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All Journal Innofarm Jurnal Inovasi Pertanian Jurnal Pertanian Agros International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Multidisiplin Madani (MUDIMA) Proceeding of International Conference Health, Science And Technology (ICOHETECH) Mestaka: Jurnal Pengabdian Kepada Masyarakat Jurnal Nusantara Mengabdi West Science Interdisciplinary Studies Agrifo: Jurnal Agribisnis Universitas Malikussaleh
Rahmawati Setiyani
Universitas Duta Bangsa Surakarta
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Medicine & Pharmacology Public Health Social Sciences Other

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HEALTHY AND SUSTAINABLE FOOD CONSUMPTION: ORGANIC FOOD PURCHASE INTENTION THROUGH HEALTH CONSCIOUSNESS, PERCEIVED VALUE, AND CONSUMER ATTITUDE Rahmawati Setiyani; Esti Dwi Rahmawati; Annisa Nugraheni Afridhianika
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 10 (2026): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22900303

Abstract

The transition toward a healthy and sustainable food system requires a better understanding of the factors influencing consumers’ organic food choices. This study examines the effects of health consciousness and perceived value on organic food purchase intention, with attitude as a mediating variable. A quantitative survey was conducted among 110 consumers in Surakarta, Indonesia, using purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that attitude significantly influences purchase intention. Health consciousness positively affects both attitude and purchase intention, while perceived value significantly influences attitude and purchase intention. Furthermore, attitude significantly mediates the relationships between health consciousness and purchase intention, as well as between perceived value and purchase intention. Importance-Performance Map Analysis identifies perceived value as the highest-priority area for improvement because it demonstrates high importance but relatively lower performance. The findings suggest that strategies to promote organic food consumption should strengthen consumers’ perceptions of health, quality-of-life, emotional, and environmental benefits relative to price while maintaining positive attitudes toward organic products. By encouraging healthier and more sustainable consumption patterns, this study contributes to the achievement of SDG 3 (Good Health and Well-being), and SDG 12 (Responsible Consumption and Production).
Analysis of the Business Model Canvas for the Development of Timor-Leste Arabica Coffee Julmarcia Gioia Da Costa Belo; Rahmawati Setiyani; Bimoseno Sepfrian
Jurnal Multidisiplin Madani Vol. 6 No. 8 (2026): August 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/mudima.v6i8.120

Abstract

The agricultural sector plays an important role in Timor-Leste’s economy, with Arabica coffee being one of its high-value commodities. Timor-Leste Arabica coffee has significant development potential due to its distinctive flavor profile and suitable agroclimatic conditions. However, this potential has not been fully realized due to challenges in value chain management, marketing, product innovation, and resource utilization. This study aims to analyze the Business Model Canvas (BMC) as a basis for developing Letefoho Arabica Coffee in Timor-Leste. The results indicate that Letefoho Arabica Coffee has strong development potential, supported by high-quality organic products, adequate resources and production activities, strong customer relationships, and supportive partnerships. Nevertheless, several challenges remain, including a customer base concentrated in middle- and upper-income groups, traditional marketing channels, and unstable revenue. Development strategies include diversifying package sizes to improve affordability, utilizing digital technology and e-commerce for marketing, strengthening partnerships with cooperatives and exporters, and maintaining cost efficiency and product quality. These strategies are expected to expand market reach, increase revenue, and strengthen the competitiveness of Letefoho Timor-Leste Arabica Coffee in national and international markets
Characteristics of Generation Z Coffee Consumers in Surakarta: A Study of Behavior and Preferences Rahmawati Setiyani; Lathifah Khairani; Rajendra Agidya Putra
Jurnal Multidisiplin Madani Vol. 6 No. 8 (2026): August 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/mudima.v6i8.116

Abstract

One of the leading agricultural commodities in Indonesia’s plantation subsector is coffee. Coffee consumption in Indonesia has shown year-over-year growth. The city of Surakarta is an urban area experiencing rapid development in various aspects, including the economy, social life, and the service sector, making it a promising location for the growth of coffee shop businesses. This study aims to analyze the characteristics, consumption behavior, and preferences of Generation Z coffee consumers in Surakarta. The study was conducted in Surakarta using a descriptive quantitative approach via a survey method. Based on the research findings regarding the characteristics of Generation Z coffee consumers in Surakarta, it can be concluded that these consumers are predominantly female, aged 17–21, are college students, and have a monthly income of less than Rp500,000. In terms of purchasing behavior, consumers prefer to make purchases in person (offline) rather than through other methods. Product price is the primary consideration in determining where to make a purchase, with consumers tending to choose coffee offered at relatively affordable prices. Additionally, the majority of consumers prefer their coffee served cold. These findings indicate that the respondents’ coffee consumption preferences are related to demographic characteristics, purchasing power, and considerations
THE INFLUENCE OF DIGITAL MARKETING IMPLEMENTATION ON SALES PERFORMANCE AND MARKET SHARE OF PT SANG HYANG SERI CENTRAL JAVA AND YOGYAKARTA BRANCH OPERATIONS Valentina Diva Febriana; Rahmawati Setiyani; Bimoseno Sepfrian
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/tk2pwh22

Abstract

Digital transformation has significantly changed businessmarketing strategies, including in the agribusiness sector.PT Sang Hyang Seri’s Central Java and Yogyakarta BranchOperations, a state-owned enterprise engaged in rice seedproduction, have experienced a decline in retail salesperformance over the past few years. This study aims toanalyze the implementation of digital marketing andexamine its impact on sales performance and marketshare. A quantitative research approach was used with 47agricultural retail partners of PT Sang Hyang Seri CentralJava and Yogyakarta Branch Operations. Data wereanalyzed using Structural Equation Modeling-Partial LeastSquares (SEM-PLS) with SmartPLS 4 software. The findingsindicate that the implementation of digital marketing iscategorized as good. Hypothesis testing revealed that theimplementation of digital marketing has a positive andsignificant impact on sales performance (path coefficient= 0,745, t-statistic = 4,465, p-value = 0,000, R2 = 0,555).Furthermore, the implementation of digital marketingalso has a positive and significant effect on market share(path coefficient = 0,486, t-statistic = 2,277, p-value =0,023; R2 = 0,597). This study concludes that strengtheningdigital marketing strategies can improve a company’ssales performance and enhance market competitivenessin the rice seed industry.
ORGANIC RICE BUSINESS DEVELOPMENT STRATEGY THROUGH MARKETING NETWORK EXPANSION (A CASE STUDY OF PT AGRIWIRA MANDIRI SEJAHTERA) Ayyasy Ahmad Ar Royhan; Rahmawati Setiyani; Annisa Nugraheni Afridhianika
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/tn32df70

Abstract

Determining priority strategies is a crucial step indeveloping an organic rice business, enabling the companyto increase competitiveness and strengthen its marketingnetwork. This study aims to determine priority strategies fordeveloping an organic rice business by strengthening itsmarketing network at PT Agriwira Mandiri Sejahtera usingthe Quantitative Strategic Planning Matrix (QSPM). Thestudy employed a case study with a quantitative descriptiveapproach. Data were obtained through observation,interviews, documentation, and questionnaires distributedto key informants, namely the Owner and Marketing of PTAgriwira Mandiri Sejahtera. The QSPM analysis wasconducted based on alternative strategies formulatedthrough a SWOT analysis. The results showed that thepriority strategy with the highest Total Attractiveness Score(TAS) was optimizing digital marketing and social media toincrease brand awareness and reach a wider market. Thisstrategy was deemed the most effective because itexpanded the marketing network, increased brandrecognition, and reached a wider consumer base throughthe use of digital platforms. The implementation of thisstrategy is expected to enhance the company'scompetitiveness and support the sustainable developmentof the organic rice business.
COFFEE PREFERENCES AND CONSUMPTION PATTERNS AMONG GENERATION Z IN SURAKARTA Rahmawati Setiyani; Lathifah Khairani; Rajendra Agidya Putra
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/wrrjk076

Abstract

Coffee consumption in Indonesia continues to grow,particularly among Generation Z, in line with changinglifestyles and the proliferation of coffee shops. The city ofSurakarta is one of the areas experiencing rapid growth inthe coffee shop industry, making it important to understandGeneration Z’s coffee preferences and consumptionpatterns. This study aims to analyze Generation Z’s coffeepreferences and consumption patterns in the city ofSurakarta. The study employed a descriptive quantitativeapproach using a survey method. Data were collected via aquestionnaire from 30 Generation Z respondents residing inSurakarta who consume coffee. Sampling was conductedusing accidental sampling, while data analysis utilizeddescriptive statistics with percentages. The results showthat, in terms of consumption preferences, 28 respondents(93%) chose coffee varieties based on their strong anddistinctive flavors. Meanwhile, 21 respondents (70%)consumed coffee to boost their energy. These resultsindicate that flavor and the functional role of coffee insupporting daily activities are important considerations forGeneration Z when consuming coffee. This study can serveas a reference for coffee shop business owners in developingproducts tailored to the preferences of Generation Zconsumers.
ANALYSIS OF FACTORS AFFECTING THEADOPTION RATE OF BIOFERTILIZERS BYFARMERS PARTNERING WITH PTAGRIKENCANA PERKASA Miranti Rizki Mareta; Rahmawati Setiyani; Annisa Nugraheni Afridhianika
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/336vha73

Abstract

This study aims to analyze farmers’ level of knowledge andperceptions regarding biofertilizers, the rate of biofertilizeradoption, and the factors influencing the rate of biofertilizeradoption among farmers partnered with PT AgrikencanaPerkasa. The study employed a quantitative method usinga survey approach. Data were collected throughobservation, interviews, questionnaires, anddocumentation. Data analysis was conducted usingdescriptive analysis and multiple linear regression. Thevariables analyzed included age, level of formal education,farming experience, the role of farmer groups, and the roleof agricultural extension workers in the adoption ofbiofertilizers. The research results show that farmers’knowledge and perceptions of biofertilizers fall into the highcategory. The adoption rate of biofertilizers among farmerspartnering with PT Agrikencana Perkasa is also relativelyhigh, indicating that most farmers have accepted andimplemented the use of biofertilizers in their farmingactivities. The results of the multiple linear regressionanalysis show that the roles of farmer groups andagricultural extension workers have a significant effect onthe adoption rate of biofertilizers. Conversely, age, level offormal education, and farming experience do notsignificantly influence the adoption rate of biofertilizers.These findings suggest that institutional and extensionfactors play a greater role in promoting the adoption ofbiofertilizers than individual farmer characteristics.
SOCIAL MEDIA MARKETING STRATEGY FORRED SHOOT ORNAMENTAL PLANT SALES CVFLORA INDAH SARANA Herlambang Cikal Perdana; Rahmawati Setiyani; Annisa Nugraheni Afridhianika
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/31rgtz93

Abstract

This study examines the utilization of social media indeveloping the marketing of red shoot ornamental plants(Syzygium oleana) at CV Flora Indah Sarana, identifies theinternal and external factors influencing that development,and formulates alternative marketing strategies. Adescriptive qualitative method was used, with datacollected through observation, interviews, anddocumentation involving the owner, the marketing staff,and thirty ornamental-plant traders as external informants.Data were analyzed descriptively and through the InternalFactor Analysis Summary (IFAS), External Factor AnalysisSummary (EFAS), and SWOT Matrix. Results show that thecompany relies on Instagram, Facebook, and WhatsAppBusiness for promotion, product information, and customercommunication, although content uploads remaininconsistent, paid advertising features are unused, anddigital evaluation is rarely conducted. The IFAS and EFASanalyses produced coordinates of (0.20; 0.25), placing thecompany in Quadrant I (Growth Strategy), where internalstrengths and external opportunities outweigh weaknessesand threats. The recommended strategy is Strength–Opportunity (SO), emphasizing consistent optimization ofsocial media content, maintenance of product and servicequality, and expansion of trader partnerships to strengthenand stabilize the sales of red shoot ornamental plants.
ANALYSIS OF PARTNERSHIPS IN MAINTAINING THE STABILITY OF THE SUPPLY OF SENGONWOOD CHIPS AT CV AGRO MURTALSEJAHTERA Irfan Miftakhul Rozak; Annisa Nugraheni Afridhianika; Rahmawati Setiyani
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/mzedxd46

Abstract

This study aims to determine the supply conditions ofsengon wood chips, analyze the implementation of thepartnership between CV Agro Murtal Sejahtera and itssuppliers, and develop a partnership model using theBusiness Model Canvas (BMC) approach. The studyemployed a qualitative descriptive method withinformants selected through purposive sampling. Datawere collected through interviews and documentation,and then analyzed using the BMC approach. Theresearch findings indicate that the supply of sengonwood flour is not yet fully stable, as the average supplyfrom each supplier remains below the productionrequirement of 3,000 kg. CV Agro Murtal Sejahteracollaborates with three suppliers Saudara Indah, JhonGrajen, and Surya Indah under a general tradepartnership arrangement. The development ofpartnership models through BMC emphasizesstrengthening cooperation, communication, andcoordination of supply needs, as well as utilizing multiplesuppliers as alternative sources of raw materials. It ishoped that the development of these partnerships willsupport the availability of raw materials and ensure thesmooth production of mushroom baglogs.
MARKETING STRATEGIES TO INCREASE THENUMBER OF BUYERS AT JEJAMURANRESTAURANT IN SLEMAN REGENCY Restu Yuan Yoga Nugraha; Rahmawati Setiyani; Annisa Nugraheni Afridhianika
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/x80fxx65

Abstract

This study aims to identify internal and external factorsinfluencing marketing strategies, formulate alternativestrategies, and determine priority strategies to increase thenumber of visitors to Jejamuran Restaurant in SlemanRegency. The study employed a descriptive method with aqualitative approach. Informants were selected using apurposive sampling technique, consisting of owners,managers, marketing staff, representatives from theSleman Regency Tourism Office, and consumers. Data werecollected through observation, interviews, documentation,and questionnaires, then analyzed using the IFAS, EFAS, IE,SWOT, and QSPM matrices. The results indicate thatJejamuran Restaurant has strengths and opportunities thatcan be utilized to increase competitiveness, althoughseveral weaknesses and threats remain that need to beaddressed. The SWOT analysis identified several alternativemarketing strategies, while the QSPM namely leveraging adiverse range of mushroom-based menu options and aunique restaurant concept to continuously innovate themenu in line with evolving trends and consumer tastes,thereby maintaining competitivenes.
Co-Authors Agidya Putra, Rajendra Aldira Dwi Saputri Ana Arum Janah Anggrasari, Herdiana Ani Septia Sari Annisa Nugraheni Afridhianika Ayu Kumala Sari Ayyasy Ahmad Ar Royhan Bimoseno Sepfrian Bimoseno Sepfrian Bobur Sobirov Dian Septi Purwani Dian Septi Purwani Edi Waluyo, Sugeng Esti Dwi Rahmawati Herlambang Cikal Perdana Irfan Miftakhul Rozak Julmarcia Gioia Da Costa Belo Lathifah Khairani Lathifah Khairani Miranti Rizki Mareta Nastiti Winahyu Rahmat Subagyo Rajendra Agidya Putra Restu Yuan Yoga Nugraha Retna Dewi Lestari Sari Fajeri Valentina Diva Febriana