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All Journal JURNAL SAINS PEMASARAN INDONESIA JURNAL ILMIAH MAHASISWA AGROINFO GALUH
Agnes Ayu Rahmawati
Universitas Jember
Agriculture, Biological Sciences & Forestry Education

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MANAJEMEN OFF FARM DAN KONSEP AGRIBISNIS BERKELANJUTAN KOMODITAS BUAH NAGA DI DESA SUMBERSARI KECAMATAN SUMBERSARI KABUPATEN JEMBER Aditiya Burhanudin; Muhammad Rio Laksnono; Agnes Ayu Rahmawati
Jurnal Ilmiah Mahasiswa Agroinfo Galuh Vol 7, No 3 (2020): September 2020
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/jimag.v7i3.3481

Abstract

ABSTRAK Buah naga merupakan salah satu komoditas hortikultura yang memiliki prospek agribisnis yang baik. Naura farm merupakan salah satu industri kecil tempat pengolahan buah naga menjadi produk-produk yang bernilai jual tinggi dengan melalui berbagai tahapan dalam pengolahan agroindustri. Pemahaman mengenai manajemen usahatani diperlukan guna mengelola kegiatan off farm agar dapat beroperasi sesuai standar operasional prosedur dan mendatangkan profit maksimum. Penelitian ini bertujuan untuk mengetahui (1) manajemen off farm pada agroindustri buah naga di Desa Sumber sari Kecamatan Sumbersari Kabupaten Jember, dan (2) konsep agribisnis berkelanjutan komoditas buah naga di Desa Sumbersari Kecamatan Sumbersari Kabupaten Jember. Jenis penelitian yang digunakan dalam penelitian ini adalah deskriptif kualitatif dengan metode penelitian survei. Data yang dikumpulkan meliputi data primer dan data sekunder. Hasil penelitian menunjukan bahwa: 1) Manajemen off farm komoditas buah naga di Desa Sumbersari Kecamatan Sumbersari Kabupaten Jember meliputi kegiatan perencanaan hingga proses pengendalian, adanya penerapan fungsi manajemen ini membantu produsen dalm peningkatan kualitas hasil olahan sehingga memiliki daya saing. 2) Konsep agribisnis berkelanjutan komoditas buah naga di Desa Sumbersari memiliki beberapa kendala. Permasalahan yang dihadapi saat off farm maupun on farm di Naura Farm, yaitu pertama permasalahan bahan baku, sumberdaya manusia, rendahnya teknologi, jangkauan pasar
Persepsi Konsumen dan Strategi Pemasaran dalam Pengembangan Agroindustri Tiwul Instan Produksi KWT Kenanga Ponorogo Agnes Ayu Rahmawati; Joni Murti Mulyo Aji
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 1 (2022): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.1-29

Abstract

KWT Kenanga is an agro-industry driver made from cassava in Sidoharjo Village by processing cassava into instant tiwul. However, the number of production and sales of instant tiwul product "KWT Kenanga" tends to fluctuate and the remaining product is relatively large every month. Promotion of their products is not intensively carried out so that the market share of instant tiwul is relatively narrow. The purpose of this study was to determine consumer perceptions to formulate a marketing strategy with the application of STP and marketing mix. The analytical methods used are IPA analysis, CSI analysis, crosstabs analysis, cluster analysis, and biplot analysis with a sample of 85 people. The results showed that: 1) Based on the IPA analysis, the attributes whose performance had met consumer expectations were the attributes of taste, price, and benefits, then the attributes that needed to be improved were the attributes of packaging design, texture, and color. Based on the CSI analysis, the overall consumer perception is classified as "satisfied" with a CSI value of 78.4%, 2) Based on the cluster analysis, the groups formed are 3 segments. Based on crosstabs analysis, significant variables include age, occupation, frequency of purchase, interest in re-consuming, so that the selected target market is cluster 1 and cluster 3. Based on the biplot analysis, the positioning that can be arranged is "Instant tiwul is an alternative food to replace rice that is sold at affordable prices but has several health benefits".
Co-Authors Aditiya Burhanudin Joni Murti Mulyo Aji Muhammad Rio Laksnono