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All Journal Jurnal Pengabdian Kepada Masyarakat Sakai Sambayan Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness) MIX : Jurnal Ilmiah Manajemen Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science Agro Bali: Agricultural Journal Open Science and Technology
I.Rani Mellya Sari
Program Studi Agribisnis, Fakultas Pertanian, Universitas Lampung
Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Mechanical Engineering Medicine & Pharmacology Social Sciences Other

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PEMANFAATAN DIGITAL MARKETING DALAM PEMASARAN PRODUK PARA PELAKU UMKM DI DESA PAGUYUBAN KECAMATAN WAY LIMA KABUPATEN PESAWARAN Yuliana Saleh; Dian Rahmalia; Shinta Tantriadisti; I.Rani Mellya Sari
Jurnal Pengabdian Kepada Masyarakat Sakai Sambayan Vol 5 No 3 (2021)
Publisher : Lembaga Penelitian dan Pengabdian Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/jss.v5i3.318

Abstract

Desa Paguyuban memiliki banyak potensi dan produk yang dihasilkan masyarakatnya. Pelaku UMKM di Desa Paguyuban melakukan pemasaran produknya secara konvensional dan belum melakukan pemasaran produk melalui digital marketing. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk : 1) memberikan wawasan tentang konsep digital marketing dan produk-produk teknologi yang digunakan untuk pemasaran produk, 2) memberikan pelatihan dan simulasi tentang penggunaan media digital dalam pemasaran produk, 3) menyusun pesan persuasif efektif, dan 4) memberikan solusi untuk mewujudkan pelaku UMKM untuk mempromosikan produk melalui media digital. Kegiatan pengabdian dilakukan dengan menggunakan metode FGD, pelatihan dan pendampingan. Secara umum, kegiatan pengabdian kepada masyarakat berjalan dengan baik dan dapat meningkatkan pengetahuan masyarakat dari nilai rata-rata 7 menjadi 9 atau meningkat 23,26%. Kegiatan pelatihan dan pendampingan ini sangat baik dan tepat sasaran. Dari kegiatan ini, masyarakat mulai 1) memahami konsep digital marketing dan produk-produk teknologi yang dapat digunakan untuk pemasaran produk UMKM, 2) melatih dan mensimulasikan pemasaran produk UMKM dengan menggunakan media digital seperti facebook marketplace, instagram, dan shopee, 3) menyusun pesan persuasif efektif dan menarik, sehingga calon pembeli semakin tertarik untuk membeli produk UMKM nya, dan 4) membuat akun media sosial yang dikelola oleh para pelaku UMKM yang digunakan untuk mensosialiasikan dan mempromosikan produk UMKM nya.
PENDAPATAN DAN KESEJAHTERAAN RUMAH TANGGA PETANI UBIKAYU DI PROVINSI LAMPUNG Wan Abbas Zakaria; Teguh Endaryanto; Lidya Sari Mas Indah; I Rani Mellya Sari; Abdul Mutolib
Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness) Vol. 8 No. 1 (2020): Juni 2020 (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.2020.8.1.83-93

Abstract

This study aims to (1) analyze the level of income and (2) analyze the factors that influence the level of household welfare of cassava farmers. The study was conducted in Gunung Agung Village, Terusan Nunyai District, Central Lampung Regency with a survey method. The sample of farmers 78 respondents was taken by proportional stratified simple random sampling. Data analysis using quantitative descriptive methods include income analysis, welfare level analysis according to BPS and Sayogyo, and using a binary logit model. The results show that the source of household income of cassava farmers is increasingly diverse and leads to off and non-farm activities. Revenue from cassava farming has decreased but is still dominant. Based on BPS and Sayogyo criteria, most cassava farming households are in a decent and prosperous life group. The factors that influence the level of welfare of cassava farmers are the amount of work, cassava farming experience, and household income.
KINERJA RANTAI PASOK SAYURAN DAN PENERAPAN CONTRACT FARMING MODELS I. Rani Mellya Sari; Ratna Winandi; Netti Tinaprilla
MIX: JURNAL ILMIAH MANAJEMEN Vol 7, No 3 (2017): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (558.806 KB)

Abstract

Abstract. A good supply chain requires strong collaboration, coordination, andintegration within each components of the chain involved. Such role is held by PTBimandiri Agro Sedaya as a driven between farmers and modern market. However, inthe marketing process, PT Bimandiri has a problem in the lack of supply of vegetablesallegedly due to lack of vegetables produced by partner farmers. This study aimed toanalyze performance of vegetable supply chains and contract farming partnerships inPT Bimandiri Agro Sedaya. Data processing method are Supply Chain OperationReference (SCOR) analysis, and Contract Farming Models analysis with respondents20 partner farmers and staff of PT Bimandiri. The results of chain performancemeasurements showed attribute of reliabilities in the advantage position so that theperformance of the supply chain of vegetables should be improved. Attributes ofresponsiveness and flexibility of the firm in a superior position. The result of a suitableagricultural partnership contract analysis to support supply chain performance is theCentralized Model. The company buys vegetables from farmers and then packs thevegetables to distribute to the modern retail. Strategic efforts that done to improvesupply chain performance by building cooperation with suppliers.Keywords: contract farming, SCOR, supply chain, vegetable
Keputusan Pembelian Bahan Pangan Online oleh Konsumen Rumah Tangga di Kota Bandar Lampung, Indonesia Dian Rahmalia; I.Rani Mellya Sari; Eka Kasymir; Shinta Tantriadisti
Agro Bali : Agricultural Journal Vol 5, No 2 (2022)
Publisher : Universitas Panji Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (402.702 KB) | DOI: 10.37637/ab.v5i2.942

Abstract

Sistem pemasaran telah mengalami pergeseran dari pemasaran tradisional ke pemasaran digital. Hal ini karena masyarakat mulai terbiasa melakukan aktivitas-aktivitas secara online termasuk dalam pembelian suatu barang seperti bahan pangan segar. Pembelian bahan pangan segar secara online ini banyak dilakukan oleh masyarakat di perkotaan. Penelitian ini bertujuan mengetahui keputusan pembelian bahan pangan segar secara online oleh konsumen rumah tangga di Kota Bandar Lampung. Metode penelitian yang digunakan pada penelitian adalah metode survey. Pengumpulan data dilakukan dengan menggunakan kuesioner online dan data dianalisis secara deskriptif kuantitatif. Berdasarkan hasil penelitian diketahui perilaku responden dalam pengenalan kebutuhan, alasan responden membeli bahan pangan segar secara online adalah sebagai alternatif pembelian jika malas keluar rumah, sedang sibuk, PPKM, dan banyak toko hingga pasar yang tutup. Pada tahap pencarian informasi menunjukkan bahwa konsumen mendapatkan informasi tentang bahan pangan segar yang dijual secara online dari media publik.  Tahap ketiga yaitu evaluasi alternatif menunjukkan bahwa harga merupakan faktor yang paling dipertimbangkan dalam membeli bahan pangan segar secara online. Tahapan keempat yaitu keputusan pembelian menunjukkan bahwa keputusan membeli bahan pangan secara online paling banyak adalah tergantung situasi. Tahapan terakhir yaitu evaluasi pasca pembelian dimana hasil penelitian menunjukkan bahwa konsumen merasa puas terhadap bahan pangan segar yang dibeli secara online.
Perubahan Perilaku Masyarakat Kota Bandar Lampung dalam Membeli Bahan Pangan Segar di Masa Pandemi: Changes in The Behavior of The City of Bandar Lampung in Buying Fresh Groceries During The Pandemic Dian Rahmalia; I Rani Mellya Sari; Eka Kashmir; Shinta Tantriadisti
Open Science and Technology Vol. 2 No. 1 (2022): Open Science and Technology
Publisher : Research and Social Study Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33292/ost.vol2no1.2022.26

Abstract

Salah satu kebutuhan pokok masyarakat yang harus terpenuhi adalah kebutuhan atas bahan pangan segar seperti beras, sayur-sayuran, lauk-pauk, rempah, buah-buahan, dan lain-lain. Masyarakat di daerah perkotaan umumnya membeli bahan pangan segar yang dibutuhkan ini secara langsung di pasar tradisional dan modern atau warung sekitar tempat tinggal. Namun, tidak sedikit pula yang membelinya secara online. Perkembangan teknologi kemudian pandemi yang terjadi semakin memicu masyarakat melakukan pembelian kebutuhan hidupnya secara online termasuk kebutuhan bahan pangan segar. Pembelian bahan pangan segar yang sebelumnya dilakukan secara langsung berubah menjadi secara online. Penelitian bertujuan untuk mengetahui perubahan perilaku masyarakat kota dalam membeli bahan pangan segar yang dibutuhkan. Metode penelitian dilakukan dengan metode survey. Pengumpulan data melalui kuesioner dengan aplikasi google form. Data dianalisis secara deskriptif kuantitatif. Hasil yang diperoleh pada penelitian ini adalah telah terjadi perubahan dalam pembelian bahan pangan segar secara online akibat adanya pandemi. Sebelum pandemi, mayoritas masyarakat di Kota Bandar Lampung melakukan pembelian bahan pangan segar secara online sebanyak 1-2 kali dalam sebulan. Setelah pandemi, mayoritas masyarakat di Kota Bandar Lampung melakukan pembelian bahan pangan segar secara online lebih dari 4 kali dalam sebulan. One of the basic needs of the community that must be fulfilled is the need for fresh groceries such as rice, vegetables, side dishes, spices, fruits, and others. People who live in urban areas generally buy fresh groceries needed directly in traditional and modern markets or in stalls around the residence. However, not a few also buy it online.  The development of technology and then the pandemic that occurred increasingly triggered people to make online purchases for their needs including the need for fresh groceries. The purchase of fresh groceries that was previously done directly changed to online. This research aims to find out whether there is a change in the behavior of city people in buying fresh groceries needed. Research methods are carried out by survey method. Data collection is done through questionnaires using the Google form application. The collected data is analyzed descriptively quantitatively. The result obtained in this study is that there has been a change in the purchase of fresh groceries online due to the pandemic. Before the pandemic, the majority of people in Bandar Lampung City purchased fresh groceries online 1-2 times a month. After the pandemic, the majority of people in Bandar Lampung City purchased fresh groceries online more than 4 times a month.
KINERJA BISNIS USAHA BAHAN MAKANAN SEGAR ONLINE DI BANDAR LAMPUNG I.Rani Mellya Sari; Dian Rahmalia; Eka Kasymir; Iva Mutiara Indah; Anindya Putri Nismara
Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science Vol 11, No 3 (2023)
Publisher : Lampung University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/jiia.v11i3.7472

Abstract

Human civilization is entering a disruptive era of technology indicated by behaviour changes and the discovery of new patterns, one of which is digital transformation. It was further triggered by the global COVID-19 pandemic. The right digital marketing model contributes to a massive digital technology-based market transformation to increase the welfare of agricultural business actors. The research focuses on business actors that utilize digital technology in the category of fresh food products. The aims of this research are: 1). Analyzing the effectiveness of digital marketing, and 2). Analyzing business performance. The research using basic case study method. The research location was chosen purposively, namely three business actors, by utilizing digital innovation.The results shows that the business performance of selling fresh food online in Bandar Lampung is divided into two aspects, namely production performance and management performance. Production performance is based on productivity, quality, capacity, process, delivery speed, flexibility, and processing speed to layout. Meanwhile, management performance is based on guidelines regarding good food production methods for home industries, from 13 assessment indicators, it was found that business A was in the category of minor deviation, business actor B and C was in the category of major deviation.Keywords: Digital Transformation, Digital Marketing Effectiveness, Groceries
Co-Authors Abdul Mutolib Anindya Putri Nismara Eka Kashmir Eka Kasymir Eka Kasymir Iva Mutiara Indah Lidya Sari Mas Indah, Lidya Sari Mas Netti Tinaprilla Rahmalia, Dian Ratna Winandi Shinta Tantriadisti Teguh Endaryanto Wan Abbas Zakaria Yuliana Saleh