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All Journal Jurnal Pengelolaan Sumberdaya Alam dan Lingkungan (Journal of Natural Resources and Environmental Management) Journal of Consumer Science Journal of Consumer Sciences
Mukhammad Najib, Mukhammad
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Agriculture, Biological Sciences & Forestry Earth & Planetary Sciences Education Environmental Science Social Sciences

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The Effect Of Brand Equity, Marketing Mix, And Lifestyle To Purchase Decision At Maxx Coffee, Bogor Rahmah, Khairunnisa; Sumarwan, Ujang; Najib, Mukhammad
Journal of Consumer Sciences Vol. 3 No. 2 (2018): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (410.458 KB) | DOI: 10.29244/jcs.3.2.01-15

Abstract

Coffee becomes one of the important commodities both in terms of consumption and in terms of production. Therefore, the interaction in marketing with the system and its activities should be able to get closer between consumers to products and brand name of the company offered. Nowdays, urban society at this time experiencing lifestyle changes. One of the manifestations of modern lifestyle today is the habit of certain community groups who like to consume coffee in coffee shops. Base on that, the purpose of this research is to identify the characteristics of MAXX Coffee consumer, analyze the influence of brand equity, lifestyle, and marketing mix of MAXX Coffee to consumer purchase decision, and to formulate alternative marketing strategy based on factors influencing marketing mix and brand equity MAXX Coffee. This research using Structural equation Modeling (SEM) with 271 respondent based on convenience sampling method during the reseach time. Based on the results of the research, in order to create strong brand equity, the management of MAXX Coffee Bogor can invest through the improvement of several marketing mix indicators, namely price, people, process, and physical. In the context of MAXX Coffee lifestyle focus to follow the perception of today's consumer lifestyle that wants to improve the prestige and image in the environment around consumers.
The Effect Of Brand Equity, Marketing Mix, And Lifestyle To Purchase Decision At Maxx Coffee, Bogor Rahmah, Khairunnisa; Sumarwan, Ujang; Najib, Mukhammad
Journal of Consumer Sciences Vol. 3 No. 2 (2018): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.3.2.01-15

Abstract

Coffee becomes one of the important commodities both in terms of consumption and in terms of production. Therefore, the interaction in marketing with the system and its activities should be able to get closer between consumers to products and brand name of the company offered. Nowdays, urban society at this time experiencing lifestyle changes. One of the manifestations of modern lifestyle today is the habit of certain community groups who like to consume coffee in coffee shops. Base on that, the purpose of this research is to identify the characteristics of MAXX Coffee consumer, analyze the influence of brand equity, lifestyle, and marketing mix of MAXX Coffee to consumer purchase decision, and to formulate alternative marketing strategy based on factors influencing marketing mix and brand equity MAXX Coffee. This research using Structural equation Modeling (SEM) with 271 respondent based on convenience sampling method during the reseach time. Based on the results of the research, in order to create strong brand equity, the management of MAXX Coffee Bogor can invest through the improvement of several marketing mix indicators, namely price, people, process, and physical. In the context of MAXX Coffee lifestyle focus to follow the perception of today's consumer lifestyle that wants to improve the prestige and image in the environment around consumers.
Organic Farming in Bogor, West Java, Indonesia: Measuring How far Its Sustainability Adil, Adityawarman; Syarif, Rizal; Najib, Mukhammad; Widiatmaka
Jurnal Pengelolaan Sumberdaya Alam dan Lingkungan (Journal of Natural Resources and Environmental Management) Vol 13 No 4 (2023): Jurnal Pengelolaan Sumberdaya Alam dan Lingkungan (JPSL)
Publisher : Pusat Penelitian Lingkungan Hidup, IPB (PPLH-IPB) dan Program Studi Pengelolaan Sumberdaya Alam dan Lingkungan, IPB (PS. PSL, SPs. IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jpsl.13.4.671-682

Abstract

Sustainable organic farming management combines ecological/environmental, economic, and social interests in its implementation. This study aims to determine the sustainability status of organic agriculture in Bogor, West Java Province, on the ecological, economic, and social dimensions. The analytical method used is Multi-Dimensional Scaling (MDS) through the Rap-Organic Farm (Rapid Appraisal for Organic Farm) ordinance technique. The results showed that the sustainability status of organic farming in Bogor was categorized as Fairly Sustainable (58.57) on the ecological dimension. Still, the economic and social dimensions were moderately sustainable (52.09 and 53.70, respectively). Leverage attributes that very sensitive influenced the sustainability of organic agriculture are the availability of fertile land, the presence of organic product seeds, community consumption level for organic products, the market potential for organic products, average additional community income from organic product cultivation, and involvement of community institutions in organic farming development. The six attributes of levers must be prioritized for managers through the preparation and implementation of appropriate policies so that the sustainability of organic farming in Bogor, West Java, can be maintained.
Co-Authors Adil, Adityawarman Rahmah, Khairunnisa Syarif, Rizal Ujang Sumarwan Widiatmaka