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All Journal SOCA: Jurnal Sosial Ekonomi Pertanian Jurnal Sosial Ekonomi Pertanian AGRIEKONOMIKA CEMARA Habitat AGRIMOR Agro Ekonomi UNEJ e-Proceeding Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal SEPA (Social Economic and Agribusiness Journal) JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) Jurnal Organisasi Dan Manajemen Jurnal Agribest Jurnal Riset Agribisnis dan Peternakan Jurnal Hexagro Musamus Journal of Agribusiness Jurnal Ilmu Manajemen Kumawula: Jurnal Pengabdian Kepada Masyarakat J-SEA (Journal Socio Economic Agricultural) Agriecobis : Journal of Agricultural Socioeconomics and Business Community Empowerment Journal of Food System and Agribusiness (JoFSA) Jurnal Dinamika Sosial Ekonomi Management and Accounting Expose Jurnal Perempuan & Anak Surplus: Jurnal Riset Mahasiswa Ekonomi, Manajemen, dan Akuntansi Sriwijaya Journal of Agribusiness and Biometrics in Agriculture Research Journal of Farming and Agriculture Environmental and Agriculture Management Jurnal Ragam Pengabdian Assyfa Journal of Farming and Agriculture
Rahayu Relawati
Universitas Muhammadiyah Malang
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Public Health Social Sciences Veterinary Other

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Developing Websites to Optimize Digital Marketing and Increase the Competitiveness of Small and Micro Agribusiness Enterprises Zaky, Sultan; Relawati, Rahayu; Agustina, Yohana; Trushkina, Nataliia
HABITAT Vol. 37 No. 2 (2026): August
Publisher : Department of Social Economy, Faculty of Bio-Industry, Agriculture and Forestry, University of Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.habitat.2026.037.2.7

Abstract

Purpose: This study purposes to evaluate the effectiveness of the website of PT. Kreasi Tani Bumiaji uses the AIDA (Attention, Interest, Desire, Action) model to achieve purchase intent and WebQual (usability, information quality, service interaction quality) model to measure website quality. Design/Methodology/Approach: Data were collected through observation, interviews, and documentation from November 15 to November 31, 2024, then analyzed using descriptive analysis methods and PLS-SEM. Findings: The results showed that the quality of the website was classified as good with a score of Usability (4.24), very good Quality of Information (4.28), and very good Quality of Service Interaction (4.21). The AIDA Attention dimension is very good (4.26), Interest is very good (4.15), and Desire is very good (4.23) is at a high level, but Good Action (4.13) still needs to be improved to encourage intent to buy. Structural analysis shows that Information Quality and Service Interaction Quality have a significant effect on Attention. Attention affects Interest, which affects Desire and ultimately Action, according to the AIDA model. Overall, the website is effective in attracting consumers attention and interest and providing a good user experience, but it needs to optimize features and interactivity to maximize purchase conversions and digital promotion results. Originality/Value/Novelty: the integration of Artificial Intelligence technology such as chatbots and recommendation systems increases interactivity and personalization of content, strengthening the digital competitiveness of PT. Kreasi Tani Bumiaji.
Financial Feasibility and Sensitivity Analysis of Smallholder Dairy Farming in Temeke, Tanzania Tillya, Luciana; Relawati, Rahayu
HABITAT Vol. 37 No. 2 (2026): August
Publisher : Department of Social Economy, Faculty of Bio-Industry, Agriculture and Forestry, University of Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.habitat.2026.037.2.10

Abstract

Purpose: Dairy farming contributes to food security, income generation and employment to smallholder dairy farmers in Temeke, yet its financial viability under real market conditions remain insufficiently documented. Design/Methodology/Approach: A case study design was employed, using primary data that was collected through structured questionnaire administered to the purposively selected five representative smallholder dairy farms between October and November 2025 in Temeke District, Tanzania. Investment cost, operating expenses and revenue streams were gathered and analyzed using Investment Appraisal criteria including Net Present Value, Gross and Net Benefit ratio, Internal Rate of Return and Payback Period over seven years project life at 8% discount rate. Findings: The study results revealed that smallholder dairy farming is economically viable, the positive NPV indicates that future discounted returns substantially exceed the investment capital, the Gross B/C ratio greater than 1 explains that gross revenues is more than total costs, and the Net B/C ratio confirms that net benefits outweigh net costs. The IRR of 25.78% substantially exceeds the 8% discount rate, indicating that the project generates returns well above the cost of capital, while a Payback Period of less than two years significantly reduces investment risk for capital-constrained smallholders. Sensitivity analysis reveals that revenue is the dominant risk factor. Originality/Value/Novelty: The study provides comprehensive multi criteria investment appraisal combined with sensitivity analysis for peri-urban smallholder dairy systems in Tanzania establishing achievable economic standards. The study findings offer guidance for farmers planning for dairy investment, for policymakers in developing input support programs against price volatility and for financial institutions designing financial solutions suited to sector’s risk profile.
ANALISIS PENDAPATAN USAHATANI DAN STRATEGI PEMASARAN KOMODITAS CABAI MERAH DI DESA WONOTIRTO, KECAMATAN WONOTIRTO, KABUPATEN BLITAR Firsandy, Robby Aulia; Relawati, Rahayu; Ocvanny Amir, Nur
Jurnal Ekonomi Pertanian dan Agribisnis Vol. 10 No. 2 (2026)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

Komoditi cabai merah tergabung dalam jenis hortikultura yang memiliki fluktuasi cukup tinggi dalam perubahab permintaan dan penawaran. Penelitian ini bertujuan untuk menganalisis pendapatan usahatani cabai merah, serta merumuskan strategi pemasaran cabai merah menggunakan metode SWOT di Desa Wonotirto, Kecamatan Wonotirto, Kabupaten Blitar. Penelitian menggunakan metode deskriptif memakai desain penelitian studi kasus. Teknik sampel yang digunakan menggunakan simple random sampling. Hasil penelitian usahatani cabai merah menguntungkan petani dengan pendapatan rata-rata Rp 191.163.073 /Ha/musim dan R/C rasio sebesar 3,29. Analisis SWOT menunjukkan strategi pemasaran cabai merah Desa Wonotirto berada pada diagram SWOT di kuadran I yang menunjukkan strategi S-O (Strength-Opportunities) mendukung strategi agresif. Hasil strategi menunjukkan untuk meningkatkan kualitas cabai merah dari bantuan PPL dan pemerintah serta memaksimalkan skill, pengalaman,sarana prasarana dan kondisi lahan untuk memenuhi permintaan konsumen. Kata kunci: Usahatani, Strategi Pemasaran, Cabai Merah.
Peran Penerapan Good Dairy Farming Practices (GDFP) dan Kesejahteraan Peternak terhadap Kinerja Usaha Sapi Perah Susanti, Febri Velindria; Relawati, Rahayu; Ishartati, Erny
Jurnal Ragam Pengabdian Vol. 3 No. 2 (2026): Mei-Agustus, Sustainable Development Goals (SDGs): Multidisciplinary Perspectiv
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/754scn45

Abstract

The sustainability of smallholder dairy farming relies heavily on the adoption of technical standards for milk handling and the well-being of farmers, who act as the primary decision-makers in the field. This study aims to analyze the impact of implementing Good Dairy Farming Practices (GDFP) and farmer well-being (economic, psychological, and social) on the financial performance of smallholder dairy businesses. A quantitative research method was employed, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software The analysis results indicate that the model has very strong predictive capability regarding business profit (R² = 90.8%). Based on path coefficients, milk quality emerged as the variable with the most dominant and substantial effect on business profit (p = 0.000), followed by productivity (p = 0.000). Analysis of indirect effects demonstrates that productivity and milk quality serve as full mediators, bridging on-farm GDFP technical practices with financial profit. Meanwhile, farmers' psychological well-being acts as the primary driver of business management discipline (p = 0.000). All hypothesized moderating effects of economic well-being were rejected (p > 0.05), indicating that farmers' operational management capabilities operate independently of their personal financial stability. Dairy cooperatives are advised to tighten milk quality testing systems at collection points. Furthermore, they should provide high-quality teat dip solutions, stainless steel milking buckets, and sterile milk cans to minimize bacterial contamination. The government should prioritize management literacy training programs, interactive technical guidance, and group mentoring initiatives designed to boost farmers' motivation and mental welfare (psychological welfare).
Pengaruh Digital Marketing dan QRIS terhadap Keputusan Pembelian dan Kepuasan Konsumen Dimsum Umayumcha: Effects of Digital Marketing and QRIS on Purchase and Satisfaction of Dimsum Umayumcha Surya Chandra; Rahayu Relawati
Jurnal Riset Agribisnis dan Peternakan Vol. 11 No. 2 (2026): Jurnal Riset Agribisnis dan Peternakan
Publisher : Universitas Muhammadiyah Purworejo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37729/179b4w57

Abstract

The rapid digitalization encourages MSME actors to utilize digital marketing and digital payments (QRIS) to improve business performance and customer experience. This study examines the impact of the implementation of these two strategies on purchasing decisions and consumer satisfaction in Dimsum Umayumcha MSMEs in Malang City. Using a quantitative approach to the survey, data were collected from 120 respondents who were determined through accidental sampling techniques. The data were analyzed with Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the help of SmartPLS 4. The findings of the study found that digital marketing had a positive and significant impact on purchase decisions, β=0.41; p<0.05. as well as consumer satisfaction, β=0.46; p<0.05. Similarly, the use of QRIS was proven to have a positive and significant effect on purchases, β=0.46; p>0.05. and consumer satisfaction, β=0.39; p<0.05.. The   Value of, R-2. namely 0.59 for the purchase variable and 0.57 for consumer satisfaction, confirms that this research model obtained a good level of representation.
Co-Authors Afifah, Miftahul Dewi Anas Tain Angraeni, Siska Pramudya Aniek Iriany Aqil, Hafid Ary Bakhtiar Ayu Fitriani Miftahul Sholehah Bambang Yudi Ariadi Barbara Szymoniuk Barbara Szymoniuk Damat , Damat Damat damat Damat, Damat Dewi Liesnoor Setyowati Dyah Erni Widyastuti Effendi Andoko Eka Miladiana, Yunita Eko Handayanto Erny Ishartati Fijri Dita Nuralamika Firsandy, Robby Aulia Fithri Mufriantie Gede Mekse Korri Arisena Gumoyo Mumpuni Ningsih Gumoyo Mumpuni Ningsih Hany Handajani Harahap, Burhanuddin Haryanto, Lorenta In Hendro Prasetyo Herman, Amaliavani Trintan Mardiati Hermiandra, Dennis Wara I Ketut Suamba Indah Prihartini Indri Mustikasari Indriani Indriani Isti'anah, Dewi Istis Baroh ISWAHYUDI ISWAHYUDI Jabal Tarik Ibrahim Jangkung Handoyo Mulyo Khairunnisa Khairunnisa Lestari R. Waluyati Lestari Rahayu Waluyati Lia Nita Pramudiastuti Lili Dahliani Lili Zalizar Livia Windiana Luh Putu Parendra Indra Devi Masyhuri Masyhuri Masyhuri Masyhuri Masyhuri Masyhuri Mita Afista Mohd Fauzi Kamarudin Mona Fairuz Ramli Muhamad Abduh Muhammad Dusturuddin Robbany Nabilah Zhafirah Nabilah Zhafirah Nico Syahputra Sebayang Noor Harini Nur Baladina Nur Kholis Nur Ocvanny Amir Prayoga, Rico Dayu Dwi Preliana Dewi, Primatora Citra Eka R. Waluyati, Lestari Rahmad Pulung Sudibyo Ramli, Mona Fairuz Robbany , Muhammad Dusturuddin Sa'adah, Fachriyah Shania Desty Hariadi Shodiq, Wahid Muhammad Siti Nur Fadlilah Siti Nur Fadlilah Soenarsyach, Sultan Aldavi Sona Minasyan Surya Chandra Susanti, Febri Velindria Sustiyana Sutraning Nurahmi Swasono, Agustinus Setyo Syifa Fauzia Syifa Fauzia, Syifa Tillya, Luciana Trushkina, Nataliia Wahid Muhammad Shodiq Wahid Muhammad Shodiq Wibowo, Dea Ratna Putri Yohana Agustina Yohana Agustina Yohana Agustina Zaky, Sultan Zalizar , Lili