Insan Noor Tuti Karyani Ulya Rahmah Utami, Hesti Nurul Wy, Michelle Anggraini Yayat Sukayat, Yayat Yayi Suryo Prabandari Yosini Deliana Zahra, Mayla Zumi Saidah