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Nurhapsa
Program Studi Agribisnis Fakultas Pertanian, Peternakan, Dan Perikanan Universitas Muhammadiyah Parepare
Agriculture, Biological Sciences & Forestry Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Nursing Physics Public Health Social Sciences Veterinary Other

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Marketing Strategy of Agriku Product (Tuna Chili Sauce) at Muhammadiyah University of Parepare Setiawan, Heri; Nurhapsa; Abd. Rahim
Jurnal Agricultural Science Vol 20 No 1 (2025): MAY
Publisher : FAKULTAS PERTANIAN UNIVERSITAS RATU SAMBAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58222/jas.v20i1.512

Abstract

Tuna chili sauce is one of the local processed products from Agriku MSME, which is marketed within the Muhammadiyah University of Parepare. This product has a distinctive taste and considerable market potential among students and academic staff. However, the marketing of this product still faces several challenges, such as limited production capacity and suboptimal promotional efforts. The objectives of this study are: 1) To identify internal and external factors affecting the sales of Agriku's tuna chili sauce at Muhammadiyah University of Parepare; and 2) To analyze effective marketing strategies to increase its sales within the campus environment. This research employs a descriptive quantitative method, utilizing a SWOT analysis approach, and data collection techniques that include observation, questionnaires, and documentation. The results show that the product's strengths lie in its flavor quality and attractive packaging, while its weaknesses are limited promotion and production capacity. Opportunities include high market demand and support from the university, whereas threats come from competing products. This study yielded several practical marketing strategies, including optimizing product strengths through targeted social media promotion, expanding distribution reach beyond the campus, incrementally increasing production capacity, and developing product variations to address market competition. These strategies were derived from a SWOT analysis that positioned the product in Quadrant II (diversification strategy), where the organization possesses internal strengths but faces external threats.
Feasibility Analysis Of Organic Pakcoy Farming Brassica Rapa L (Case Study on the Scientific Garden of FAPETRIK UMPAR) Rusydi, Rusydi; Nurhapsa; Edi Kurniawan
Jurnal Agricultural Science Vol 20 No 1 (2025): MAY
Publisher : FAKULTAS PERTANIAN UNIVERSITAS RATU SAMBAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58222/jas.v20i1.514

Abstract

This research is motivated by the importance of developing organic agricultural cultivation as an alternative to sustainable agriculture that is environmentally friendly and able to have a positive impact on consumer health, soil fertility, and environmental sustainability. Organic farming is now one of the solutions in reducing dependence on synthetic chemicals, as well as supporting environmentally sound farming systems. The FAPETRIK Scientific Garden of the University of Muhammadiyah Parepare is a potential location for the implementation and development of organic farming systems, because it is supported by adequate facilities and infrastructure, such as trial land, the availability of agricultural equipment, and access to organic materials. The purpose of this study is to determine the financial feasibility of organic pakcoy farming carried out in the plantation. The type of research used is quantitative research with a case study approach, which is to examine real conditions in one specific location. The data analysis technique used is financial feasibility analysis, which includes the calculation of production costs, revenue, and efficiency analysis through the Revenue Cost Ratio (R/C Ratio). The results of the study showed that the total income from four production times was IDR 4,235,000, while the total production cost reached IDR 4,730,500. The difference between cost and income showed a loss of IDR 495,500. The R/C Ratio value of 0.89 indicates that every IDR 1 production cost only generates IDR 0.89 in income. This shows that organic pakcoy farming in the location is not financially feasible and requires improvements in cost management and increased production in order to become an efficient and profitable business.
Strategi Pengembangan Produk UMKM Pada Sektor Pertanian Berbasis Kue Tradisional Jipang (Studi Kasus Toko Anugrah Kelurahan Pekkabata Kecamatan Duampanua Kabupaten Pinrang) Junaedi; Nurhapsa; Irninthya Nanda Pratami Irwan
Jurnal Agribis Vol. 13 No. 2 (2025): Jurnal Agribis
Publisher : Universitas Muslim Maros

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46918/pejptc92

Abstract

Penelitian ini bertujuan untuk mengetahui faktor internal dan eksternal dalam strategi pengembangan usaha kue tradisional jipang pada toko Anugrah. Penelitian ini dilaksanakan di Kelurahan Pekkabata Kecamatan Duampanuan Kabupaten Pinrang selama 1 bulan terhitung mulai Juli – Agustus. Metode penelitian yang digunakan yaitu metode kualitatif menggunakan dengan analisis strength, weakness, opportunity dan thread (SWOT). Responden penelitian ini berasal dari ahli pakar, pemilik usaha, dan 3 orang konsumen. Hasil penelitian menunjukkan bahwa posisi usaha kue tradisional kue tradisional jipang toko Anugrah berada pada kotak sel I, yang menggunakan metode SWOT. Nilai IFAS berada pada titik 3,16 dan nilai EFAS 3,17 yang menggambarkan bahwa usaha kue tradisional jipang pada toko Anugrah tumbuh kembang, selanjutnya berdasarkan matriks SWOT posisi usaha berada pada sumbu X dengan titik 1,88 dan sumbu Y 1,99 yang terdapat pada kuadranI. Hal ini menunjukkan bahawa usaha tersebut berada pada posisi kuat dan menggunakan strategi agresif (SO), yaitu tingkatkan dan kembangkan kualitas dan kuantitas produk, selalu menciptakan inovasi baru dalam usaha, memanfaatkan jejaring sosial dan promosi digital marketing
TRANSFORMASI KEBIJAKAN PEMBANGUNAN PERTANIAN DI INDONESIA: STRATEGI MENUJU KETAHANAN PANGAN BERKELANJUTAN Nurhapsa, Nurhapsa; Arsyad, Muhammad; Nuddin, Andi; Suherman, Suherman; Sirajuddin, Siti Nurani; Ashar, Nurul Magfirah; Mukhlis, Mukhlis
JURNAL AGRIMANSION Vol 26 No 2 (2025): Jurnal Agrimansion Agustus 2025
Publisher : Jurusan Sosial Ekonomi Pertanian Fakultas Pertanian Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/agrimansion.v26i2.1830

Abstract

Agricultural policy transformation aims to increase productivity, sustainability, and farmers' welfare while meeting the demands of economic, social, and environmental developments. This will have an impact on national food security. Therefore, it is important to study how to empower small businesses in the food sector to be more productive and sustainable and how to promote food diversification based on local potential and local wisdom. This study aims to analyze the transformation of agricultural development policies in Indonesia and its impact on national food security. The type of research is qualitative with a literature review method. The results of the analysis show that sustainable food security can be achieved with the strategy of building food supply from domestic production and national food reserves, empowering small-scale businesses engaged in the food sector which is a dominant feature of the Indonesian agricultural economy, increasing the capacity of farmers through training and technical assistance, counseling related to crop diversification for business efficiency and accelerating technology dissemination, promoting food loss reduction through the utilization of food handling, processing and distribution technology, promoting food consumption diversification based on the potential of local food resources, regional food diversity, and local wisdom, improving the nutritional status of the community through enrichment or fortification of certain nutrients in foods consumed by most people, such as rice, cooking oil and salt, striving to create the ability to ensure that food distributed or traded to the public has safe, hygienic, quality, nutritious characteristics, and does not conflict with religion, beliefs and culture of the community, strengthening and facilitating the development of efficient food marketing and trade in rural areas, management of basic food reserves of central and local governments to maintain stability of food supply and prices, using international food trade policy instruments by prioritizing national interest considerations and in line with international agreements, revitalizing the community food barn institutional system into a community food reserve system managed with the principle of economic efficiency while still having a social function, providing subsidized food assistance in accordance with local food consumption patterns for the poor and food-insecure communities.
Analisis Segmentasi Pasar Terhadap Loyalitas Konsumen (Studi Kasus Kedai My Cake Pekkabata, Kec. Duampanua, Kabupaten Pinrang) Farhana, Sy.Fathya; Nurhapsa, Nurhapsa; Irwan, Irninthya Nanda Pratami
Jurnal Agribis Vol. 12 No. 2 (2024): Jurnal Agribis
Publisher : Universitas Muslim Maros

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46918/agribis.v12i2.2378

Abstract

The title of this research is Market Segmentation Analysis on Consumer Loyalty (Case Study of My Cake Shop Pekkabata, Duampanua District, Pinrang Regency). The cake is a food commonly consumed by the community, namely dough consisting of flour, eggs, sugar, raising agents, and milk. It can usually be decorated with buttercream, chocolate, and so on. Currently, cakes sold on the market have different shapes, qualities, and tastes. The more the era develops, the more technology, equipment, knowledge, and materials are used to develop. The objectives of this study are: 1. To determine the partial significant influence of consumer behavior, demographic, and psychographic factors on consumer loyalty at My Cake Shop. 2. To determine the simultaneous significant influence of behavioral, demographic, and psychographic factors on consumer loyalty at My Cake Shop. The sampling method uses (purposive sampling) with certain considerations and criteria. The data collection methods in this study are observation, questionnaires, and documentation. Instrument testing is done by testing the validation and reliability using the SPSS version 26 program and analyzed using multiple linear regression analysis techniques. So the results of the study indicate that market segmentation of consumer loyalty at My Cake Shop consisting of demographic, psychographic, and behavioral variables has a significant effect partially, and consumer loyalty variables simultaneously have an effect on consumer loyalty at My Cake Shop.
Utilization of Livestock Waste for Organic Production: An Environmentally Friendly and Sustainable Solution Nurhapsa, Nurhapsa; Rahmawati, Rahmawati; Semaun, Rahmawati; Nurhaedah, Nurhaedah; Mukhlis, Mukhlis
Unram Journal of Community Service Vol. 5 No. 4 (2024): December
Publisher : Pascasarjana Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/ujcs.v5i4.718

Abstract

Livestock waste is a source of environmental pollution if not managed properly. Its utilization for organic fertilizer production can be an environmentally friendly and sustainable solution. This community service activity began with location identification in Tallumae Village, Sidrap Regency. counseling and training on making organic fertilizer from cow feces. The training participants had high enthusiasm to gain knowledge about the technology of processing cow feces into environmentally friendly organic fertilizer. The results of the extension and training activities showed a very positive response from farmer groups and communities in Tallumae Village. The existence of farmer groups and community members in Tallumae Village who use organic fertilizer is able to provide a stimulus to the surrounding community to make organic fertilizer from livestock waste. There are even community members who have implemented the organic fertilizer on vegetable crops and the results are very satisfying. The utilization of livestock waste into organic fertilizer can reduce the use of chemical fertilizers
Pengaruh Strategi Pemasaran Konten Media Sosial Dan E-WoM(Electronic Word Of Mouth) Terhadap Keputusan Pembelian Generasi Z (Studi Kasus Bebs Cake Di Kota Parepare) Alfira, Alfira; Nurhapsa, Nurhapsa; Pratami Irwan , Irninthya Nanda
National Multidisciplinary Sciences Vol. 4 No. 5 (2025): Proceeding SEMARTANI 4
Publisher : Universitas Muhammadiyah Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32528/nms.v4i5.801

Abstract

Alfira (221170005). Pengaruh Strategi Pemasaran Konten Media Sosial dan E-WoM(Electronic Word Of mouth) Terhadap Keputusan Pembelian Generasi Z (Studi Kasus Bebs Cake Di Kota Parepare. Dibawah Bimbingan Nurhapsa dan Irninthya Nanda Pratami Irwan.Persaingan bisnis di era digital menuntut pelaku usaha untuk lebih kreatif dalam menarik perhatian konsumen, khususnya Generasi Z yang aktif menggunakan media sosial. Bebs Cake, sebagai pelaku UMKM di Kota Parepare, memanfaatkan strategi pemasaran konten dan electronic word of mouth (E-WoM) guna menarik minat beli konsumen. Namun demikian, UMKM menghadapi sejumlah tantangan dalam persaingan digital, seperti keterbatasan sumber daya, perubahan tren media sosial yang cepat, tingginya intensitas persaingan dengan merek besar maupun UMKM lain, serta risiko reputasi akibat ulasan negatif yang tersebar melalui E-WoM. Penelitian ini bertujuan untuk mengetahui pengaruh content marketing dan E-WoM(electronic word of mouth) baik secara parsial maupun simultan terhadap keputusan pembelian generasi Z pada toko kue bebs cake Kota Parepare. Penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan jumlah sampel sebanyak 30 responden yang dipilih menggunakan teknik purposive sampling. Teknik pengumpulan data menggunakan kuesioner, wawancara, observasi dan dokumentasi, sedangkan teknik analisis data menggunakan analisis linear berganda. Hasil penelitian menunjukkan bahwa: (1) variabel content marketing berpengaruh signifikan terhadap keputusan pembelian konsumen bebs cake dengan kontribusi sebesar 0,372 (2) variabel E-WoM(electronic word of mouth) berpengaruh signifikan terhadap keputusan pembelian konsumen bebs cake dengan kontribusi sebesar 0,208 (3) variabel content marketing dan E-WoM(electronic word of mouth) secara bersama-sama berpengaruh terhadap keputusan pembelian konsumen bebs cake dengan kontribusi sebesar 0,820 . Kesimpulannya, strategi content marketing dan E-WoM terbukti menjadi faktor penting yang dapat meningkatkan keputusan pembelian konsumen, sehingga UMKM seperti Bebs Cake perlu mengelola konten media sosial secara konsisten dan mendorong ulasan positif dari konsumen untuk memperkuat kepercayaan serta loyalitas pasar.
Shu.Maique Sidrap Dimsum Business Development Strategy Ruskiah Katang; Nurhapsa Nurhapsa; Andi Siti Halimah
Agribusiness Journal Vol 8, No 1 (2025): Agribusiness Journal
Publisher : UNIVERSITAS SEMBILANBELAS NOVEMBER KOLAKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31327/aj.v8i1.2479

Abstract

This study aims to formulate development strategies for Dimsum Shu. Maique, a culinary business located in Sidenreng Rappang Regency (Sidrap), analyses internal and external factors and determines strategic priorities using the Quantitative Strategic Planning Matrix (QSPM) method. The approach includes the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices to identify the business's strengths, weaknesses, opportunities, and threats. The analysis results show an IFE score of 2.708 and an EFE score of 3.096, placing the business in Quadrant II of the IE Matrix, which supports a grow and build strategy. Through QSPM analysis, the highest-priority strategy identified is recruiting competent human resources, followed by regular product innovation and strengthening relationships with suppliers. These findings provide a strategic basis for the business owner to design effective, targeted development efforts to enhance competitiveness and ensure business sustainability.
Women’s Economic Roles in Small-Scale Agrifood Market Systems: Implications for Household Income and Sustainability Rahmadani A, Sofia; Nurhapsa
Integrated and Sustainable Agriculture Vol 1 No 4 (2025): Integrated and Sustainable Agriculture
Publisher : Edupedia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Small-scale agrifood market systems play an important role in supporting household livelihoods and local food supply, particularly in regions where traditional vegetable markets dominate. Women increasingly participate as vegetable traders within these systems, yet their economic roles are often underrepresented in agrifood sustainability analyses. This study examines women’s economic roles by analyzing income generation, cost structures, and contributions to household income within a small-scale agrifood market system. A quantitative descriptive approach was employed using a census survey of women vegetable traders operating in a traditional morning market in Bone-Bone Subdistrict, Indonesia. Data were collected through structured interviews and analyzed using cost–income analysis and household income contribution measures. The results indicate that women traders generate substantial net income, with variable costs comprising the largest share of total production costs. Women’s trading income contributes approximately 80% of total household income, indicating that women act as primary economic providers. These findings demonstrate that vegetable trading represents a viable livelihood strategy. Overall, women traders support both household economic sustainability and the stability of small-scale agrifood markets by maintaining daily market circulation and food supply continuity, contributing to more resilient local food systems.
Strategic Pathways for Developing Cassava-Based Agroindustry within Local Agrifood Systems Yunianti; Nurhapsa; Suherman
Integrated and Sustainable Agriculture Vol 1 No 4 (2025): Integrated and Sustainable Agriculture
Publisher : Edupedia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Cassava-based agroindustry plays a strategic role in strengthening local agrifood systems by connecting agricultural production, food processing, and local markets. However, many small-scale cassava processing enterprises operate under structural constraints that limit their contribution to sustainable agrifood system development. This study examines strategic pathways for developing cassava-based agroindustry by analyzing internal and external factors that shape enterprise performance within a local agrifood system. A qualitative–quantitative approach using SWOT analysis was applied, drawing on field observations, interviews with agroindustry actors, and secondary data. The results show that stable access to local cassava, processing experience, and product acceptance constitute key internal strengths; limited production capacity, simple technology, and narrow market reach remain major constraints. Externally, increasing demand for local food products and institutional support create development opportunities, whereas competition and market volatility pose persistent challenges. The resulting strategic pathways emphasize value upgrading, gradual innovation, enterprise resilience, and operational stability. Overall, the findings indicate that context-sensitive and system-oriented strategies are essential for enhancing the sustainability of cassava-based agroindustry and reinforcing the integration and resilience of local agrifood systems.
Co-Authors A Amir Abd. Rahim Abdul Azis Ambar Ahmad Fahmi Ahmad Suardi, Ahmad ainun muthmainnah Akhmad, Akhmad alfira, alfira Ali Djamhuri Ambar, Abdul Asiz Amin, Muhtar Andi Adam Malik Andi Nuddin Andi Nuddin Andi Siti Halimah Arman Arman Arman Arman Arya Arya Ashar, Nurul Magfirah Asmi Citra Malina, Asmi Citra Bakri, Muhammad Yusuf Dian Putri, Dian Edi Kurniawan Edy Ardyansyah Edy Kurniawan, Edy Elly Jumiati Fachry Abda El Rahman Fadliah L, Andi Nur Farhana, Sy.Fathya Farizah D. Amran Farozi, Ridwan Fatmawati Fatmawati Fitriani Fitriani Fitriani Umar Hajar Hastang, Hastang Ida Ayu Putu Sri Widnyani Ida Rosada Indah, Khofifah Indra Kusdarianto, Indra Iqbal Burhanuddin, Iqbal Iradhatullah Rahim Irmayani Irmayani Irmayani Irmayani Irninthya Nanda Pratami Irwan Irwansyah Irwansyah Israh Israh Izzah, A. Nurul J Jaya JUNAEDI Kadir, Muhammad Jurhadi Kahar, Jamil Hasyim Kamba, Ilham Kasmawati Kasmawati Kasmin, Muh. Obi Leni Sabrina Lismayanti Lismayanti Muhammad Kusnady Tabsir Mukhlis Mukhlis Mukhlis Mukhlis Mustafah, A. Erna Sri Wahyuningsih Mustofa, Muhamad Apep N Nurliyah Nasrullah A Nurhaeda Nurhaeda Nurhaedah Nurhaedah Nurhaedah Nurhaedah Nurliani Nurwijayanti Palinggi, Andi Fadel Paramita, Cici Patahuddin Purwoko, Agus Rahmadani A, Sofia Rahmat Fardi Asli Rahmawati Rahmawati Semaun Rahmawati, Rahmawati Rasbawati, Rasbawati Rasmeidah Rasyid Rasyid, Ilham Resky Mayasari Rufi'i Ruskiah Katang Rusydi Rusydi SAHABUDDIN SAHABUDDIN Salmia Salmia Salsabila, Unik Hanifah Saputra, Muhammad Rizaldi Sirajuddin, Siti Nurani Sitti Nurani Sirajuddin Sitti Nurani Sirajuddin Solly Aryza Sriwahyuningsih, A. Erna St. Rohani, St. Rohani Suherman Suherman, Suherman Suherman, Suherman sukmawati Suparman Suparman Syamsiar Zamzam Syamsu, Nirwada Syarif, Ilham Syawal Usman Usman Utama, A. Della Riski Wahyuningsih, Andi Erna Sri Wisdayanti Yunianti Yusrianti Yusrianti Z Zulkifli