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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
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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POTENSI RITEL PANGAN BERBASIS PERDAGANGAN DIGITAL DENGAN MEMAHAMI PERILAKU KONSUMEN: PERSPEKTIF PELAKU AGRIBISNIS Utami, Hesty Nurul
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 9, No 2 (2023): Juli 2023
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v9i2.9795

Abstract

Technology development applied to the retail food business, and more consumers accept the online shopping modes for daily needs become some of the factors supporting the development of digitally based food retail. However, the development of the digitally based food retail industry in Indonesia could be considered as still in an early development stage of digitalization. This requires further understanding of the market and marketing potential based on understanding consumer behaviour to see the opportunity for developing digital-based food retail. This research aims to explore the knowledge of the agribusiness actors involved in digitally based food retail about consumer behaviour that has potential for business and marketing development, specifically the small and medium scale businesses. An inductive approach was applied for this research using in-depth interviews with agribusiness actors in West Java and Jakarta that use the digital retail channel for the business. The study found consumer behaviour that can potentially support food retail with digital-based in Indonesia is related to social, cultural, and consumer habitual aspects. These factors comprise the changes in consumer shopping habits, cooking and food consumption habits, food-related lifestyle, communication and interaction modes, the potential of women and urban consumers, and the increasing trend of healthy food consumption. This research contributes to consumer behaviour for food shopping through online channels, and digitally based food retail transformation, and practically for agribusiness actors on developing strategic and effective marketing for promoting food products in this digital era.
Building a Sustainable Circular Agri-Food Supply Chain For Rural Producer Organization Andika, Alif; Perdana, Tomy; Chaerani, Diah; Utami, Hesty Nurul
Agrisocionomics: Jurnal Sosial Ekonomi Pertanian Vol 9, No 2 (2025): June 2025
Publisher : Faculty of Animal and Agricultural Science, Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/agrisocionomics.v9i2.25170

Abstract

The development of a sustainable circular agri-food supply chain for rural producer organizations is essential to address the challenges of food loss, agricultural waste management, and resource efficiency. This study explores the integration of circular economy principles within the vegetable supply chain of rural producer organization, emphasizing the utilization of waste as a resource through technologies. Using a mixed-methods approach, the research analyzes the current state of waste management practices, quantifies losses across production and post-harvest stages, and identifies opportunities for improvement. The findings highlight significant inefficiencies in waste utilization, revealing that daily losses result in financial losses amounting to 4-10% of potential revenue. A sustainable circular supply chain model is employed to analyze and coordinate the interdependencies and decision-making processes among stakeholders, ensuring efficient resource allocation, effective waste management, and the integration of circular economy principles to achieve sustainability outcomes. By aligning production processes with circular economy principles, rural producer organizations can reduce environmental impacts, improve economic resilience, and contribute to the long-term sustainability of the agri-food supply chain.
Karakteristik Petani Padi dan Struktur Biaya Usahatani Padi di Kecamatan Buahdua, Kabupaten Sumedang, Jawa Barat Wiyono, Sulistyodewi Nur; Utami, Hesty Nurul; Puspitasari, Anisa; Salsabila, Dita Nur
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 11, No 2 (2025): Juli 2025
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v11i2.19756

Abstract

This study aims to determine the characteristics of current rice farmers in Buahdua Sub-district, Sumedang Regency, how rice farming costs are structured, and how farmer characteristics are associated with land area and income. This research is a quantitative study with a survey research method that uses questionnaires for its research instruments. The population in this study was rice farmers in Buahdua Subdistrict, Sumedang Regency with a sample size used in this study of 65 respondents. The analytical tools used included descriptive statistics and cross tabulation. The results showed that the cost structure of rice farming in Buahdua District, Sumedang Regency consisted of the largest portion of fertilizer costs, followed by seed costs, pesticide costs and labour costs. In the results of cross tabulation analysis, it is known that male rice farmers tend to manage larger land and dominate the higher income group compared to women. The age group of 40-60 years dominates the highest income and most are classified as smallholders with land under 0.5 hectares.
Pengaruh Brand Image, Harga dan Kualitas Produk Terhadap Brand Loyalty Kecap Bango Nurrahman, Iqbal; Utami, Hesty Nurul; Suminartika, Eti; Saidah, Zumi
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 11, No 2 (2025): Juli 2025
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v11i2.17939

Abstract

The decline in Kecap Bango's Top Brand Index over recent years highlights the need for evaluating the factors influencing brand loyalty. This study aims to analyze the impact of brand image, price, and product quality on the brand loyalty of Kecap Bango. Data were collected through a survey of 80 respondents who are consumers of Kecap Bango at Toko X, Cirebon, and analyzed using multiple linear regression methods. The results indicate that brand image and price significantly influence brand loyalty, while product quality does not have a significant effect. Simultaneously, brand image, price, and product quality collectively have a positive impact on brand loyalty. These findings emphasize the importance of strengthening brand image and setting competitive pricing in building brand loyalty, ultimately supporting the enhancement of Kecap Bango's brand performance.
Pengaruh Gaya Hidup terkait Konsumsi Makanan terhadap Keputusan Pembelian dan Nilai Pelanggan dalam Menggunakan Layanan Pesan Antar Makanan Online pada Generasi Z Azzahra, Naila; Utami, Hesty Nurul
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 11, No 2 (2025): Juli 2025
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v11i2.19741

Abstract

The development of digital technology has driven significant changes in various aspects of life, including food consumption patterns, particularly among Generation Z. One rapidly growing innovation is Online Food Delivery (OFD) services. Lifestyle changes and technological convenience require culinary business actors to understand consumer segmentation accurately in order to remain competitive. This research was conducted at three universities in the Jatinangor District, namely Padjadjaran University, Bandung Institute of Technology (Jatinangor Campus), and the Indonesian Cooperative University (IKOPIN). The aim is to identify the characteristics of Generation Z users of OFD services. This study adopts a quantitative approach using a survey method, with a sample size of 196 respondents. The results show that the concepts of food-related lifestyle, purchasing decisions, and customer value are perceived positively by respondents, making them relevant in the context of online food delivery usage among Generation Z. This research provides a theoretical contribution by enriching the literature on the Food-Related Lifestyle (FRL) concept in the digital context, as well as a practical contribution for food industry players and OFD service providers in designing marketing strategies that align with the characteristics of Generation Z consumers.
Respons Petani Padi Terhadap Minat Dan Kemungkinan Menanam Hanjeli di Kecamatan Buahdua Kabupaten Sumedang Wiyono, Sulistyodewi Nur; Utami, Hesty Nurul; Salsabila, Dita Nur; Nurmala, Tati; Wicaksono, Fiky Yulianto
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 11, No 2 (2025): Juli 2025
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v11i2.19470

Abstract

Sumedang Regency is one of the regions in West Java with relatively low rice production compared to Karawang, Indramayu, and Subang Regencies. The low productivity of rice farming in Sumedang presents an opportunity to introduce functional food crops as an alternative source of income for rice farmers. This study aims to analyze the characteristics of rice farmers and their current farming practices, as well as to examine their interest and likelihood of cultivating hanjeli as an alternative crop. A descriptive statistical approach was employed, using survey and questionnaire methods distributed to 65 respondents in Buahdua District, Sumedang Regency. The results indicate that the majority of rice farmers are male, aged between 40–60 years, and married. Most have completed elementary school, do not own land, and cultivate less than 0.5 hectares. Their average farming income is IDR 1.4 million per month, with an average monthly production cost of IDR 1.8 million. The findings reveal that the interest of rice farmers in cultivating hanjeli remains low. Most farmers are not yet confident in the economic potential of hanjeli as a supplementary income source. However, a small number of farmers show a potential willingness to adopt hanjeli cultivation, suggesting that with proper intervention and market support, adoption could increase over time.
Penguatan Kapasitas Kewirausahaan Petani Ubi Jalar (Pengabdian Kepada Masyarakat di Desa Arjasari, Kecamatan Arjasari) Mukti, Gema Wibawa; Perdana, Tomy; Utami, Hesty Nurul; Qanti, Sara Ratna; Sari, Dwi Novanda; Budiman, Muhammad Arief
Abdimas Galuh Vol 7, No 2 (2025): September 2025
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ag.v7i2.19136

Abstract

Petani memiliki peranan yang penting dan vital dalam pembangunan ekonomi di daerah perdesaan. Pertanian adalah sektor usaha yang sangat bergengsi, karena sangat berperan dalam menyediakan bahan pangan bagi umat manusia. Kegiatan pengabdian pada masyarakat (PPM) ini lebih menitikberatkan pada penguatan kapasitas kewirausahaan yang telah dimiliki petani di wilayah Arjasari Kabupaten Bandung. Metode pelaksanaan PPM adalah dengan pelatihan dan pendampingan kepada petani pelatihan bertujuan untuk memberikan pengetahuan tentang kewirausahaan dan manajemen bisnis, sedangkan pendampingan dilakukan untuk memastikan proses perubahan perilaku petani dapat berlangsung secara berkesinambungan. Kegiatan PPM, selain untuk membantu petani agar menjadi lebih berdaya dan berkembang usahataninya, kegiatan ini juga menjadi salah satu media untuk menjalin silaturahmi yang lebih baik antara Fakultas Pertanian dengan petani penggarap lahan Arjasari. Hal ini diharapkan dapat mengoptimalkan fungsi lahan Arjasari, sebagai tempat pembelajaran, dan juga lahan bernilai ekonomis bagi petani setempat. Dukungan berbagai pihak seperti Desa, Media Dan masyarakat itu sendiri sangat diperlukan, terutama untuk mendukung penguatan kelembagaan petani dan pemasaran hasil panen petani, sehingga dapat meningkatkan kesejahteraan petani.
Behavioural Insights into Digital Nudge Marketing: A Study of Consumer Behaviour and Digital Literacy in Healthy Food-Related Product Education Contexts Utami, Hesty Nurul; Zaky, Raihana Nanditha; Wiyono, Sulistyodewi Nur; Alamanda, Dini Turipanam; Sari, Dwi Novanda; Chandrasapth, Koblarp
Jurnal Penelitian Pendidikan IPA Vol 11 No 8 (2025): August
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jppipa.v11i8.11872

Abstract

The jamu industry, the locally grown healthy beverage industry in Indonesia, embarks on the opportunity to support the consumer food lifestyle. This study examines a company producing Jamu products that uses a digital platform to market its offerings. Fluctuations in purchases have led the company to adopt a Nudge business strategy in its digital content marketing. This study surveys the role of digital nudges on consumers' purchase intentions and decisions regarding Jamu products. Nudging marketing proposes a selling technique by manipulating customer behaviour closer to the deal. This study applies a quantitative approach with a Partial Least Squares-based Structural Equation Modelling (SEM-PLS) method. Data collection techniques were conducted by surveying 124 customers of Jamu products manufactured by a Jamu company based in Bandung City. The results show that nudges do not directly influence purchasing decisions but significantly impact those decisions when mediated by purchase intention. This study contributes to digital marketing and consumer behaviour literature by providing insights into how nudging marketing can be strategically implemented to promote local and healthy food-related products in modern digital business environments.
Faktor-Faktor Pengalaman Konsumen Dan Electronic Word of Mouth Pada Konsumen Warung Sehat 1000 Kebun Arini, Resti; Utami, Hesty Nurul
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 1 (2024): Januari 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i1.11532

Abstract

Changes in healthy lifestyles that occur in society cause the demand for organic vegetables to continue to increase. This is supported by the development of the use of social media which can support the exchange of product information or what is commonly called electronic word of mouth (E-WOM). A consumer-centered orientation can create a memorable experience for consumers so that they can exchange opinions about products with other consumers. This study aims to describe consumer characteristics and factors that provide good experiences to consumers so that they do E-WOM with others. The research method used is quantitative method with frequency distribution analysis. Data was collected using survey techniques and obtained 60 respondents. The results showed that consumer experience was most influenced by satisfactory service and the majority of consumers wanted to seek the opinions of others before they bought organic vegetable products at Warung Sehat 1000 Kebun.
Pengaruh Digital Marketing Terhadap Brand Image dan Brand Awareness Teh Walini Madasansa, Amienda Cahya; Trimo, Lucyana; Utami, Hesty Nurul; Fatimah, Sri
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 2 (2024): Juli 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i2.14561

Abstract

Tea (Camellia sinensis) is a commodity that is the mainstay of the plantation subsector. One of the tea brands managed by PT Perkebunan Nusantara I Regional 2 is Walini Tea. Walini Tea is a tea that has advantages over other brands, such as high quality tea, processed by itself, and has many flavors. In its marketing activities, Teh Walini utilizes digital marketing, especially through social media to introduce its products by expanding its market reach. The purpose of this research is to find out the characteristics of Teh Walini consumers and analyze how digital marketing (X) affects brand image (Y1) and brand awareness (Y2). Quantitative research with an online survey method to 200 consumers of Teh Walini who use social media is the approach in this research. In analyzing primary data, the method used in this research is SEM-PLS utilizing SmartPLS 4 software. The results obtained are the effect of digital marketing on brand image and brand awareness is positive and significant.
Co-Authors Adi Nugraha 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 Kurniati, Dinar Mariam 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