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All Journal agriTECH AGRARIS: Journal of Agribusiness and Rural Development Research International Journal of Multidisciplinary: Applied Business and Education Research Agroindustrial Journal
Shafira Wuryandani
Department Of Agroindustrial Technology, Faculty Of Agricultural Technology, Universitas Gadjah Mada, Jl. Flora No. 1, Bulaksumur, Yogyakarta 55281
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Industrial & Manufacturing Engineering Medicine & Pharmacology Social Sciences

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Developing an Ingredient Branding Strategy Applied to Pigmented Rice Commodity Shafira Wuryandani; Dyah Ismoyowati; Endy Suwondo
AGRARIS: Journal of Agribusiness and Rural Development Research Vol 8, No 1: January-June 2022
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/agraris.v8i1.12013

Abstract

Pigmented rice agroindustry has just started its market development, thus require a branding strategy. It may apply an ingredient branding strategy that can increase brand awareness and equity of pigmented rice by highlighting the ingredients. This paper discussed the developing strategy of pigmented rice products using the Customer-Based Brand Equity Model (CBBE). The brand awareness and loyalty survey was conducted to analyze the pigmented rice brand equity. The survey also explored branding media to increase consumers’ brand equity. The survey captured 261 respondents from various cities in Indonesia. The results of the t-test showed a significant difference between regular and occasional consumers. The CBBE diagnosis indicated that the producer should highlight antioxidants, anthocyanin, and other health benefits through advertising, word of mouth, health-related campaigns, and informative packaging.
Prioritized Attributes on Black Rice Product Development: Kano Model Application Shafira Wuryandani
Agroindustrial Journal Vol 8, No 2 (2021)
Publisher : APTA and DTIP FTP UGM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/aij.v8i2.76727

Abstract

Black rice is a functional food that contributes to its increasing of popular for consumption and the increasing consumer awareness of health. However, the quality of black rice products still needs to be improved to meet consumer needs. This research was conducted to determine how black rice consumers voice the attributes of black rice products circulating in the market and what priorities need to be made to develop black rice products. The research data was collected through a survey of 50 black rice consumers. The survey was conducted using a questionnaire prepared according to the Kano Model. Data analysis was carried out using the Kano Model, which was developed with the preparation of the House of Quality to determine the priorities that need to be carried out in developing black rice. The results show that the attributes of black rice are divided into two categories: attractive and indifferent. Attributes included in the attractive category are organic black rice, vacuum packaging, nutritional values , and cooking methods on the packaging. Other attributes fall into the indifferent category. Product development priorities focus on attributes that are in the attractive category. The priority for developing black rice products is planting with organic and certified methods, vacuum packaging, new packaging designs that include nutritional values , and cooking methods.
Millennials' Consumer Behavior in the Coffee Agroindustry: The Effect of Consumer Attitudes on Purchasing Decisions Dyah Ismoyowati; Shafira Wuryandani; Fadhila Kurnia Wijayanti
agriTECH Vol 43, No 1 (2023)
Publisher : Faculty of Agricultural Technology, Universitas Gadjah Mada, Yogyakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/agritech.66577

Abstract

Enjoying a good cup of coffee is gaining popularity among Indonesian millennials, particularly in metropolitan areas, with an annual growth rate of 6% in the last decade. Therefore, this study aimed to provide information for adjusting coffee shop marketing strategies by estimating the influence of consumer attitudes, in particular, motivation and perception, and lifestyle, on their purchasing decisions. We sampled 153 individuals (majorly aged 25 to 27 years, with a slight bias toward females) in Yogyakarta, Java, using an online survey with 33 questions on consumer attitudes, along with four demographic questions. The responses were converted to a Likert score and analyzed using multiple linear regression. Our results demonstrate that the consumer attitudes investigated collectively explained ~41%, with motivation and perception being the dominant factor (F = 51,401 ; p < 0.05). It showed that motivation and perception, and lifestyle variables significantly affected coffee shop purchasing decisions among millennials in Yogyakarta. At the same time, the F test revealed that they had a combined effect significantly. Therefore, coffee shop owners must consider consumers' motivation and perception, and lifestyle to increase millennial coffee shop consumers' loyalty in Yogyakarta.
Importance-Performance Analysis on the Digital Platform Attributes of Food Convenience Store in Indonesia Wahyudin, Moh.; Wuryandani, Shafira; Maksum, Mochammad; Arifadini, Qistina
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 4 No. 11 (2023): International Journal of Multidisciplinary: Applied Business and Education Res
Publisher : Future Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.04.11.31

Abstract

The development of digital technology has changed many things in consumer behavior, including in shopping for daily necessities. The flexibility and efficiency offered by digital technology have encouraged the two largest retail companies in Indonesia to develop a digital food convenience store platform as a strategy to improve service to their customers. By 2021, the developed food convenience store platform has been used by more than one million customers. However, some customers have complaints against the platforms. It means that there are platform attribute performances that need to be improved. This study aims to analyze the attributes of the digital food convenience store platform that users consider important and contribute significantly to its performance. The number of respondents in this study was 200 users of digital food convenience stores platforms, and the data obtained were analyzed by the Importance Performance Analysis (IPA) method. As a result, there are 18 attributes that are considered extremely important by users: login methods, product diversity, user data security, delivery accuracy, product accuracy, customer service, shopping discount, shipping cost discount, direct delivery service and product compatibility. However, users rated that customer service, shopping discounts, and shipping discounts attribute did not meet their expectations. Overall, the performance of the digital food convenience store platform in Indonesia reached 85.83% of user expectations, so that the digital platform developer needs to concentrate on these three attributes so that the level of performance can be maximized and meet user expectations.
Co-Authors Arifadini, Qistina Dyah Ismoyowati, Dyah Endy Suwondo Fadhila Kurnia Wijayanti Mochammad Maksum Wahyudin, Moh.