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All Journal Jurnal Penelitian Pendidikan IPA (JPPIPA) Indonesian Journal of Social Issues
Nia Rahmi Setiawati
Universitas Brawijaya
Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Education Materials Science & Nanotechnology Physics

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Application of The Marketing Mix Model in Consumer Behavior Analysis and Its Educational Implications: Case Study of Specialty Organic Coffee at Waroeng Kopi Kayumas Nia Rahmi Setiawati; Abdul Wahib Muhaimin; Agustina Shinta Hartati Wahyuningtyas
Jurnal Penelitian Pendidikan IPA Vol 11 No 4 (2025): April
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jppipa.v11i4.10063

Abstract

This study explores the influence of the marketing mix on consumer purchasing decisions for specialty organic coffee at Waroeng Kopi Kayumas in Situbondo Regency. It also examines how consumer attitudes and purchase intentions mediate this relationship. Using an accidental sampling method, data were collected from visitors at the café. The results indicate that while the marketing mix does not directly affect purchase decisions significantly, it has a strong and significant impact on consumer attitudes and purchase intentions. In turn, both these factors significantly influence purchasing decisions. Furthermore, the marketing mix indirectly affects purchase decisions through its influence on attitudes and intentions. These findings contribute to a deeper understanding of consumer behaviour, particularly in niche markets like organic products. They also offer practical and educational value providing a model that can be applied in teaching consumer decision-making, marketing strategies, and sustainability practices in agribusiness and entrepreneurship education
Supply Chain Identification of Indonesian Specialty Coffee: A Case Study of Kayumas Coffee Using the FSCN Framework Aisya Risanda Rahmadyahningrum; Nia Rahmi Setiawati
Indonesian Journal of Social Issues Vol. 1 No. 2 (2026): April, Social Media Addiction and the Decline of Face-to-Face Interaction Among
Publisher : CV. Scholar Edukasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66052/ijosim.v2i1.279

Abstract

Downstream policy formulation in Indonesia’s specialty coffee sector remains constrained by fragmented data systems that fail to integrate production, processing, and market dimensions, particularly for smallholder-based supply chains. This study aims to identify and analyze the supply chain configuration of Kayumas specialty coffee from Situbondo, East Java, using Vorst’s Food Supply Chain Networks (FSCN) framework. A qualitative case study design was applied, with data collected through in-depth interviews using snowball sampling involving farmers, farmer group leaders, roastery owners, distributors, café owners, and consumers. Secondary data were obtained from documents and literature to support triangulation. Data were analyzed thematically across four FSCN dimensions: supply chain structure, management, resources, and business processes. The findings indicate that the Kayumas coffee supply chain is characterized by a smallholder-driven, trust-based governance structure operating through a hybrid push–pull system. While farmer groups play a central coordinating role in post-harvest processing and market access, the chain remains constrained by limited capital, weak digital infrastructure, informal contracting, and fragmented information flows. These constraints limit scalability, traceability, and performance measurement, thereby weakening adaptive downstream policy design. This study concludes that strengthening data integration, formal coordination mechanisms, and digital traceability systems is essential to enhance value creation, investment consistency, and smallholder participation in Indonesia’s specialty coffee economy. The findings provide empirical evidence to support more coherent, data-driven downstream policy formulation and supply chain development strategies. 
Co-Authors Abdul Wahib Muhaimin Agustina Shinta Hartati Wahyuningtyas Aisya Risanda Rahmadyahningrum