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All Journal JURNAL AGRICA Agridev Journal : Agribusiness Digitalization & Community Development
Al-amro, Imroatu Haiyin
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences Veterinary

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Analisis Perilaku Konsumen dan Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Sayur organaik Institut Pertanian Bogor di Pasaran Modern Kota Bogor Al-amro, Imroatu Haiyin; Setiadi, Agus; Roessali, Wiludjeng
JURNAL AGRICA Vol. 18 No. 1 (2025): JURNAL AGRICA
Publisher : Universitas Medan Area

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Abstract

Organic agriculture in Indonesia had significant growth in 2022, the area of organic agriculture is 261,400 Ha. One of the units of businesses that develop organic vegetables in the Bogor is a Badan Pengelola Bisnis dan Wakaf Institut Pertanian Bogor (BP Biswaf IPB). This trend in healthy lifestyle provides an opportunity for organic vegetable entrepreneurs, Although the challenges in marketing are getting tighter because of the number of competitors. Consumers are now more intelligent and  more selective before making a purchase decision is influenced by knowledge, confidence, and motivation for organic products. The study aims to analyze consumer behavior and the marketing effect on the purchase of organic vegetables at the Institut Pertanian Bogor in the modern market city of Bogor. The method of study used is a survey of data collected through questionnaires distributed to 210 responders and using a scale Likert. Data analysis is carried out using multivariate structural equation modeling (SEM) to know the relationship between the psychological factor variables composed of motivation, Perception, The marketing and marketing approaches that make up the product, Price, Location, Promotion, People, physical means and process with the purchase decision. Results of research show that motivation and perception have a positive and significant influence on purchasing decisions and Products, Location, Promotion, People, and Process also has a positive and significant influence on the decision to purchase organic vegetables. There are three variables, physical means, and prices do not affect the purchase decision. This finding provides insight for entrepreneurs in designing more effective marketing strategies to increase organic vegetable sales in the modern market.This research is expected to contribute to the development of sustainable marketing policies for organic products as well as raise public awareness of the importance of.
Analysis of Organic Rice Supply Chain in Al-Barokah Farmers Association, Semarang District Barki, Khotimatul; Dhita , Sylvia Gara; Nurohmiasih, Nia; Al-Amro, Imroatu Haiyin; Fimbriata, Fitrizka Acha
AgriDev Vol. 4 No. 1 (2025)
Publisher : LPPM Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33830/Agridev.v4i1.11781.2025

Abstract

Indonesia’s agriculture sector significantly contributes to national economic development, accounting for 13.28% of GDP in 2021. Rising demand for chemical free food has accelerated the growth of organic farming, particularly in organic rice cultivation; however, adoption remains limited. This study used a mixed methods approach on the Al-Barokah Farmers Association in Semarang, complemented by quantitative data from 100 respondents selected via purposive and snowball sampling, to examine challenges in market access, capital availability, and resource limitations. The Food Supply Chain Network (FSCN) model was used to analyze six key elements: supply chain targets, structure, management, resources, business processes, and performance. Results indicate that organic rice is distributed through five marketing channels, with the farmer’s share exceeding 50% across all channels, reaching up to 100% in some cases. The cooperative effectively maintains an efficient and interconnected supply chain, stabilizing prices and supporting export activities. The study recommends improving communication, optimizing marketing channel participation, and accurately calculating production costs to sustain the cooperative’s organic rice supply chain.
Co-Authors Agus Setiadi Barki, Khotimatul Dhita , Sylvia Gara Fimbriata, Fitrizka Acha Nurohmiasih, Nia Roessali, Wiludjeng