Garuda - Garba Rujukan Digital

Analysis Of Lempuyang Commodity Marketing Channels In Sukoharjo Regency Risma Gayatri, Rahajeng; Setiyani, Rahmawati; Sepfrian, Bimoseno
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2024: Proceeding of the 5th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/icohetech.v5i1.4220

The agricultural sector in Indonesia includes various subsectors, one of which is medicinal plants. Sukoharjo Regency is one of the areas in Central Java Province that has high potential for cultivating medicinal plants, one of which is lempuyang. Lempuyang is used by some farmers and the community by selling it directly to consumers or processing it into processed products. Lempuyang cultivation has quite promising value, however obstacles in farming are also experienced by lempuyang farmers in Sukoharjo Regency, namely the relatively low income of farmers. This research aims to determine the marketing channels for lempuyang commodities in Sukoharjo Regency. This research uses descriptive analysis methods. Sampling of farmers used a probability sampling system and sample determination was carried out using the proportional sampling method using Lemeshow calculations with the results of 96 respondents. Sampling of producers, traders and consumers uses a purposive method with certain criteria. Based on research that has been carried out, it can be seen that there are four marketing channels for lempuyang in Sukoharjo Regency, namely channels I: Farmers-Traders-Consumers, channels II: Farmers-Collectors¬-Traders-Consumers, channels III: Farmers-Collectors¬-Semi-finished materials industry- Traders-Consumers, and channels IV: Farmers-Collectors¬-Fixed materials industry-Traders-Consumers. It is hoped that this research will enable farmers to achieve marketing efficiency and find out which channels provide the highest profits.

Analisis Tipe Perilaku Konsumen dalam Pembelian Salad Buah: Analisis Tipe Perilaku Konsumen dalam Pembelian Salad Buah Setiyani, Rahmawati; Sepfrian, Bimoseno
Journal Science Innovation and Technology (SINTECH) Vol. 5 No. 2 (2025): SINTECH JURNAL BULAN MEI 2025
Publisher : Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/sintech.v5i2.5010

Indonesia is known as an agrarian country rich in biological resources, particularly in agriculture. One of Indonesia's natural riches is its wide variety of fruits. Fruits can be consumed directly or processed into various products. Currently, there has been a shift in consumer preferences toward imported fruits. In today’s digital era, consumer behavior has become increasingly dynamic due to the ease of access to vast and rapid information, making consumers more critical in comparing and considering products before making a purchase. Fruit salad has become one alternative to increase the consumption of local fruits in a more appealing way. The diversity of the population influences consumer behavior in purchasing fruit salad. The purpose of this study is to analyze the types of consumer behavior in purchasing fruit salad. The research used a descriptive-analytical method. A structured questionnaire was designed to identify consumer behavior types in buying fruit salad. The study was conducted in the city of Surakarta with a sample of 30 respondents. The results showed that the characteristics of fruit salad consumers are predominantly female, aged between 20 and 39 years, with a university-level education, working as private employees, and earning a monthly income of over IDR 3,000,000. The frequency of fruit salad consumption is mostly once a month, with consumption sizes ranging from 200 ml to 500 ml. Consumers enjoy the taste of fruit salad, thus the taste dimension is considered very pleasant. Consumers also pay attention to the packaging, which is seen as very attractive, and they prefer fruit salads with a variety of fruit fillings

Penyuluhan Strategi Pemasaran Digital Agrowisata di Desa Tengklik Kecamatan Tawangmangu Kabupaten Karanganyar Setiyani, Rahmawati; Purwanto, Eko; Rahmadhani, Istining
Mestaka: Jurnal Pengabdian Kepada Masyarakat Vol. 4 No. 2 (2025): April 2025
Publisher : Pakis Journal Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58184/mestaka.v4i2.630

Tengklik Village is located in Tawangmangu District, Karanganyar Regency. Tengklik Village has a natural landscape in the form of highlands and cold temperatures so that it is suitable for rice fields, plantations and livestock. With this typology, Tengklik Village has the potential for community-based agrotourism. The partner in this community service activity is Tengklik Village. The methods used in this community service activity are (1) discussion of identifying problems faced by partner, (2) counseling on digital marketing strategies for Tengklik Village agrotourism, and (3) evaluation of the implementation of community service activity. Based on the results of the discussion on identifying problem faced by partner, namely the potential for Tengklik Village agrotourism is not been managed properly so that tourist visits are still low. The purpose of this community service activity is to conduct counseling on digital marketing strategies for Tengklik Village agrotourism. Digital marketing strategies for Tengklik Village agrotourism that can be applied include utilizing social media accounts, preparing content in the form of posters, photos, and videos related to agrotourism, and collaborating with influencers who can help promote agrotourism. The results of the evaluation of the community service activity showed that participants were enthusiastic in following each stage of the activity. The implementation of this community service activity is expected to provide new experiences for partner and increase insight that can support the progress of Tengklik Village and improve community welfare.

ANALYSIS OF CONSUMER CHARACTERISTICS IN ONLINE FRUIT AND VEGETABLE PURCHASES IN THE DIGITAL ERA Setiyani, Rahmawati; Waluyo, Sugeng Edi; Putra, Rajendra Agidya
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2025: Proceeding of the 6th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/bdk5ek06

The digital era provides various conveniences for society. Technological developments have touched various fields including the business sector and become an important part of business sustainability. One of the strategic steps taken by business actors is to conduct online sales. The agricultural sector is one sector that has been significantly impacted by technological advances. Fruit and vegetable products are one type of product offered through online shops. The purpose of this study is to determine the characteristics of consumers who purchase fruit and vegetable products online. The results of the analysis of consumer characteristics in purchasing fruit and vegetables online in the digital era are dominated by female consumers by gender as much as 63%. Consumers in purchasing fruit and vegetable products online by age are dominated by 20 to 30 years old as much as 53%. Consumers in purchasing fruit and vegetable products online are dominated by high school education levels as much as 57%. Consumers in purchasing fruit and vegetable products online by type of work vary, with a dominance of housewives, students and others as much as 49%. The characteristics of consumers in purchasing fruit and vegetable products online based on monthly income from the research results are dominated by those with incomes of less than Rp. 1,000,000,-. as much as 34%.

BRANDING STRATEGY TO INCREASE HYDROPONIC MELON SALES REVENUE AT ARH FARM 2 Ani, Rindi; Setiyani, Rahmawati; Waluyo, Sugeng Edi
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2025: Proceeding of the 6th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/twd36p03

Branding is an important part of increasing competitiveness and business income, including in modern agricultural sectors like hydroponic watermelon farming. ARH FARM 2, as a small and medium-sized agrotourism business that picks watermelons, needs the right branding strategy to reach a wider market. This study uses a descriptive method and T-score analysis with three indicators: brand identity, promotion, and brand image, viewed from both consumer and producer perspectives. The T-score results from consumers are 14.17 (brand identity), 14.80 (promotion), and 17.14 (brand image), while from producers they are 16.04, 12.00, and 18.20. These results show that strengthening brand image and brand identity should be a priority, while promotion needs to be improved. The right branding strategy is expected to help ARH FARM 2 increase its income sustainably.

EVALUATION OF AGRIBUSINESS MANAGEMENT IN RED TILAPIA FISH CULTIVATION (CASE STUDY IN THE NGUDI MAKMUR NGARGOREJO ASSOCIATION) Purwani, Dian Septi; Setiyani, Rahmawati; Sepfrian, Bimoseno
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2025: Proceeding of the 6th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/agarx431

Evaluation of Agribusiness Management in Red Tilapia fish Cultivation (Case Study in the Ngudi Makmur Ngargorejo Association) aims to increase production yields and increase income in red tilapia cultivation. This association has only been running for approximately 2 years since mid-2023. The current obstacle experienced by the Ngudi Makmur Ngargorejo Association is that the marketing process is carried out individually and almost all of them do not use standard bookkeeping records. This study aims to determine the marketing efficiency carried out in red tilapia cultivation in the Ngudi Makmur Ngargorejo Association. The analysis method study is marketing method margin analysis with several calculations. There is two channels in marketing: marketing channel level zero besides that the first-level marketing channel. Conclusion results marketing margin the analysis can be shown from the two marketing channels carried out by red tilapia cultivators in the Ngudi Makmur Ngargorejo Association, the zero-level channel is more efficient, namely direct farmer sales to consumers. Therefore, red tilapia production using KJA can be continued and its marketing channels can be developed

EVALUATION OF DIGITAL MARKETING EFFECTIVENESS TO IMPROVING SALES PERFORMANCE AT PT MUTIARA BENIH NUSANTARA Sari, Intan Lukita; Setiyani, Rahmawati; Rahyunanto, Setyo
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2025: Proceeding of the 6th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/n6qqdg22

This study aims to analyze the factors that influence digital marketing of PT Mutiara Benih Nusantara, determine the level of effectiveness of Shopee and TikTok ecommerce, and analyze the most effective e-commerce platform. The variables analyzed in this study are Shopee and TikTok. Shopee and TikTok were chosen because both are platforms that have the same marketing strategy, but sales data shows a difference in the total number of product orders sold on both platforms. The analysis method used is multiple linear regression analysis, normality test, ttest by using primary data on PT Mutiara Benih Nusantara product sales and distributing questionnaires to the relevant employees. The results of the study indicate that the factors that influence the effectiveness of digital marketing on Shopee and TikTok PT Mutiara Benih Nusantara are features and content. Shopee and TikTok have the same statistical significance in improving PT Mutiara Benih Nusantara's sales performance. The e-commerce platform that is quite effective is TikTok e-commerce. These findings emphasize the importance of selecting a digital marketing strategy. However, these aspects were not analyzed further in this study because the focus of the study was directed at evaluating the effectiveness of using the Shopee and TikTok Shop platforms as digital marketing tools

The Impact of the Greenhouse Education Program on Strengthening Aranding agrocomplex at PT. Natural Nusantara Sari, Devi Linda; Setiyani, Rahmawati; Rahyunanto, Setyo
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2025: Proceeding of the 6th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/mwwzpg58

Study This aims to analyze implementation of educational programs House glass at PT. Natural Nusantara as an effort improvement understanding and skills power Work at a time strengthening product branding strategy agrocomplex . Educational program House glass is one of the innovation company in introduce technology modern, environmentally friendly agriculture environment , and empowered competitive method? the research used is descriptive quantitative with techniques data collection through distribution questionnaire to 20 respondents consisting of from employee House glass , staff , and energy technical company . The data obtained analyzed use percentage to find out the extent to which the program has been implemented in a way effective . Research results show that implementation of educational programs House glass has going well , marked by involvement? active participants , suitability material with needs , and its contribution to improvement knowledge and understanding participant to technology House glass . Thus , the implementation of the education program House glass No only impact on increasing capacity source Power humans , but also an important strategy in product branding strengthening PT. Natural Nusantara agrocomplex .

Analysis of Fruit Consumer Satisfaction in an Online Purchasing System Using an E-commerce Platform: A Naive Bayes Approach Sari, Ayu Kumala; Anggrasari, Herdiana; Setiyani, Rahmawati
West Science Interdisciplinary Studies Vol. 2 No. 03 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i03.690

E-commerce platforms have now developed into fresh agricultural products, one of which is fruit. Purchasing online means customers cannot choose their own products like in offline stores. Therefore, the aim of this research is to identify the attributes that consumers often talk about and analyze consumer satisfaction with fruit on e-commerce platforms. Data analysis in this research was carried out using descriptive statistical methods and the Naïve Bayes approach. Data was taken from the Tokopedia platform with a total of 316 reviews using random sampling. The research results show that the attributes most frequently reviewed by consumers are service attributes (49%) and product attributes (44%), while the price attribute is reviewed the least (7%). Attributes related to product, price and service were assessed as having negative performance overall because nine of the twelve attributes analyzed indicated consumer dissatisfaction. Seller reviews are very important for business continuity so that sellers can improve their services and pay more attention to product quality so that the reviews appear positive. Research using the naive Bayes approach to determine customer satisfaction sentiment towards fruit products has not been widely carried out so the results of this research can complement previous studies.

Analysis of Fruit Consumer Satisfaction in an Online Purchasing System Using an E-commerce Platform: A Naive Bayes Approach Sari, Ayu Kumala; Anggrasari, Herdiana; Setiyani, Rahmawati
West Science Interdisciplinary Studies Vol. 2 No. 03 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i03.690

E-commerce platforms have now developed into fresh agricultural products, one of which is fruit. Purchasing online means customers cannot choose their own products like in offline stores. Therefore, the aim of this research is to identify the attributes that consumers often talk about and analyze consumer satisfaction with fruit on e-commerce platforms. Data analysis in this research was carried out using descriptive statistical methods and the Naïve Bayes approach. Data was taken from the Tokopedia platform with a total of 316 reviews using random sampling. The research results show that the attributes most frequently reviewed by consumers are service attributes (49%) and product attributes (44%), while the price attribute is reviewed the least (7%). Attributes related to product, price and service were assessed as having negative performance overall because nine of the twelve attributes analyzed indicated consumer dissatisfaction. Seller reviews are very important for business continuity so that sellers can improve their services and pay more attention to product quality so that the reviews appear positive. Research using the naive Bayes approach to determine customer satisfaction sentiment towards fruit products has not been widely carried out so the results of this research can complement previous studies.

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