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All Journal Jurnal Komunikasi Pembangunan Jurnal Penyuluhan AGRIPITA: Jurnal Agribisnis dan Pembangunan Pertanian Jurnal Lahan Suboptimal Jurnal Social Economic of Agriculture MetaKom : Jurnal Kajian Komunikasi Marwah: Jurnal Perempuan, Agama dan Jender SALAM: Jurnal Sosial dan Budaya Syar-i Suluh Pembangunan: Journal of Extension and Development JPSriwijaya Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Nyimak: Journal of Communication MetaCommunication; Journal Of Communication Studies JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat JAS (Jurnal Agri Sains) PUBLIKASI PENELITIAN TERAPAN DAN KEBIJAKAN Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Agrimansion: Agribusiness Management & Extension Jurnal Agristan Jurnal PKM Manajemen Bisnis Jurnal Ilmiah Management Agribisnis (Jimanggis) Journal of Social Research Mamangan Social Science Journal Sriwijaya Journal of Agribusiness and Biometrics in Agriculture Research JUAN: Jurnal Pengabdian Nusantara CONVERSE Journal Communication Science HUMANUS : Jurnal Sosiohumaniora Nusantara Agrinus: Jurnal Agro Marin Nusantara Journal Of Advance In Social Sciences And Policy Jurnal Ilmiah Penyuluhan dan Pengembangan Masyarakat
Selly Oktarina
Department Of Agribusiness, Faculty Of Agriculture, Universitas Sriwijaya. Jl. Raya Palembang-Prabumulih Km 32, Indralaya, Ogan Ilir 30662, South Sumatra, Indonesia
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Neuroscience Public Health Social Sciences Other

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Consumer Behavior Analysis in Pangkalpinang: Perception as Intervening of Hydroponic Purchase Decision with STP Approach Dewa Ayu Gianina; Muhammad Yamin; Selly Oktarina
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 6 (2025): Dinasti International Journal of Economics, Finance & Accounting (January - Feb
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i6.3735

Abstract

The rapid rise in urban growth and health-conscious behavior in Pangkalpinang has spurred a demand for hydroponic vegetables. This study seeks to explore the factors shaping consumers' decision to purchase hydroponic vegetables in this area. By employing a quantitative research design, survey data were gathered from 170 respondents, focusing on demographic characteristics, variables related to socioeconomic status, perception as psychological influence, and marketing elements. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to identify the key predictors of purchasing behavior, alongside the application of the STP (Segmentation, Targeting, Positioning) strategy to enhance sales. The results show that most consumers are women working in the private sector, with a bachelor's degree, earning between Rp 4,000,000 and Rp 6,000,000, aged 17-25 years, married, and residing in Gabek District. The factors directly and significantly influence the decision to purchase hydroponic vegetables are product, income and perception. Price, however, does not have a direct effect. Nonetheless, price has a significant indirect impact on purchasing decision through its influence on perception. The marketing strategy employs the STP model to create an appealing product image and attract potential consumers. This approach integrates excellent customer service, attractive packaging, promotional pricing, and product innovation.
Rice Factories and the Dynamics of Life: Sociocultural Analysis of Farmers and Workers Selly Oktarina; Kristin Laveni Purba; Eko Purwanto; Ahmed Abdul Malik
Jurnal Mamangan Vol 15, No 2 (2026): Jurnal Ilmu Sosial Mamangan Accredited 2 (SK Dirjen Ristek Dikti No. 0173/C3/DT
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v15i2.11853

Abstract

The existence of the rice  factories has impacted local residents, many farmer sold parts or all of their land; the number of farmers has decreased, while the number of workers has increased.  This study aims to determine the dynamics and impact of socio-cultural changes on farmers and workers. This research used Social Evolution Theory. This study was conducted in Pegayut Village, Pemulutan District, Ogan Ilir Regency. This research method was a quantitative approach using a survey method. The sampling method was proportional stratified random sampling. The number of samples taken was 69 people consisting of 56 workers and 13 farmers from a population of 217. Data collection methods were carried out using primary and secondary methods. Data analysis methods were carried out qualitatively. The dynamics of the lives of farmers and workers reflect both opportunities and challenges: creating jobs, facilitating access to rice sales and also introducing technology in rice field cultivation, increasing welfare and the potential for social inequality on the other hand, decreasing interaction patterns, increasing individualism and increasing dust. The impact of social and cultural changes on farmers and workers includes: changes in work relations, social mobility, social solidarity, mutual cooperation, customs, work ethic, consumption patterns, gender roles, social identity, social interaction. The rice factories has impacted transformation of society from a traditional pattern to a modern society. The novelty of this research was tradition of “gotong royong” has not completely vanished; instead, it has transformed into a form of institutionalized partnership.
Co-Authors Abdul Basit Adi Suryadi Ahmed Abdul Malik Akbar Saefudin Alde Dyanrini Ana Kuswanti Andri Sarifudin Anna Gustina Zainal Basit, Abdul Daniel Saputra Desi Arisandi Desi Wulandari, Desi Dewa Ayu Gianina Dewa Ayu Gianina Dwi Maharani lestari Dwi Retno Hapsari, Dwi Retno Eka Mulyana Eko Purwanto Eko Purwanto Eko Purwanto Eko Wahyono Elly Rosana, Elly Farisal, Umar Gianina, Dewa Ayu Haisen Hower Haryani, Fatria Resti Henny Malini, Henny Hilda Agustina Hutabarat, Sindy Yolanda Januarti, Indri Kristin Laveni Purba Lifianthi, Lifianthi Lusiana Setianti M. Yamin Marwan Sufri Mirza Shahreza Mochamad Syaifudin, Mochamad Muhammad Alif Muhammad Alif Muhammad Arbi Muhammad Rivaldi Adzka Muhammad Syarif Rahmadtullah Syarif Muhammad Yamin Muhammad Yamin Muhammad Yamin Muqsith, Munadhil Abdul Muslim Muslim Namira Salsabila Ninuk Purnaningsih Norhazlina Fairuz Musa Kutty Nukmal Hakim, Nukmal Nurilla Elysa Putri Nurul Izzah Aulia Oktarina, Della Pairul Syah Pratiwi, Rizky Amelia Prima, Fidel Harmanda Puspitahati - Rachel Angelia Putri Rahmah, Ade rahmi bhakti izdmi Raymondo Felix Sipayung Risa Risa Risa Risa Risa Risa Riski, Riski Rismandona Rismandona Rismandona Rismandona Rismandona Rismandona Riswani Riswani Riswani Riswani Robbani, Syifa Rohmatunisa, Raden Nita Saefudin, Akbar Sarwititi Sarwoprasojdo, Sarwititi Setyaaji, Primayoga Harsana Sriati Sriati Sriati Sriati, Sriati Sumardjo Sunjaya Sunjaya Tamaria Panggabean Taqwa, Ferdinand Hukuma Tasya Salsabillah Fitriyani Thirtawati . Toni Wijaya Triana, Arjuna Neni Usman Apriadi Yunita Yunita Yunita Yunita Yunita Yunita