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Bahari Bahari
Program Studi Magister Agribisnis Universitas Halu Oleo, Kendari, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Kopi Instan Merek Kopi Tolaki di Kota Kendari Nurnaningsi Nurnaningsi; Bahari Bahari; Budiyanto Budiyanto
Jurnal Sosio Agribisnis Vol 7, No 1 (2022): JSA April
Publisher : Universitas Halu Oleo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33772/jsa.v7i1.22651

Abstract

This study aims to analyze the effect of the marketing mix on purchasing decisions for instant coffee of the Kopi Tolaki brand in Kendari city. The sample was determined using the formula Hair et al (2010) so that a sample of 80 respondents who were consumers of Kopi Tolaki was obtained by using accidental sampling technique. Descriptive analysis is used to determine the description of the marketing mix and purchasing decisions according to the perceptions of respondents (consumers), while path analisis is used to determine the direct and indirect effects simultaneously on several independent variables (X), is product (X1), price (X2), location/distribution (X3) and promotion (X4) on the dependent variable, is the purchase decision (Y)T. The result showed that the description of the implementation of the marketing mix and purchasing decisions for Kopi Tolaki in Kendari city according to consumer perceptions was in the high category, meaning that the implementation was quite good. The marketing mix (X) simultaneously has a significant positive effect on purchasing decisions (Y). Partially product (X1), price (X2) and promotion (X4) have a significant positive effect on purchasing decisions with the total direct and indirect effects of each produk (X1) being 8,63%, price (X2) 2,25% and promotion (X4) 7,52%, while the location/distribution (X3) variable has no effect significantly negative on purchasing decisions (Y) with a total direct and indirect effect of -0,06%. Of all the marketing mix research variables, the product (X1) is the variable that has the most significant effect on purchasing decisions (Y).Keywords: mixed marketing; purchasing decisions; path analysis; Kopi Tolaki
Kemandirian Petani dan Keberlanjutan Usahatani Padi Sawah Di Kecamatan Konda Kabupaten Konawe Selatan Irianingsih Irianingsih; Bahari Bahari; Budiyanto Budiyanto
Jurnal Sosio Agribisnis Vol 7, No 2 (2022): JSA Oktober
Publisher : Universitas Halu Oleo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33772/jsa.v7i2.28293

Abstract

The purpose of this study was to determine and analyze the independence of farmers, the sustainability of lowland rice farming, and the relationship between farmers' independence and the sustainability of lowland rice farming in Konda District, South Konawe Regency. Data sourced from lowland rice farmers in Konda District. The basis for consideration of making two villages the subject of this research is that the two villages are the villages with the highest number of lowland rice farmers in Konda District. The population of this research is 120 farmers of lowland rice in Cialam Jaya village and 80 farmers in Lawoila village. The research sample size was determined using the Slovin formula and the respondents were determined using cluster random sampling. Data analysis used descriptive analysis and Pearson correlation analysis. The results showed that the level of independence of farmers was included in the less independent category, which was 41.9 and the sustainability of farming was included in the less sustainable category, which was 37.0. The implication of the results of this study is that the independence of lowland rice farmers is one of the determining factors for the sustainability of lowland rice farming in Konda District in particular and South Konawe Regency in general.Keywords: farmer independence; sustainability of farming; rice paddy farming.
Co-Authors Budiyanto Irianingsih Irianingsih Nurnaningsi Nurnaningsi