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Pengaruh Sikap, Motivasi Dan Gaya Hidup Konsumen Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Mediasi (Studi Kasus Pada “Teh Kota” Di Kabupaten Bojonegoro) Nurhayati, Yetti Kartika; Agustina Shinta Hartati Wahyuningtyas; Riyanti Isaskar
Jurnal Ekonomi Pertanian dan Agribisnis Vol. 9 No. 1 (2025)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

Saat ini kuliner menjadi bidang usaha yang banyak diminati, karena pada dasarnya makan dan minum merupakan salah satu kebutuhan pokok manusia. Salah satu usaha yang banyak diminati di kota Bojonegoro adalah es teh. Kreativitas para pelaku usaha dalam menghasilkan varian rasa dan kemasan yang menarik menggugah minat konsumen untuk membeli. Munculnya usaha-usaha baru dengan produk yang sama seperti, Teh Desa, Teh Point, Teh Kota Nusantara, Teh Bestie, Teh Malika, Teh Teras Kota, Teh cap Gajah di Bojonegoro membuat persaingan diantara pebisnis harus terus melakukan inovasi agar dapat bersaing dipasaran. Untuk dapat mempertahankan dan meningkatkan volume penjualan salah satu usaha yang harus dilakukan oleh penjual adalah dengan memahami perilaku pembelian masyarakat (dilihat dari sikap, motivasi dan gaya hidup konsumen) yang mempengaruhi keputusan pembelian, maka perusahaan harus mengadakan perbaikan dan peningkatan dibidang pemasaran yang berorientasi pada konsumen. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah konsumen produk “Teh Kota” di  Kabupaten Bojonegoro dengan jumlah sampel 82 responden. Analisis penelitian ini menggunakan SEM-PLS. Dari hasil analisis penelitian ini dapat diketahui bahwa variabel sikap, gaya hidup dan minat konsumen berpengaruh secara positif dan signifikan terhadap keputusan pembelian. Sedangkan pada variabel motivasi konsumen tidak berpengaruh secara signifikan terhadap keputusan pembelian. Untuk variabel sikap, motivasi dan gaya hidup konsumen berpengaruh signifikan terhadap minat beli. Selanjutnya pada variabel sikap dan motivasi tidak berhasil dimediasi oleh minat konsumen terhadap keputusan pembelian. Namun minat konsumen berhasil memediasi gaya hidup konsumen terhadap keputusan pembelian.
Analysis of Urban Farming Success Determinants Rafitri Novitasari; Agustina Shinta Hartati Wahyuningtyas; Heptari Elita Dewi; Riyanti Isaskar
SOCA: Jurnal Sosial Ekonomi Pertanian Vol 19 No 1 (2025)
Publisher : Program Studi Agribisnis, Fakultas Pertanian, Universitas Udayana Jalan PB.Sudirman Denpasar, Bali, Indonesia. Telp: (0361) 223544 Email: soca@unud.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/SOCA.2025.v19.i01.p05

Abstract

Malang City experiences an increase in population every year, which has led to a reduction in agricultural land. In addition, the population continues to grow due to the arrival of newcomers and students from outside the city. Despite having a high population, there is still unused agricultural land that has not been optimally utilized. These areas have transitioned to urban farming by using the land to produce healthy vegetables. This study aims to analyze the factors influencing interest in agriculture, such as knowledge, attitude, and perception. A quantitative approach was used in this research, employing purposive sampling techniques, including interviews and documentation. The total sample size in this study was 70 respondents. Data processing was conducted using descriptive statistical analysis and SEM-PLS. The results of the study indicate that knowledge and attitude toward urban agriculture do not have a significant effect on people’s interest in farming in urban areas. However, perception of urban agriculture has a positive influence on interest, as the community recognizes its economic, social, and environmental benefits.
Dampak Pembangunan Infrastruktur Pertanian terhadapKesejahteraan Rumah Tangga Petani Padi di Malang (The Impact of Agricultural Infrastructure Development on The Welfareof Rice Farming Household in Malang) Ramadhani, Desi; Suhartini, Suhartini; Tri Wahyu Nugroho; Abdul Wahib Muhaimin; Agustina Shinta Hartati Wahyuningtyas
JURNAL PANGAN Vol. 34 No. 1 (2025): PANGAN
Publisher : Perum BULOG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33964/jp.v34i1.859

Abstract

         Pemerintah menginvestasikan dana besar dalam pembangunan infrastruktur guna meningkatkan kesejahteraan petani di daerah pedesaan yang rentan terhadap kemiskinan. Infrastruktur pertanian, seperti jalan, irigasi, dan fasilitas penyimpanan, memainkan peran penting dalam meningkatkan pendapatan dan menurunkan pengeluaran rumah tangga petani. Namun, dampak pembangunan infrastruktur tidak merata di seluruh kelompok pendapatan. Penelitian ini bertujuan untuk menganalisis dampak infrastruktur terhadap kesejahteraan rumah tangga petani dengan menggunakan metode Unconditional Quantile Regression (UQR) di Desa Gondowangi, Kecamatan Wagir, Kabupaten Malang, dengan 100 responden yang dipilih secara acak. Hasil penelitian menunjukkan bahwa infrastruktur memiliki dampak positif dan signifikan terhadap pendapatan petani di semua kuantil. Rumah tangga dengan pendapatan tinggi (kuantil ke-80) merasakan dampak yang lebih besar, terutama dalam bentuk peningkatan akses ke pasar dan pengurangan biaya transportasi. Sebaliknya, dampak terhadap pengeluaran lebih signifikan pada rumah tangga berpendapatan rendah (kuantil ke-20), mencerminkan peningkatan akses terhadap kebutuhan dasar. Temuan ini menegaskan pentingnya pendekatan yang heterogen dalam pembangunan infrastruktur. Kebijakan yang memprioritaskan akses ke pasar dan fasilitas dasar akan memberikan manfaat yang lebih besar bagi petani berpendapatan rendah serta meningkatkan ketahanan ekonomi desa. Hal ini sangat penting dalam mengurangi ketimpangan dan mendukung pembangunan berkelanjutan di pedesaan.             The government has made substantial investments in infrastructure to enhance the welfare of farmers in rural areas, which remain vulnerable to poverty. Agricultural infrastructure, including roads, irrigation systems, and storage facilities, is crucial in improving farmers’ household income and expenditure. However, the impact of infrastructure development is not evenly distributed across different income groups. This study aimed to analyze the effect of agricultural infrastructure on the welfare of rural farming households using the Unconditional Quantile Regression (UQR) method. The research was conducted in Gondowangi Village, Wagir District, Malang, involving 100 randomly selected respondents. The findings revealed that agricultural infrastructure positively and significantly influences household income across all income quantiles. Households with higher incomes (80th quantile) benefited more from infrastructure, primarily through improved market access and reduced transportation costs. Conversely, the effect on household expenditure was more pronounced among lower-income households (20th quantile), reflecting improved access to basic needs. These results highlight the importance of a heterogeneous approach in agricultural infrastructure development. Policies prioritizing better access to markets, transportation, and essential services can significantly benefit low-income farming households while enhancing rural economic resilience. This approach is crucial for reducing inequality and fostering sustainable rural development.
STRATEGI SUSTAINABLE MARKETING MIX DAN GREEN ATTITUDE TERHADAP CUSTOMER LOYALTY ECO-FRIENDLY COFFEE SHOPS Andini, Kianita Putri; Dwi Retno Andriani; Agustina Shinta Hartati Wahyuningtyas
Jurnal Ekonomi Pertanian dan Agribisnis Vol. 10 No. 1 (2026)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

Environmental issues are one of the focuses of business and consumer issues. Thus, companies need to implement sustainability aspects to increase consumer loyalty through sustainable marketing strategies (Eirene, 2024). Consumers also need to build a green attitude to care more about environmental sustainability through the consumption of green products. The application of sustainable marketing applies to coffee shop businesses due to increasing demand and high competition in increasingly competitive coffee shops in Indonesia. Eco-friendly coffee shop MSMEs experience obstacles in implementing sustainable marketing due to limited resources, greater effort and costs, high price competitiveness, and many customer complaints. This study aims to analyze the influence of sustainable marketing mix strategies directly and indirectly through the mediation of brand image, green brand awareness, and customer satisfaction on customer loyalty and the influence of green attitudes on customer loyalty of eco-friendly coffee shops. This study was conducted in UMKM eco-friendly coffee shops through a quantitative approach and a non-probability sampling method through convenience sampling on 205 respondents. The data analysis method used PLS-SEM analysis with WarPLS 8.0 software. The results of this study indicate that a sustainable marketing mix and green attitude have a direct positive effect on customer loyalty. However, a sustainable marketing mix does not have an indirect effect through mediation on customer loyalty to eco-friendly coffee shops. Thus, eco-friendly coffee shops can optimize the implementation of sustainable marketing strategies that can improve brand image and green brand awareness and then affect customer satisfaction and loyalty as well as the sustainability of eco-friendly coffee shops in the long term and innovate product attributes to increase loyalty through the influence of high consumer green attitudes so that they can meet consumer needs.
FAKTOR – FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION PRODUK BERAS PORANG DI KOTA TANGERANG SELATAN Arsyi, Baginda; Agustina Shinta Hartati Wahyuningtyas; Suhartini
Jurnal Ekonomi Pertanian dan Agribisnis Vol. 10 No. 1 (2026)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

Changes in the consumption patterns of modern society show an increasing interest in healthier foods. Consumers are becoming increasingly selective in determining the foods they will consume. One product that is being widely discussed is porang rice. Porang rice is believed to have lower calorie and glucose content with higher fiber content compared to rice, making it good for diabetics or those on a diet program.  This study aims to determine the determinants that influence the intention to buy porang rice products in South Tangerang City using a theoretical framework based on the extended theory of planned behavior (TPB) model. This research uses a quantitative approach with the structural equation model-partial least square (SEM-PLS) analysis method with SmartPLS 4.0 software. The method of determining the sample in this study using non-probability sampling techniques with purposive sampling method with a total research sample of 100 respondents. The results showed that the variables of product knowledge and awareness of health had a positive and significant effect on attitudes towards porang rice, but product knowledge had a positive but insignificant effect on purchase intention. variables of awareness of health, subjective norms, perceived behavioral control and attitudes towards porang rice had a positive and significant effect.