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All Journal Jurnal Manajemen dan Agribisnis Jurnal Dimensi Pratama Teknik Sipil JAM : Jurnal Aplikasi Manajemen Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness) Forum Agribisnis Neo-Bis Jurnal Penelitian Pertanian Terapan Al Ishlah Jurnal Pendidikan Owner : Riset dan Jurnal Akuntansi Menara Ilmu Agro Bali: Agricultural Journal Management Studies and Entrepreneurship Journal (MSEJ) Journal of Agri Socio Economics and Business Indonesian Journal of Multidisciplinary Science Jurnal Ilmiah Ilmu Terapan Universitas Jambi Journal of Islamic Digital Economics and Management IIJSE
Joko Purwono
Departemen Agribisnis, Fakultas Ekonomi Dan Manajemen, Institut Pertanian Bogor
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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NIAT PEMBELIAN KONSUMEN TERHADAP BUAH-BUAHAN SUBOPTIMAL DI SUPERMARKET KOTA BOGOR Sarah Febrianti Sirait; Suprehatin; Joko Purwono
Jurnal Agribisnis Indonesia Vol. 13 No. 2 (2025): Desember 2025 (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.2025.13.2.452-463

Abstract

Consumer preference for quality fruit products, including perfect physical appearance attributes, has led supermarkets to set and sell fruit with certain quality standards, such as size, color, and ripeness. Currently, some supermarkets sell fruit with physical imperfections, known as suboptimal fruit, along with increasing attention to food waste, especially that resulting from the disposal of less-than-perfect products. This study aims to analyze the factors that influence consumer’s purchase intention on suboptimal fruit in supermarkets. This study uses primary data from 200 respondents who live close to six supermarkets in Bogor City that sell suboptimal fruit. Respondents were selected using voluntary sampling method. This study used the extended Theory of Planned Behavior (TPB) approach and the data were analyzed using structural equation modeling partial least square. The results showed that both TPB variables, namely attitudes, subjective norms and behavioral control and variables added to the model, namely environmental concerns, price discount promotions, and non-price promotions, had a significant effect on the purchase intention of suboptimal fruit in supermarkets. This research provides insight for supermarkets to increase purchase intention of suboptimal fruit through marketing strategies that focus on information, ease of access, product management and display arrangement, and consumer education.
THE MEDIATING ROLE OF BRAND EXPERIENCE IN SOCIAL MEDIA MARKETING’S IMPACT ON BRAND EQUITY AND PURCHASE INTENTION Gultom , Sarah Bunga Dili Oktavia; Munandar, Jono M; Purwono, Joko
Jurnal Ilmiah Ilmu Terapan Universitas Jambi Vol. 10 No. 3 (2026): Volume 10, Nomor 3, June 2026
Publisher : LPPM Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jiituj.v10i3.55412

Abstract

The rapid growth of social media has transformed marketing strategies in the restaurant industry. Despite this, limited research has examined the integration of social media marketing activities (SMMA), brand experience, and purchase intention within the Indonesian restaurant context. This study aims to investigate the influence of SMMA on brand equity and purchase intention, with brand experience serving as a mediating variable. A quantitative survey was conducted among 310 Instagram followers of Medja Restaurant. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 22 to test the relationships among SMMA, brand experience, brand equity, and purchase intention. Findings indicate that SMMA positively impacts both brand experience and brand equity. Brand equity significantly predicts purchase intention, while brand experience partially mediates the relationship between SMMA and brand equity. The results suggest that restaurant managers should develop interactive, personalized, and emotionally engaging social media content to enhance customer experience, strengthen brand equity, and increase purchase intentions. This study is the first to integrate SMMA, brand experience, and purchase intention into a single SEM framework in the Indonesian restaurant industry, providing empirical evidence for the mediating role of brand experience.
Co-Authors Adib Priambudi Andryono Kilat Adhi Anisa Roseriza Budi Irawan Burhanuddin Burhanuddin Burhanuddin Burhanuddin Chandra, Jimmy Cindy Khaerunisa, Almira Elisa Anggraini Evi Yuliati Faqih Udin dan Jono M. Munandar Meivita Amelia Fariyanti, Anna Feryanto Feryanto Furqon Syarief Hidayatullah Furqon Syarief Hidayatulloh Gultom , Sarah Bunga Dili Oktavia Hanum, Nikmah Hasibuan, Iqbal Fairuz Heti Mulyati Hubeis, Aida Vitayala Sjafri Khaerunisa, Almira Cindy Kurniawan, Patricia Chiaulina Lukman M. Baga Lukman M. Baga Mega Alawiyah Maksum Meiryanti Andryani Morina Pasaribu Nada Fajriah Nadhry Nadirman Nanda Firmanda Netti Tinaprilla Nopiah, Neneng Octaviani, Vanessa Rara Tama Putri Reny Novianti Resty Istiarti Revi Ernanda Ria Dharmanthi K.W.A. Saptianty, Nila Jania Sarah Febrianti Sirait Siti Mazidatul Qonita Sri Sugyaningsih Suci Melani Suprehatin Syati Saptaria Tane, Conny Belinda Tiara Asri Satria Ulfa, Amelia Wahyu Budi P. Wasfi, Sabrul Wujud Rolesya