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ANALISIS PENGUATAN MEREK DALAM MEMBENTUK EKUITAS MEREK PADA MINUMAN SARI BUAH BB (Studi Kasus: Mahasiswa (end user) di Fakultas Sains dan Teknologi) Resti Lusan Nugrahaini; Nunuk Adiarni; Mudatsir Najamuddin
AGRIBUSINESS JOURNAL Vol 8, No 2 (2014): AGRIBUSINESS JOURNAL
Publisher : Departement of Agribusiness Faculty of Science and Technology

Tujuan penelitian ini yaitu: (1) Menganalisis respon konsumen terhadap karakter dari merek BB, (2) Menganalisisrespon konsumen terhadap penguatan bagi merek BB, (3) Menganalisis tingkat ekuitas merek BB bagi konsumen. Penelitian dilakukan pada mahasiswa (end user) di Fakultas Sains dan Teknologi dari bulan Mei-September 2014. Menggunakan dua jenis penelitian, yaitu penelitian kualitatif dan kuantitatif. Terdapat dua unit analisis data pada penelitian yaitu informan dan responden. Teknik pengambilan sampel yang digunakan adalah teknik non probability sampling dengan pendekatan purposive. Calon responden harus memiliki kriteria tertentu, yaitu responden yang dipilih merupakan konsumen minuman sari buah. Penentuan sampel pada penelitian ini menggunakan rumus Rao. Kesimpulan yang diperoleh yaitu: (1) Responden merespon positif karakter merek yang melekat pada BB. Karakter dari BB terdapat pada identitas merek yang melekat pada merek tersebut. Karakter tersebut dapat direspon oleh responden sebagai karakter dari merek BB, (2) Penguatan merek terhadap BB direspon dengan positif oleh responden. Pengutan merek BB dilakukan dengan memberikan tiga hal, yaitu Customer Value, manfaat fungsional dan manfaat emosional, (3) BB berhasil mencapai tingkatan top of mind bagi 53% responden. Merek tersebut banyak dipikirkan dan dicari oleh responden saat mereka membutuhkan sebuah minuman sari buah dalam kemasan. Sedangkan saran yang dapat diberikan penulis adalah: (1) Penelitian selanjutnya diharapkan dapat menambah jumlah sampel penelitian sehingga dapat diperoleh hasil penelitian dengan tingkat generalisasi yang lebih tinggi, menambah cakupan wilayah pengambilan sampe, dan melengkapi dengan wawancara langsung kepada responden untuk memperoleh data yang lebih berkualitas, (2) Perlunya penguatan merek berkelanjutan untuk menanamkan pengetahuan konsumen atas merek.

SEGMENTASI PASAR KONSUMEN MAKANAN DI JAKARTA, INDONESIA DENGAN PENDEKATAN FOODRELATED LIFESTYLE Chandra Cipta Ishano; Nunuk Adiarni; Mudatsir Najamuddin
AGRIBUSINESS JOURNAL Vol 10, No 2 (2016): AGRIBUSINESS JOURNAL
Publisher : Syarif Hidayatullah State Islamic University Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/aj.v10i1.9228

Saat ini, kebutuhan dan keinginan konsumen semakin beragam. Halinidisebabkan, antara lain, oleh faktor gaya hidup konsumen yang berbeda-beda.Oleh karena itu, pemasar perlu melakukan pengelompokan konsumen atau yangdisebut dengan segmentasi pasar. Segmentasi pasar adalah aktifitas untuk melihatpasar yang heterogen untuk mengelompokan menjadi pasar-pasar homogen yanglebih kecil, agar dapat membentuk preferensi produk dengan kebutuhan segmenpasar yang signifikan. Alat segmentasi konvensional, seperti segmentasidemografik, kurang efektif dalam memprediksi konsumen karena apa yang seringdisebut fragmentasi pasar. Variabel demografik tidak cukup untuk dapat mengenalkonsumen karenapemasar perlu mengetahui gaya hidup konsumen. Konsepsegmentasi gaya hidup sebagai turunan dari kelompok segmentasi psikografikmulai berkembang pada tahun 70an. Analisis gaya hidup konsumen telah menjadialat yang sangat populer dalam penelitian di bidang pemasaran. Tahun 1993,muncul konsep gaya hidup baru yang berhubungan dengan produk untuk suatupencapaian nilai dengan sistem kategori kognitif deduktif yang dikembangkanoleh Brunsø, Grunert, dan Bisp dari Market-Based Productand ProcessDevelopment in Danish (MAPP) research group di Arhuss School ofBusiness.Mereka mengaplikasikannya pada makanan dengan mengembangkan pendekatanfood-related lifestyle (FRL) yang difokuskan sebagai konsep pendekatan gayahidup untuk mengeksplorasi segmen pasar yang berhubungandengan makanansecara general.

Pengelolaan Media Sosial pada Usaha XYZ Nuraini Arifianti; Nunuk Adiarni
AGRIBUSINESS JOURNAL Vol 13, No 2 (2019): AGRIBUSINESS JOURNAL
Publisher : Syarif Hidayatullah State Islamic University Jakarta

The social media is currently not only used for social friendship but also for business purpose.The people use line, whatshapp, instagram and facebook. Related to business goals, the content is made possible by availability of the applications to convey marketing messages to customers. This requires creative message and content creators, which work in team with decision maker and administrator. However, it’s need to continuously manage it. This study was aimed to find out how the management of social media in XYZ businesses using descriptive qualitative. Instagram management implemented by XYZ starts from setting target customers to the content evaluation process. However, it has not comprehensively been managed unless it responds to negative comments from followers. The results of the study prove that using the social media such as Instagram in marketing requires management by planning, organizing and decision making process for creative content and followed by an evaluation and handling follower responses.

Analisis Risiko Rantai Pasok Daging Sapi di Masa Pandemi Covid 19 Studi Kasus: DKI Jakarta Zulmaneri Zulmaneri; Afdha Yulistia; Nunuk Adiarni
Sharia Agribusiness Journal Vol 1, No 1 (2021)
Publisher : Program Studi Agribisnis UIN Syarif Hidayatullah Jakarta

As a commodity for fulfilling community nutrition, beef should be guaranteed continuous availability to meet the needs of consumers in the DKI Jaya area which is recorded as the highest absorbent of beef in Indonesia. The Procurement of beef is supplied in the form of livestock and imported carcasses by meeting the requirements. This function is carried out by Dharma Jaya regional company that specializes in the beef supply industry. Since January 2019, DKI Jakarta is recorded as the epicenter of the spread of pandemic Covid-19. This study objectives are (1) to identify the risks that can occur in the conditions of the Covid-19 pandemic in each business process chain (2) to analyze the mapping risk by using a risk matrix chart and (3) providing suggestions for priority risk mitigation actions that can be done. The results showed a delay in supply due to large-scale social restrictions, low implementation of sanitation and hygiene, physical distancing and lack of discipline in the use of personal equipment. In Risk mapping was located in quadrants 1 and 2 with mitigation by supervising every business process chain, giving training and improving sanitation and hygiene. Keywords: Risk, Pareto diagram, Risk Matrix Chart, Risk Mitigation ABSTRAK Sebagai komoditas pemenuhan gizi masyarakat, daging sapi perlu dijamin ketersediaannya secara terus menerus untuk memenuhi kebutuhan konsumen di wilayah DKI Jaya yang tercatat sebagai penyerap daging sapi tertinggi di Indonesia. Pengadaan daging sapi dipasok dalam bentuk ternak dan karkas impor dengan memenuhi persyaratan. Fungsi ini dijalankan oleh perusahaan daerah Dharma Jaya yang bergerak di bidang industri penyediaan daging sapi. Sejak Januari 2019, DKI Jakarta tercatat sebagai episentrum penyebaran pandemi Covid-19. Tujuan penelitian ini adalah (1) mengidentifikasi risiko yang dapat terjadi pada kondisi pandemi Covid-19 di setiap rantai proses bisnis (2) menganalisis pemetaan risiko dengan menggunakan diagram matriks risiko dan (3) memberikan saran prioritas tindakan mitigasi risiko yang bisa dilakukan. Hasil penelitian menunjukkan keterlambatan pasokan karena pembatasan sosial skala besar, penerapan sanitasi dan higiene yang rendah, jarak fisik dan kurangnya disiplin dalam penggunaan peralatan pribadi. Pada Risk mapping terletak pada kuadran 1 dan 2 dengan mitigasi dengan mengawasi setiap rantai proses bisnis, memberikan pelatihan dan peningkatan sanitasi dan hygiene. Kata Kunci : Risiko, Diagram Pareto, Diagram Matriks Risiko, Mitigasi Risiko

RISK ANALYSIS OF PD. DHARMA JAYA BEEF SUPPLY IN THE CONDITIONS OF THE COVID-19 PANDEMIC Zulmanery Manir; Nunuk Adiarni; Afdha Yulistia
AGRIBUSINESS JOURNAL Vol 15, No 2 (2021): AGRIBUSINESS JOURNAL
Publisher : Syarif Hidayatullah State Islamic University Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/aj.v15i2.28206

This research is backgrounded by the level of public consumption of beef continuing to increase which is characterized by the continued increase in public demand. DKI Jakarta is the largest consumer of beef supplied by PD. Dharma Jaya. The covid-19 pandemic that made Jakarta the epicenter of the spread of the virus had a significant impact on the company and became a threat to the availability of beef in DKI Jakarta Province. Based on these problems, this study aims to identify the risks that occur in the conditions of the Covid-19 pandemic in each business process chain. Analyze the priority level of risk handling in the conditions of the Covid-19 pandemic in each business process chain using the Pareto Diagram. Analyze risk mapping using the risk matrix chart. Provide suggestions for priority risk mitigation actions that can be carried out.The results of this study are known that the risks identified are the risk of delay in the arrival of beef cattle, the increase in the price of imported meat raw materials, damage or deterioration in the quality of meat during transportation and reception, sanitation, and hygiene are not implemented properly, handling of imported beef and distribution, equipment is not sterilized after use, there are no sanitation and disinfection efforts, no application physical distancing, there are no screening efforts on workers before slaughtering, workers are not orderly using PPE by health protocols, demand for meat has decreased, and sales targets are not achieved. The results of the risk mapping show that priority risks are in quadrants I and II.The conclusions of this study show that there are 51 risks identified, including priority risks that could occur during the Covid-19 pandemic. The actions that need to be carried out in by the quadrant map are the management and control of risks. Risk mitigation that needs to be done in supervision and monitoring.

PENERAPAN METODE BUSINESS MODEL CANVAS DAN PETA EMPATI PADA USAHA MIKRO KECIL DAN MENENGAH (UMKM) KEBAB DURIAN UCOK Yogha Ardwiansyah; Achmad Tjahya Nugraha; Nunuk Adiarni
Niagawan Vol 12, No 2 (2023): NIAGAWAN VOL 12 NO 2 Juli 2023
Publisher : Fakultas Ekonomi Universitas Negeri Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24114/niaga.v12i2.46470

The research explores the development of a business model for UMKM Kebab Durian Ucok using business model canvas analysis, empathy maps, and gap analysis. As an MSME, Kebab Durian Ucok plays an important role in the national economy. Understanding the business model, customer needs, and identifying performance gaps is critical to Kebab Durian Ucok's continued growth and competitiveness.The study begins by providing an overview of the challenges faced by Kebab Durian Ucok as MSMEs in the food industry and emphasizing the importance of strategic planning in business. This study provides an overview and relevance of business model canvas analysis, empathy maps, and gap analysis of business competition.The research framework begins with digging up internal information related to the initial description of the strategy and business model that will produce a value proposition, then an analysis of customer insights with an empathy map is carried out to obtain information from the external side that will produce a customer value proposition, from these results a gap analysis is carried out. The gap is then used as material for evaluating the improvement of the strategy using the new business model canvas.The results obtained are in the form of nine block elements of the UMKM Kebab Durian Ucok canvas business model, the needs and desires of customers consisting of product taste, price suitability, product variety, fresh durian content, texture, and service, as well as the gap between the value proposition and the customer's value proposition. The gap is in the aspects of product attractiveness, information reach, price suitability, and service. The recommended business model strategy is the addition of value proposition, key activities, channels, and key partners element blocks.

Pengaruh Media Sosial Instragram terhadap Kesadaran Merek Studi Kasus: Produk SMM Amalia Hikmayanti; Nunuk Adiarni
Sharia Agribusiness Journal Vol 3, No 2 (2023)
Publisher : Program Studi Agribisnis UIN Syarif Hidayatullah Jakarta

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

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

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

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

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

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

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