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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Industria: Jurnal Teknologi dan Manajemen Agroindustri Sharia Agribusiness Journal
Nunuk Adiarni, Nunuk
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Industrial & Manufacturing Engineering Materials Science & Nanotechnology Medicine & Pharmacology Transportation Other

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PENGARUH KESADARAN MEREK, ELECTRONIC WORD OF MOUTH DAN SALURAN PEMASARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN BUAH-BUAHAN MELALUI E-GROCERY Amalia, Vinka Riski; Adiarni, Nunuk; Aminudin, Iwan
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 9, No 2 (2023): Juli 2023
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v9i2.10796

Abstract

Had been carried out regarding influence of brand awareness, electronic word of mouth and digital marketing funnel on buying decision of fruits through e-grocery. Respondents were determined using the sample method. The sample size was 100 people taken from an unknown population of fruit buyers through e-grocery. Descriptive tabulation and SEM analysis of the PLS approach are used to determine the effect of brand awareness, electronic Word of Mouth (eWOM) and digital marketing funnel on consumer behavior, on purchasing decisions and on fruit purchase decisions based on e-grocery consumer behavior variables. The results showed that (1) electronic word of mouth and digital marketing channels have a real and significant effect on consumer behavior. Brand awareness has significant effect on consumer behavior, (2) electronic word of mouth, digital marketing channels and consumer behavior have significant effect on purchasing decisions and (3) electronic word of mouth and digital marketing channels have significant effect on purchasing decisions based on consumer behavior variables. Brand awareness has no real and significant effect on purchasing decisions based on consumer behavior variables.
Pengaruh Konsep Produk, Budaya Konsumsi, dan Keluarga Terhadap Perilaku Konsumen Mengkonsumsi Produk Kebab (Studi Kasus: Kebab Turki XXX) Dwicahyo, Adhi Tejo; Adiarni, Nunuk; Najamuddin, Mudatsir
Industria: Jurnal Teknologi dan Manajemen Agroindustri Vol 6, No 1 (2017)
Publisher : Department of Agro-industrial Technology, University of Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (990.83 KB) | DOI: 10.21776/ub.industria.2017.006.01.2

Abstract

AbstrakPerilaku merupakan aspek penting cermin kehidupan manusia, terwujud salah satunya pada perilaku konsumen. Studi tentang perilaku konsumen terkait individu, kelompok, organisasi dan proses, adalah memilih, mengamankan, menggunakan, dan membuang produk, jasa, pengalaman, untuk memuaskan kebutuhan serta faktor yang mempengaruhi manusia mengkonsumsi produk. Penelitian bertujuan mengukur dan menentukan pengaruh pemasaran dan lingkungan sosial budaya terhadap perilaku konsumsi makanan Kebab yang bukan menjadi makanan khas Indonesia. Metode penelitian menggunakan SEM (Structural Equation Modelling) dengan pendekatan PLS (Partial Least Square) yang merupakan penggabungan analisis faktor, analisis jalur, dan analisis regresi. Berdasarkan hasil penelitian,  dari tiga variabel (konsep produk, budaya konsumsi, dan keluarga), terdapat pengaruh kuat dari keluarga dalam mempengaruhi perilaku konsumen mengkonsumsi kebab, diikuti pengaruh budaya konsumsi, tetapi tidak terdapat pengaruh dari konsep produk.Kata Kunci: budaya konsumsi, keluarga , konsep produk, SEM AbstractBehavior is one of the important aspect as reflection of human’s life and applicable in many aspects, such as knowing consumer behavior. Study of consumer behavior in individual, groups, organization and the process of consuming could be used to select, secure, use, and dispose of products, services, experiences, to satisfy needs and factors for influencing people to consume products. This study aims to measure and determine the influence of marketing and social culture environment on consumption behavior of the kebab product. The method of analysis used Structural Equation Modelling (SEM) with Partial Least Square(PLS) approach focus on the following three variables; product concept, cultural consumption and family. The result found  that  family was the strong factor in consuming kebab product, followed by cultural consumption, and not for products concept.Keywords : consumption culture, family, product concept , SEM 
Pengaruh Media Sosial Instragram terhadap Kesadaran Merek Studi Kasus: Produk SMM Hikmayanti, Amalia; Adiarni, Nunuk
Sharia Agribusiness Journal Vol. 3 No. 2 (2023)
Publisher : Department of Agribusiness, Faculty of Science and Technology, UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/saj.v3i2.36068

Abstract

The Instagram is known as the popular network for socialization compare to others such as Facebook, Google+, Twitter, LinkedIn and in the fourth position most frequently used in Indonesia with 38 Million active users. Instagram has interesting features such as followers, photo uploading effects, photo titles, labels, hashtags, geotagging, comments, direct massages, likes and even IG live. For such reason, Instagram is used for marketing activities to inform, build brand awareness, and empowering brand. In addition, the branding is the whole activity to create a superior brand refers to the brand value, the product benefits, and embedded the brand into the minds of consumers through consumer Brand Awareness. The operationalization of Instagram social media coverages context, communication, collaboration and connection (4C). This research aims to determine influence of 4 C on brand awareness of products, using Multivariate MANOVA Methodology and managing Instagram.The results show a significant influence of 4 C on brand awareness with context having a significant influence on top of mind, communication related to recognition, collaboration and connection have a positive influence on brand recall. In managing the Instagram in SMM product embodied with involvement of content and message creators; decision maker for optimization, evaluating by evaluator and organize by administrator.Keyword:  Instagram Management; Brand Awareness; Context; Communication; collaboration; Connection  ABSTRAK Instagram dikenal sebagai jaringan sosialisasi yang populer dibandingkan dengan Facebook, Google+, Twitter, LinkedIn dan berada di posisi keempat paling sering digunakan di Indonesia dengan 38 Juta pengguna aktif. Instagram mempunyai fitur-fitur menarik seperti follower, efek upload foto, judul foto, label, hashtag, geotagging, komentar, direct message, like bahkan IG live. Oleh karena itu, Instagram digunakan untuk kegiatan pemasaran untuk menginformasikan, membangun kesadaran merek, dan memberdayakan merek. Selain itu, branding merupakan keseluruhan aktivitas untuk menciptakan merek yang unggul mengacu pada nilai merek, manfaat produk, dan menanamkan merek ke dalam benak konsumen melalui Kesadaran Merek konsumen. Operasionalisasi media sosial Instagram mencakup konteks, komunikasi, kolaborasi, dan koneksi (4C). Penelitian ini bertujuan untuk mengetahui pengaruh 4 C terhadap kesadaran merek produk, menggunakan Metodologi MANOVA Multivariat dan pengelolaan Instagram.Hasil penelitian menunjukkan adanya pengaruh signifikan 4 C terhadap kesadaran merek dengan konteks mempunyai pengaruh signifikan terhadap top of mind, komunikasi terkait pengenalan, kolaborasi dan koneksi mempunyai pengaruh positif terhadap ingatan merek. Dalam pengelolaan Instagram pada produk SMM diwujudkan dengan keterlibatan pembuat konten dan pesan; pengambil keputusan untuk optimalisasi, evaluasi oleh evaluator dan pengorganisasian oleh administrator. Kata Kunci:  Manajemen Instagram; Kesadaran Merek; Konteks; Komunikasi; Kolaborasi; Koneksi
Co-Authors Adhi Tejo Dwicahyo, Adhi Tejo Amalia, Vinka Riski Aminudin, Iwan Hikmayanti, Amalia Mudatsir Najamuddin, Mudatsir