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All Journal CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia Procedia of Social Sciences and Humanities Jurnal Teknologi dan Mutu Pangan
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The Influence of lifestyle, Class of Social, Income and Costumer Personality Character Subjective on Decision to Purchase Traditional Food from UMKM in Millenial Generation : Pengaruh Gaya Hidup, Kelas Sosial, Pendapatan dan Karakter Kepribadian Konsumen Terhadap Keputusan Pembelian Produk Makanan Tradisional UMKM pada Generasi Millenial Safira; Irianto, Heru; Handayani, Sugiharti Mulya
Procedia of Social Sciences and Humanities Vol. 3 (2022): Proceedings of the 1st SENARA 2022
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/pssh.v3i.174

Abstract

The globalization crisis experienced by society today due to the corona virus pandemic has an impact on the industrial and business sectors. This is influenced by people who are more introspective of their daily needs expenditures because they are worried about economic issues related to the recession. As a result, people's buying interest has become sluggish which has resulted in many industries, especially UMKM, which are one of the sources of Indonesia's GDP. This study focuses on knowing the purchasing decisions of traditional food products from UMKM. The method used in this research is descriptive by using survey techniques in taking the sample. The research location is in Surakarta City by determining the sample criteria purposively. The method of determining the sample using 150 samples. The sample criteria using the millennial generation are residents of the city of Surakarta aged 21-41 years. Meanwhile, the data collection method used an online questionnaire distributed through social media. The data analysis method uses SEM which is analyzed with AMOS 22 software. The results of the SEM analysis show that the goodness of fit is relatively good and can be considered to meet the model fit, namely with CMIN/Df = 1.301; TLI= 0.981; CFI= 0.989; NFI= 0.935; IFI= 0.989; RFI= 0.923 and RMSEA= 0.045; GFI = 0.938 while for AGFI it has not fulfilled. The estimation results of the model show that purchasing decisions are not influenced by lifestyle (β = 0.063; cr = 2.556), purchasing decisions are influenced by social class (β = 0.265; cr = 6.03) and consumer personality characteristics (β = 0.316; cr = 6.72) and income also affect purchasing decisions (β= 0.33; cr= 7.043). The relationship between the variables of the structural equation model of this study generally supports the results of previous studies, except for the relationship between purchasing decisions and lifestyle.
Analisis Penerimaan Konsumen Terhadap Jambu Jelly Drink dengan Penambahan Bayam Assegaf, Safira; Purnaningsih, Sri; Alasimi, Nadina
Jurnal Teknologi dan Mutu Pangan Vol 3 No 2 (2025): JTMP: Jurnal Teknologi dan Mutu Pangan
Publisher : Universitas Bumigora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30812/jtmp.v3i2.4721

Abstract

Indonesia as a tropical country has abundant availability of jambu raw materials, thus enabling the development of this product sustainably while supporting the empowerment of local farmers. By being packaged as a healthy and innovative product, jambu jelly drink can contribute to meeting the needs of the domestic and global markets with the addition of spinach, but consumer acceptance of this new product still needs to be analyzed. This study aims to analyze consumer acceptance of jambu jelly drink with added spinach. The method used in this study is the Hedonic Test which includes sensory aspects, including taste, aroma, color, and texture. A total of 30 respondents participated in the sensory evaluation using a structured questionnaire. The results showed that the average scores for taste (4.2) and texture (4.1) were very positive, indicating strong consumer preference. However, the average score for color (3.8) showed less desirable results. Inferential statistical analysis using the t-test showed significant differences between the acceptability of taste and color (p < 0.01) and aroma and color (p < 0.05), indicating that consumers prioritized taste over visual appeal. These findings highlight the potential of guava jelly beverage as a nutritious drink, while indicating the need to improve its visual attributes to increase market acceptance. This study contributes to the development of functional beverages by integrating natural ingredients, which promote health benefits and sensory enjoyment.
Strategy For Increasing The Competitiveness of Mulur Rice Product Trought SWOT Analysis (Case Study : Mulur, Sukoharjo). Safira, Safira; Purnaningsih, Sri; Alasimi, Nadina Hajar
Citizen : Jurnal Ilmiah Multidisiplin Indonesia Vol. 5 No. 1 (2025): CITIZEN: Jurnal Ilmiah Multidisiplin Indonesia
Publisher : DAS Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53866/jimi.v5i1.675

Abstract

This study, titled “Strategi Peningkatan Daya Saing Produk Beras Mulur melalui Analisis SWOT,” aims to analyze the competitive position of Beras Mulur and propose strategic measures to enhance its market competitiveness. The research employs a SWOT analysis framework, combining quantitative and qualitative approaches to evaluate internal and external factors affecting the product. Data collection methods include surveys, interviews, and documentation, with a purposive sampling of key stakeholders such as farmers, distributors, and consumers. The findings indicate that Beras Mulur possesses significant strengths, including superior quality and competitive pricing, while facing challenges such as limited product diversification and underdeveloped marketing strategies. Opportunities exist in the form of growing consumer preference for local products and the expanding digital market, though threats from imported competitors and fluctuating raw material prices persist. The research concludes that strategic initiatives, such as digital marketing, product diversification, and leveraging government support, are essential to improving the product's competitive edge. By addressing weaknesses and mitigating threats, Beras Mulur can strengthen its market position and achieve sustainable growth. This study contributes to the literature on agribusiness strategy and offers practical recommendations for local product development.
Co-Authors Alasimi, Nadina Heru Irianto Nadina Hajar Annisa Alasimi Purnaningsih, Sri Sugiharti Mulya Handayani