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All Journal Jurnal Penelitian Pendidikan IPA (JPPIPA) Manajemen Agribisnis: Jurnal Agribisnis Formosa Journal of Multidisciplinary Research (FJMR)
Putra, Demmy Filsafa Ratna
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Materials Science & Nanotechnology Physics Social Sciences

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The Effects of Product Quality and Brand Image on Purchasing Decisions (Case Study: Kaliombo Coffee Shop) Putra, Demmy Filsafa Ratna; Khusniyah, Khusniyah; Mardatilla, Indana
Manajemen Agribisnis: Jurnal Agribisnis Vol 24 No 2 (2024): Manajemen Agribisnis: Jurnal Agribisnis
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/agribisnis.v24i2.5431

Abstract

Coffee is Indonesia's mainstay agricultural commodity and an export earner in addition to palm oil. National coffee production in aggregate increased from 2017-2022 by 5.31%. This is in line with the increase in coffee consumption in Indonesia which grew by around 8.22% per year from 2017-2022.The location of the research was conducted at Kaliombo Coffee Shop, City District, Kediri City. Respondents Kaliombo Coffee Shop at least have made purchases 2 times. Data collection methods with 2 types of data, namely primary data and secondary data. Primary data obtained with questionnaire tools distributed to research respondents at Kaliombo Coffee Shop and using multiple linear regression analysis. Based on the output above, R Square is 0.611, this means that the variables X1 (product quality) and X2 (brand image) simultaneously affect variable Y (purchase decision) by 61.1% and the remaining 29.9% is influenced by other factors. This emphasizes that product quality and brand image are critical to consumer purchasing decisions and offers practical implications for businesses in the coffee industry. The rigorous research methodology and clear presentation of the outcome of the study enhance its relevance academically and practically, making it a valuable contribution to understanding consumer behavior and making strategic decisions in a competitive market.
Analisis Daya Saing Porang di Pasar Global (Studi Kasus: Kecamatan Saradan, Kabupaten Madiun) Putra, Demmy Filsafa Ratna; Kumalasari, Dwi Apriyanti; Trisulo, Trisulo
Manajemen Agribisnis: Jurnal Agribisnis Vol 25 No 2 (2025): Manajemen Agribisnis: Jurnal Agribisnis
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/agribisnis.v25i2.7682

Abstract

Abstract Porang is a tuber commodity that has a high selling value in the global market so that many farmers do farming in Indonesia. One of the porang centers in Indonesia is Saradan District, Madiun Regency. The main challenge that porang farmers complain about is the volatility of output prices due to the closure of the Indonesian porang export market by China. The reason is that the quality of porang in Indonesia is not worth trading in the global market. In addition, farmers also face problems with financing, especially in terms of purchasing bulbils (seeds). In order to assist farmers in overcoming these challenges. The objectives of the study are 1) to determine the comparative advantage and competitive advantage of porang in Saradan District, Madiun Regency and 2) to determine whether there arechanges in input-output prices on the comparative advantage and competitive advantage of porang in Saradan District, Madiun Regency. The approachused is Policy Analysis Matrix. The results of the above analysis can be concluded that the competitive advantage and comparative advantage of porang are very good, this is because the value of KP and KPE is less than 1.
Willingness to Pay Analysis of Sekar Arum Organic Rice Products (Case Study of Gapoktan Damarwulan Ungkal Jaya: Kediri Regency) Putra, Demmy Filsafa Ratna
Formosa Journal of Multidisciplinary Research Vol. 3 No. 10 (2024): October 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v3i10.11647

Abstract

The growing trend of healthy lifestyles around the world is driving an increase in demand for organic products, including rice, which is one of the staple foods. In Indonesia, the majority of farmers still grow rice conventionally, producing non-organic rice. However, the increase in organic rice farming land in Madiun City has not been matched by an effective marketing system or special pricing rules. This study uses a quantitative approach with the contingent valuation method and logistic regression analysis to measure consumers' willingness to pay more for organic rice. The results show that 93% of respondents are willing to pay more, with an average willingness to pay of IDR 23,310, an increase of 16.55% from the initial price. The most influential variable is access to organic rice.
Enhancing Market Reach through Branding and Digital Marketing: The Case of Organic Rice in Kediri Regency Putra, Demmy Filsafa Ratna; Priambodo, Novi Dwi; Nurani, Nuansa Bening Cahaya
Jurnal Penelitian Pendidikan IPA Vol 11 No 11 (2025): November
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jppipa.v11i11.12841

Abstract

This study aims to analyze how brand identity and digital marketing capabilities expand market reach and increase the competitiveness of organic rice in Kediri Regency through brand awareness and image. The study uses a mixed-method explanatory sequential design: a survey of 100 consumers was analyzed using SEM-PLS to test the relationships between constructs, followed by in-depth interviews with business actors that were processed in a SWOT analysis. The measurement model meets the criteria of validity and reliability, while the structural model shows that brand identity significantly increases brand awareness, which in turn strengthens image and competitiveness. Digital marketing capabilities have a direct effect on competitiveness as well as an indirect effect through increased brand awareness and image, particularly through the use of social media, marketplaces, and direct-to-consumer channels. The SWOT results emphasize the importance of strengthening the narrative of identity and product origin, standardizing packaging and digital content, ensuring quality and certification, and managing advertising costs and price-packaging structures. It is concluded that the integration of branding and digital marketing strategies is key to expanding the market reach and sustaining the competitiveness of Kediri organic rice
Co-Authors Dwi Apriyanti Kumalasari Khusniyah, Khusniyah Mardatilla, Indana Nurani, Nuansa Bening Cahaya Priambodo, Novi Dwi Trisulo Trisulo