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All Journal MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN Jurnal Social Economic of Agriculture
Heru Irianto
Program Studi Agribisnis, Fakultas Pertanian, Universitas Sebelas Maret
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Faktor Motivasional Adopsi Teknologi sosial Media Pada Usaha Mikro kecil Menengah Nuning Setyowati; Heru Irianto
Matrik : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan Volume 14 Nomor 1 Tahun 2020
Publisher : Faculty of Economics and Business Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (329.342 KB) | DOI: 10.24843/MATRIK:JMBK.2020.v14.i01.p02

Abstract

Social media technology has become part of the community needs, not only as a means to socialize but also to support business operations. In the MEA era, the demands of the market expansion of business networks become mandatory for employers, including for SMEs. This study aim to analyze the motivational factors of SMEs to use social media technologies to support their business activities. This study used survey technique and analysis of Structural Equation Modeling with PLS analysis tools. The results showed that perceived enjoyment have positive effect on the perceived ease of use of social media technology, Perceived ease of use have positive effect toward the perceived usefulness, perceived enjoyment and perceived ease of use have positive effect to attitudes towards the use of social media technology, Perceived usefulness and attitude towards the use of social media technology have positive effect toward the intention of using social media technology.
The Purchase Decision to ABC Sauce in Kebumen Regency Winda Istianti; Heru Irianto; Erlyna Wida Riptanti
Jurnal Social Economic of Agriculture Vol 12, No 1 (2023): June
Publisher : Agribusiness Department, Agriculture Faculty, Tanjungpura University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/j.sea.v12i1.58532

Abstract

This analysis on purchasing decisions for ABC sauce in Kebumen Regency has the aim of knowing the effect of brand image, characteristic products, and cost on purchasing decisions for ABC sauces. This study was conducted on consumers who consume ABC brand sauce products, are domiciled in Kebumen Regency, and have a minimum age of 20 years. The respondent of this study is 100 people and was collected by using purposive sampling. Data were obtained through in-depth interviews and observation in the existing sub-districts. The analytical method used is SEM-PLS. The output of this analysis regarding the purchase decision of ABC sauce illustrates that the purchase decision of ABC sauce is not influenced by the brand image variable, but the purchase decision of ABC sauce in Kebumen Regency is influenced by the product quality and product price. ABC sauce producers must pay attention to the factors that influence consumer purchasing decisions such as product quality and price. Indicators of product quality are the suitability of benefits with needs, a guarantee of safety, product features, and quality. Indicators of price are affordable prices, prices according to product quality, chili prices can compete with similar products, and according to the needs and abilities of consumers.
Co-Authors Erlyna Wida Riptanti Maria Pinkan Elionora Sepoetri Setyowati, Nuning Winda Istianti