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All Journal AGRISAINTIFIKA Jurnal Ilmu-ilmu Pertanian Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control
Faiqoh, Nadya Kamilia
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Computer Science & IT Control & Systems Engineering Electrical & Electronics Engineering Energy Engineering Materials Science & Nanotechnology

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Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian Ayam Broiler di Pasar Modern Kota Bekasi Faiqoh, Nadya Kamilia; Soedarto, Teguh; Rizkiyah, Noor
Agrisaintifika: Jurnal Ilmu-ilmu Pertanian Vol 7 No 1 (2023): AGRISAINTIFIKA
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/ags.v7i1.3682

Abstract

Peningkatan produksi ternak ayam broiler di Kota Bekasi bersamaan dengan meningkatnya permintaan masyarakat di Kota Bekasi terhadap ayam broiler dan adanya fluktuasi yang cenderung meningkat. Fluktuasi yang semakin meningkat dapat dipengaruhi oleh faktor perilaku konsumen terhadap keputusan pembelian ayam broiler. Penelitian ini bertujuan untuk mengidentifikasi karakteristik konsumen dan menganalisis pengaruhnya perilaku konsumen terhadap keputusan pembelian ayam broiler di pasar modern di Kota Bekasi Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan menggunakan analisis data deskriptif dan structural. Model Persamaan Kuadrat Terkecil Parsial (SEM-PLS). Responden dalam penelitian ini adalah 58 dengan kriteria yang harus dipenuhi, yaitu responden merupakan konsumen terakhir produk ayam broiler di Super Indo di Bekasi dengan intensitas satu kali dalam empat bulan terakhir. Pengumpulan data dilakukan melalui penyebaran kuesioner. Pengolahan data dilakukan dengan menggunakan metode Partial Least Square (PLS). Pada penelitian ini didapatkan hasil faktor pribadi meliputi usia, pekerjaan, pendapatan, pendidikan dan gaya hidup berpengaruh signifikan dengan nilai signifikansi < 0,001. Selain itu faktor psikologis meliputi persepsi, pengalaman, dan sikap berpengaruh signifikan terhadap keputusan pembelian dengan nilai signifikansi 0,005, sedangkan variabel faktor budaya dan faktor sosial tidak berpengaruh.
Website Quality Evaluation of OKE Garden Using WebQual, Marketing Mix, and Importance-Performance Analysis Faiqoh, Nadya Kamilia; Popong Nurhayati; Heny Kuswanti Suwarsinah
Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control Vol. 11, No. 1, February 2026 (Article in Progress)
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/kinetik.v11i1.2420

Abstract

The rapid advancement of digital technologies has significantly impacted various service sectors, including the garden landscape industry. In response to this development, OKE Garden has implemented a website-based e-commerce platform aimed at improving service accessibility and operational efficiency. This study seeks to evaluate the usability and service quality of this digital platform from the user’s perspective by adopting the Technology Acceptance Model (TAM) as an analytical framework. Within this framework, Perceived Ease of Use (PEOU) is assessed using WebQual 4.0 indicators, while Perceived Usefulness (PU) is measured through the four elements of the marketing mix, namely Product, Price, Place, and Promotion. To analyze the alignment between user expectations and actual service performance, the Importance-Performance Analysis (IPA) method was utilized. Data were obtained from 57 respondents in the Greater Jakarta area (Jabodetabek), primarily first-time users who had previously interacted with the OKE Garden website. Prior to analysis, the data underwent validity and reliability testing to ensure robustness. The findings show that users rated the importance of website attributes higher than their actual performance, indicating a gap that highlights areas requiring improvement. Several key indicators were identified, including ease of navigation, clarity of information, data security, and pricing strategy, which were categorized in Quadrant I (high importance, low performance), indicating areas that require immediate attention. Overall, the results suggest that while digital technology adoption has taken place, user acceptance remains suboptimal. Therefore, a more comprehensive enhancement of usability and service quality is necessary to meet user expectations and improve overall satisfaction.
Co-Authors Heny Kuswanti Suwarsinah Noor Rizkiyah Popong Nurhayati Soedarto, Teguh