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All Journal Jurnal Ilmu Pertanian Indonesia Jurnal Veteriner agriTECH Martabe : Jurnal Pengabdian Kepada Masyarakat PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Journal of Integrated Agribusiness Jurnal Abdi Insani Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Sains Indonesia Jurnal Sains Terapan : Wahana Informasi dan Alih Teknologi Pertanian Journal of Applied Agricultural Science and Technology
M. Agung Zaim Adzkiya
Pusat Studi Biofarmaka, Lembaga Penelitian Dan Pengabdian Kepada Masyarakat, Institut Pertanian Bogor, Jl. Taman Kencana No 3, Bogor 16128
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Persepsi Konsumen dan Strategi Masuk Pasar untuk Produk Tepung Bumbu Serbaguna Berbasis MOCAF yang Inovatif: Consumer Perception and Market Entry Strategy for a Novel MOCAF-Based All-Purpose Seasoning Hastati, Dwi Yuni; Fajri, Aulia Irhamni; Febrinda, Andi Early; Anggarkasih, Made Gayatri; Trianawati, Mrr Lukie; Fatimah, Ai Imas Faidoh; Sarastani, Dewi; Mariyani, Neny; Adzkiya, M Agung Zaim; Suhaima, Nurafi Razna; Hapsari, Rianti Dyah; Nurwitri, Caecillia Chrismie; Ladystia, Syakilah Nawal; Prananingrum, Disty Isbiyanti
Journal of Integrated Agribusiness Vol 7 No 1 (2025): Journal of Integrated Agribusiness
Publisher : Jurusan Agribisnis, Fakultas Pertanian, Perikanan dan Kelautan Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/jia.v7i1.6270

Abstract

This study aims to analyze consumer perceptions and preferences regarding a novel all-purpose seasoning based on Modified Cassava Flour (MOCAF) and to formulate an effective market entry strategy. A descriptive quantitative research design was employed, combining sensory evaluations and structured consumer surveys. Sensory evaluation involved 35 panelists who compared the MOCAF-based seasoning with two commercial brands, assessing attributes including taste, aroma, texture, and overall appearance. Results from the consumer survey indicated positive perceptions of the MOCAF-based seasoning, with respondents rating it favorably in terms of taste (74%), aroma (75%), and overall appeal (70%). However, price sensitivity emerged as a significant concern, with approximately 23% of respondents highlighting affordability as an issue. Demographic factors, especially education level and occupation, significantly influenced consumer perceptions. Housewives, in particular, showed greater awareness and familiarity with the product. Based on these findings, an integrated market entry strategy was developed, emphasizing market segmentation, targeting health-conscious households, particularly mothers and homemakers, and positioning the product as a healthier, gluten-free alternative to conventional seasonings. The study further recommends the implementation of educational campaigns, partnerships with influencers, and product sampling programs to enhance product awareness and build consumer trust. This research contributes to the existing body of literature on functional foods, particularly regarding sustainable local food innovations in emerging markets. The results provide practical insights for producers aiming to introduce MOCAF-based products to broader markets.
STRATEGI PERBAIKAN KEMASAN PRODUK BERAS SEHAT SEBAGAI MEDIA PROMOSI KAMPUNG WISATA TEMATIK MULYAHARJA Gayatri Anggarkasih, Made; Early Febrinda, Andi; Imas Faidoh Fatimah, Ai; Zaim Adzkiya, M. Agung; Mariyani, Neny; Lukie Trianawati, Mrr.; Yuni Hastati, Dwi; Sarastani, Dewi; Dyah Hapsari, Rianti; Razna Suhaima, Nurafi; Irhamni Fajri, Aulia; Putri Salshabila, Lintang; Fatimah Madania, Kanaya; Fidella, Aliya
Jurnal Abdi Insani Vol 11 No 4 (2024): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v11i4.2070

Abstract

Mulyaharja Village, South Bogor, has an organic agrotourism destination called AEWO Mulyaharja. KTD Lemah Duhur, a local farmer group, produces organic rice and healthy rice. Organic rice has been certified and packaged well. However, healthy rice which is more productive than organic rice does not yet have good packaging and labeling. This community service aims to improve the quality and marketing of healthy rice through vacuum packaging and informative labeling. This study involved surveys, focus group discussions, laboratory experiments, and the design of attractive and informative labels. Results showed that vacuum packaging effectively maintained the quality of rice and the new label increased the appeal of the product and could be a promotional medium for AEWO Mulyaharja. However, higher production costs due to vacuum packaging led to elevated selling prices, which affected consumer interest. This study recommends further research on cost-effective packaging materials and exploring potential markets for premium-priced healthy rice products.
Co-Authors Agief Julio Pratama Agung Prayudha Hidayat Ai Imas Faidoh Fatimah Aliana Bekti Fajarwati Andi Early Febrinda Anna Sabrina Aulia Andi Mustika Budiarto, Tri Dewi Sarastani Dewi, Ratih Kemala Dyah Hapsari, Rianti Edi Wiraguna Edy Djauhari Purwakusumah Eny Indriastuti , Cecilia Fajri, Aulia Irhamni Fatimah Madania, Kanaya Fatimah, Ai Imas Faidoh Fidella, Aliya Galih Surya Aditama Hapsari, Rianti Dyah Hastati, Dwi Yuni Hendriana, Andri Hermawan , Imza Imas Faidoh Fatimah, Ai Irhamni Fajri, Aulia Khaula Azizah Nur Khasanah Ladystia, Syakilah Nawal Leonard Dharmawan Lina Novianti Sutardi Lukie Trianawati, Mrr. M. Iqbal Nurulhaq Madania, Kanaya Fatimah Made Gayatri Anggarkasih Mariyani, Neny Medhanita Dewi Renanti Mohamad Rafi Mumpuni, Restu Puji Neny Mariyani Prananingrum, Disty Isbiyanti Putri Salshabila, Lintang Rahminiwati, Min Rama Salsabila Rahman Ramadhani, Dian Eka Razna Suhaima, Nurafi Revalina Sulaeman Rianti Dyah Hapsari Ridwan Siskandar Salshabila, Lintang Putri Siti Patimah Zahro Maulani Soni Trison Suhaima, Nurafi Razna Syahayyunur Fitriani Trianawati, Mrr Lukie Trianawati, Mrr. Lukie Utami Dyah Safitri Waras Nurcholis Widya Hasian Situmeang Yuni Hastati, Dwi