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All Journal Agrikultura Sosiohumaniora Jurnal Ilmu Sosial dan Humaniora Trikonomika: Jurnal Ekonomi Dharmakarya : Jurnal Aplikasi Ipteks Untuk Masyarakat The Asian Journal of Technology Management (AJTM) Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis AdBispreneur Jurnal AGROSAINS dan TEKNOLOGI Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Jurnal Studi Manajemen dan Bisnis Jurnal Penelitian Pendidikan IPA (JPPIPA) Agrisocionomics: Jurnal Sosial Ekonomi Pertanian International Journal of Social Science and Business Abdimas Galuh : Jurnal Pengabdian Kepada Masyarakat Jurnal Dinamika Sosial Ekonomi Jurnal Agristan AGRITEKH (Jurnal Agribisnis dan Teknologi Pangan)

Hesty Nurul Utami

Departemen Sosial Ekonomi Pertanian Universitas Padjadjaran

Author-ID : 335867

Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Nursing Physics Public Health Social Sciences

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Sikap Konsumen terhadap Atribut Produk untuk Mengukur Daya Saing Produk Jeruk Sadeli, Agriani Hermita; Utami, Hesty Nurul
Jurnal Trikonomika Vol 12, No 1 (2013): Edisi Juni 2013
Publisher : Jurnal Trikonomika

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This research aim is to discover Indonesian local orange competitiveness in Bandung City market based on consumer point of view through the comparison of consumer attitude on local orange and import orange product attribute. By applying descriptive survei method with quantitative data, this research employs 84 respondents, which is orange consumer in Bandung City. Consumer attitude model which apply in this research was being adapt for agribusiness product especially for orange. Consumers in Bandung City have a certain view that import orange is more supreme in almost every produt attribute dimension rather than local orange. Except for water content attribute, consumers think that local orange has water content as much as import orange. Consumers attitude towards import orange were a better flavor fragrance, a fresher, a better shape and color, a bigger size, a sweeter taste, and the last is it is cheaper than local orange. From this research it show that local orange competitiveness is still beneath import orange based on consumer view. This is a threat for local orange so that it necessary to make action plan from all the stakeholder which involve in local orange to increase the product quality standard of local orange to fullfil consumer needs and wants on local orange.

MODEL PEMASARAN BUSINESS-TO-BUSINESS DAN JARINGAN NILAI PRODUK AGROINDUSTRI OLAHAN TEBU MOLASSES Utami, Hesty Nurul; Hasanah, Gelda Amalia
Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol 2 No 2 (2017)
Publisher : Economic Faculty, Attahiriyah Islamic University

The study objectives were to discover the differences between marketing relationships in companies performing marketing transactional and relational marketing for molasses product trading companies, as well as elaborating the value network conducted by molasses marketer. The data was obtained from the interview with the stakeholders who conduct relationship marketing with molasses trading company and its business partners in Indonesia. The analysis utilized Mann-Whitney test analysis and value network with holo-mapping. The results revealed that there were some differences between companies performing marketing transactional and companies performing marketing relational in terms of power distance variables, social orientation, and uncertainty avoidance. Meanwhile, there was no difference found in masculinity-femininity factor. Value network illustration by looking at the value exchanged among each stakeholder on molasses business from products and services that generate revenues. Keywords: relational marketing, performing marketing

CUSTOMER CENTRICITY: KEPUASAN KONSUMEN MELALUI NILAI PELANGGAN BERDASARKAN VALUE-IN-USE TERHADAP KUALITAS PRODUK SAYUR ORGANIK (Studi kasus di Ujenk Mart Bandung, Jawa Barat) Utami, Hesty Nurul; Chaeriyah, Anggita
Agricore Vol 3, No 1 (2018)
Publisher : Departemen Sosial Ekonomi Faperta Unpad

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Produk makanan organic saat ini menjadi popular di kalangan masyrakat dengan gaya hidup sehat. Sebagian besar produk organic dipasarkan di pasar modern seperti supermarket, speciality store, dan rantai pasar modern lainnya untuk menyediakan produk segar organic dengan berbagai macam pilihan untuk memenuhi kebutuhan dan keinginan konsumen. Penelitian ini bertujuan untuk menjelaskan pengaruh nilai pelanggan atas kualitas produk terhadap kepuasan pelanggan sayuran organik di Ujenk Mart sebagai salah satu âlocal fresh marketâ di Kota Bandung. Metode penelitian yang digunakan adalah metode penelitian kualitatif dengan alat analisis regresi linear sederhana dan customer value mapping. Jumlah sampel sebanyak 56 responden. Hasil analisis menunjukkan bahwa nilai pelanggan mempengaruhi kepuasan pelanggan melalui indikator kualitas produk. Value-in-use konsumen melalui pengalaman mengkonsumsi produk menunjukkan nilai pelanggan pada posisi fair value antara manfaat produk melalui kualitas dengan total biaya yang harus dikeluarkan untuk menikmati produk sayuran segar organic.

Factors Influencing Indonesian Dairy Farmers in Making Business Decisions Putro, Utomo Sarjono; Alamanda, Dini Turipanam; Utami, Hesty Nurul; Siallagan, Manahan; Nirmala, Shena Nadya
The Asian Journal of Technology Management (AJTM) Vol 14, No 1 (2021)
Publisher : School of Business and Management Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2021.14.1.5

Abstract. The development of the dairy industry in Indonesia is concentrated in Java and is dominated by the traditional farm with small-scale ownership, which is farmers do not get a big profit, farm management is very simple, farmers low level of education, and most farmers have dairy cattle that functioned as savings. This research was conducted to answer questions about how the behavior and decisions of farmers are influenced by interactions with other agents or factors; and how to encourage farmers to increase the cattle population and milk production so that farmers' income increases and have a sustainable business farm to develop the dairy industry in Bandung Regency. Agent-based modeling was conduction with the help of the SOARS program. In this research, dairy farmers are categorized into three clusters using cluster analysis, which is, the motivated, the survived, and the unsatisfied. Agent-based modeling is suitable for the complexities of this research which are the motivation, behavior, decision, and interactions of dairy farmers will be affecting the output of the dairy industry system as a whole; and to implement some policy scenarios. Keywords: Agent-based, dairy farmer, milk production, business decisions, behaviour

PERSEPSI KONSUMEN THEMATIC COFFEE HOUSE TERHADAP MEREK, KUALITAS PRODUK DAN PELAYANAN SERTA NILAI PELANGGAN PRODUK KOPI LOKAL (Survei Konsumen Filosofi Kopi Jakarta Selatan) Utami, Hesty Nurul; Kamilia, Nuri
Jurnal Ilmu Sosial dan Humaniora Vol 6, No 1 (2017)
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/jish-undiksha.v6i1.9870

Â AbstrakIndonesia merupakan salah satu negara penghasil kopi terbesar di dunia dengan tingkat konsumsi kopi yang diproyeksikan terus meningkat setiap tahun serta didukung meningkatnya jumlah coffee house di Indonesia. Filosofi Kopi merupakan coffee house yang beroperasi kurang dari satu tahun di wilayah Jakarta dengan konsep thematic coffee house yang menjual kopi lokal khas Indonesia yang harus bersaing dengan coffee house internasional yang membuka cabangnya di kota besar seperti Jakarta. Penelitian ini bertujuan untuk menggambarkan persepsi konsumen terhadap kesadaran merek, kualitas kopi, kualitas pelayanan dan nilai pelanggan di Filosofi Kopi untuk meningkatkan daya saing coffee house lokal di Indonesia. Membangun merek dapat memberikan perlindungan secara legal terhadap keunikan sebuah merek, sedangkan kualitas produk dan kualitas pelayanan dapat meningkatkan nilai yang dirasakan konsumen. Sehingga suatu produk akan berhasil jika memberikan nilai yang lebih tinggi bagi konsumen dan dapat dijadikan sebagai alat ukur daya saing. Metode penelitian yang digunakan adalah metode deskriptif kuantitatif dengan menggunakan diagram ular sebagai alat analisis data. Sampel dipilih melalui teknik proporsional stratified random sampling terhadap 60 orang responden. Hasil penelitian menunjukkan bahwa konsumen sulit untuk mengingat nama jenis kopi yang dijual namun mudah mengenali logo dengan perspektif positif atas rasa dan aroma kopi lokal yang superior dan cara penyajian kopi yang tepat, namun belum didukung fasilitas layanan coffee house yang memuaskan konsumen. Edukasi konsumen dan kampanye pemasaran melalui merek dan kualitas produk diperlukan untuk meningkatkan daya saing kopi lokal.Kata kunci: kopi lokal, jasa makanan, penciptaan nilai, perilaku konsumenAbstractIndonesia is one of the largest coffee producer in the world with coffee consumption level predicted to be increased every year and supported by the rise of coffee house in Indonesia. Filosofi Kopi is a brand new coffee house with thematic and unique concept in Jakarta that sold Indonesia local coffee and should compete with numerous international coffee house brand that open their store branch in big city such as Jakarta. This study objectives are to describe customers perspective on brand awareness, coffee quality, service quality and customer value to improve business competitiveness. Building brand could give legal protection for brand uniqueness, while product quality and service quality are predicted to improve customer perceived value. Thus a product successfulness is undeniable with favour to high customer value that utilize as tool for competitiveness. The research method applied descriptive quantitative with snake diagram for data analysis. Proportional stratified random sampling technique was applied to 60 respondents. The results show that customer face difficulties recognizing local coffee names while it is easier to remember product logo. Filosofi Kopi show positive perspective on local coffee product quality by product flavour and aroma, while service quality superiority gain through precise coffee presentation but less supported physical evidence of a coffee house to reveal consumer satisfaction. Customer education and marketing campaign on product brand and product quality required to improve local coffee competitiveness.Keywords:Â local coffee, food services, value creation, consumer behavior

Pengaruh Bauran Pemasaran Terhadap Perilaku Online Shopping: Perspektif Pemasaran Agribisnis Hesty Nurul Utami; Iqbal Fauzi Akbar Firdaus
Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Vol 2, No 1 (2018): Jurnal Ecodemica: Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : LPPM Universitas BSI

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Keberadaan internet memberikan konsekuensi tidak hanya pada perubahan baya hidup modern namun juga merubah perilaku individu dalam melakukan aktivitas pembelian produk barang dan/atau jasa secara daring (online). Penelitian ini dilakukan bertujuan menginvesitigasi model online shopping yang dipengaruhi oleh bauran pemasaran untuk produk pertanian berupa bibit tanaman. Penelitian ini menggunakan metode penelitian kuantitatif dengan menggunakan alat analisis dengan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa bauran pemasaran dengan mengkombinasikan bauran produk, harga, lokasi pembelian, dan promosi berpotensi mempercepat keputusan pembelian konsumen produk bibit tanaman yang dilakukan melalui situs jual beli yang dikembangkan oleh perusahaan. Namun, hasil uji parsial menunjukkan bahwa hanya produk dan lokasi pembelian saja yang memiliki pengaruh terhadap keputusan pembelian konsumen produk bibit tanaman yang dilakukan secara online. Model pembelian secara online menjadi salah satu upaya perusahaan produk agribsinis sejenis untuk memberikan pilihan kepada konsumen memenuhi kebutuhannya. Perubahan gaya hidup dengan maraknya e-commerce dapat meningkatkan peluang pemasaran baru yang dapat dimanfaatkan dan fleksibilitas bagi pilihan konsumen untuk melakukan pembelanjaan. Bauran produk dan bauran promosi perlu dipertahankan dengan terus memberikan inovasi pada bauran produk dan bauran tempat yaitu pengeloaan website penjualan agar dapat memberikan kombinasi peran yang lebih baik bagi keberlangsungan perusahaan.

FACTORS DETERMINING BUYER-SELLER RELATIONSHIPS: EMPIRICAL RESULTS FROM AN AGRIBUSINESS PERSPECTIVE Hesty Nurul Utami; Dini Turipanam Alamanda; Risma Muhamad Ramdani
Sosiohumaniora Vol 24, No 1 (2022): Sosiohumaniora: Jurnal Ilmu-Ilmu Sosial dan Humaniora, MARCH 2022
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/sosiohumaniora.v24i1.29201

Continuous development of the Indonesian agri-food retail in the past decades has shown an evolutionary way on how the buyer and seller build their interaction during the exchange transaction process. It shows the significance of beneficial buyer-seller relationships in the shifting from traditional food retailing model to modern food retailing model, including in developing economy context. The study aims to investigate the factors affecting the buyer-seller relationship concept to access the modern market from the farmer producer perspective in the setting of an emerging market. This study surveyed 75 respondents of vegetable farmer group members located in a vegetable cluster in West Java, Indonesia. An explanatory quantitative method with Confirmatory Factor Analysis (CFA)was used for the data analysis. The findings verified four primary factors that can explain the B2B buyer-seller relationship of farmers deciding to partner with modern retailers such as supermarkets, which consists of trust, loyalty, relationship commitment, and business communication. The findings propose a further understanding related to the factors that influence the buyer-seller inter-relationships in the B2B context of the agriculture sector.

MARKETING COMMUNICATION INNOVATION OF FRESH FRUIT AND VEGETABLES (FFV) MODERN RETAIL LOCAL SUPPLIER: COMPETITIVENESS OF SMALL HOLDER TO ENTER MODERN RETAIL Hesty Nurul Utami; Agriani Hermita Sadeli
Sosiohumaniora Vol 16, No 3 (2014): SOSIOHUMANIORA, NOPEMBER 2014
Publisher : Universitas Padjadjaran

Modern retail rapid development is an opportunity for fruit and vegetable farmers to fulfill consumerretail business demand. This research give an insight of how marketing communication innovation suggested forlocal FFV supplier in order to enter modern retail by concerning their competitiveness through modern retailpoint of view and adjusted with modern retail marketing decision. It applies qualitative design through casestudy at Retail XYZ Group. The main FFV supplier criteria appointed by the company are supplier price productoffering, product quantity, quality and continuity. Overall, almost all of local FFV supplier marketing criteria isperceived worst than importer in terms of durability, quantity, service level, after post harvest handling, R&D, andcommodity attribute. An incremental marketing communication innovation could be done via direct partnershipwith small holders who are able to meet retail FFV requirements in commodity quantity, quality, continuity, postharvest handling, durability, research and development facility, product sourcing and availability throughoutseason, and deliver service excellent. This is an opportunity for the small holder to build a long term relationshipmarketing with modern retail.

PENINGKATAN PEMASARAN SUSU KEDELAI BUBUK MELALUI STRATEGI BAURAN: Studi Kasus Pada Pabrik Susu Kedelai Kadungora di Desa Kadungora, Kecamatan Kadungora, Kabupaten Garut Dini Rochdiani; Hesty Nurul Utami
Sosiohumaniora Vol 11, No 2 (2009): SOSIOHUMANIORA, JULI 2009
Publisher : Universitas Padjadjaran

Susu kedelai sebagai alternatif pilihan pemenuhan kebutuhan susu bagi masyarakat sebagai pengganti susu sapi belum tersosialisasi dengan baik. Pabrik Susu Kedelai Kadungora dalam pengembangan usahanya melakukan strategi integrasi ke depan dan strategi penetrasi pasar. Strategi tersebut dapat dilakukan dengan cara mempertahankan kualitas produk dan tingkat harga, memperbaiki sistem kerja sama dengan agen distributor, mengangkat tenaga penjual dalam perusahaan, mengorganisasi tugas dan wewenang staf manajemen perusahaan lebih spesifik dan segera mendapatkan investor baru. Selain itu, perusahaan perlu melakukan strategi perbaikan manajemen organisasi perusahaan terutama yang berkaitan dengan jalinan kerja dengan investor atau menggunakan jasa perbankan untuk menyelesaikan masalah keuangan yang berdampak negatif pada sistem pemasaran produk.

MOTIVASI, PENGETAHUAN, DAN SIKAP KONSUMEN TERHADAP ATRIBUT KOMODITAS APEL LOKAL DAN APEL IMPOR: STUDI KASUS PADA KONSUMEN BUAH APEL LOKAL DAN APEL IMPOR DI WILAYAH KOTA BANDUNG Agriani Hermita Sadeli; Hesty Nurul Utami
Sosiohumaniora Vol 14, No 2 (2012): SOSIOHUMANIORA, JULI 2012
Publisher : Universitas Padjadjaran

Buah apel sebagai salah satu jenis buah favorit masyarakat, sehingga pasar domestik banyak dibanjiri oleh apel impor. Kondisi fisik buah apel sebagai bagian dari atribut produk dan perilaku psikologis diantaranya motivasi, pengetahuan, dan sikap konsumen diduga mempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk memperoleh skor dan kajian tentang motivasi, pengetahuan, dan sikap konsumen terhadap buah apel lokal dan impor di wilayah Kota Bandung. Metode penelitian yang digunakan adalah survei deskripstif dengan responden konsumen buah apel. Hasil penelitian menunjukkan bahwa motivasi utama konsumen untuk membeli buah apel lokal dan impor adalah (1) faktor kebutuhan gizi, yang berarti faktor fisiologis merupakan faktor yang paling besar memotivasi konsumen untuk membeli apel; (2) pengetahuan konsumen tentang atribut produk yang paling tinggi baik untuk buah apel lokal maupun apel impor adalah faktor kesegaran buah yang artinya konsumen memiliki pengetahuan yang cukup tinggi mengenai kondisi kesegaran yang dimiliki buah apel; sementara itu, (3) sikap konsumen yang paling tinggi dalam keputusan pembelian buah apel impor adalah warna buah apel impor yang menarik, sedangkan untuk buah apel lokal adalah faktor kesegarannya yang dianggap baik.

Co-Authors Adi Nugraha Agriani Hermita Sadeli Andika, Alif Anggita Chaeriyah Anisa Puspitasari, Anisa Anita Cicilia Harimurti Ari Risdianto Azzahra, Naila Bobby Rachmat Saefudin Chaeriyah, Anggita Chandrasapth, Koblarp Diah Chaerani Dini Rochdiani Dini Turipanam Alamanda Eddy Renaldi Elfa, Muhammad Okiba Jauhari Elly Rasmikayati Endah Djuwendah Erna Rachmawati Eti Suminartika Faizah, Haura Nur Febiola, Audia Fiky Yulianto Wicaksono Gelda Amalia Hasanah, Gelda Amalia Gema Wibawa Mukti Gema Wibawa Mukti Gema Wibawa Mukti Gunardi Judawinata Hepi Hapsari Hilman, Nasywa Khairunnisa Iqbal Fauzi Akbar Firdaus Iwan Setiawan Julia, Anna Kamarulzaman, Nitty Hirawaty Kamilia, Nuri Lucyana Trimo, Lucyana Madasansa, Amienda Cahya Mahra Arari Heryanto Marsyain, Nada Tirtawati Mufti Helmi Mufti Helmi Muhammad Arief Budiman Nirmala, Shena Nadya Nuri Kamilia Nurrahman, Iqbal Nurseto, Hardian Eko Pandi Pardian Pratiwi, Putri Gita Putri, Rifa Fajriani Putro, Utomo Sarjono Qanti, Sara Ratna Rani Andriani Budi Kusumo Resti Arini Risma Muhamad Ramdani Rosyadilla, Assyifa Salsabila, Dita Nur Sari, Dwi Novanda Siallagan, Manahan Singgih, Saskia Firmani Sri Fatimah Sulistyodewi Nur Wiyono Tati Nurmala Tomy Perdana Trisna Insan Noor Tuti Karyani Yosini Deliana Zahra, Hanun Zaky, Raihana Nanditha Zumi Saidah

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