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All Journal (JUMPER) Maneggio
Handayani, Ni Wayan Ana Rahita
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Marketing Management in Agribusiness: Branding Strategies and Market Penetration Wijayanthi, Ida Ayu Trisna; Setiyarti, Tettie; Karwini, Ni Ketut; Handayani, Ni Wayan Ana Rahita
Maneggio Vol. 2 No. 2 (2025): Maneggio-Apr
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/fkxgrv24

Abstract

This study aims to analyze marketing strategies, particularly branding and market penetration, employed by agribusiness actors in Indonesia. In the context of agribusiness, branding not only serves to enhance product image but also to create an emotional connection with consumers. This research uses a qualitative approach through in-depth interviews with agribusiness entrepreneurs in the horticulture, processed food, and organic product sectors. The results show that agribusiness actors with better educational backgrounds and experience are more capable of implementing modern marketing strategies, including branding and digital marketing. However, micro and small enterprises still face challenges in adopting digital marketing technologies. This study also reveals the importance of collaboration with communities and the use of social media as effective marketing channels. These findings provide insights into the challenges and opportunities faced by agribusiness actors in building a strong brand and achieving broad market penetration.
The Impact of Service Quality and Food Quality on Customer Satisfaction and Customer Retention Karwini, Ni Ketut; Handayani, Ni Wayan Ana Rahita; Wijayanthi, Ida Ayu Trisna
Journal Management & Economics Review (JUMPER) Vol. 3 No. 10. 1 (2026): Special Issue: Call For Paper JUMPER
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i10. 1.996

Abstract

This study investigates the impact of service quality and food quality on customer satisfaction and customer retention in the restaurant industry. Drawing on a quantitative research design, data were collected from 215 restaurant customers using a structured questionnaire measured on a five-point Likert scale. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine both direct and indirect relationships among the constructs. The findings reveal that service quality and food quality significantly and positively influence customer satisfaction, with food quality demonstrating a stronger effect. Customer satisfaction was found to have a substantial positive impact on customer retention, confirming its central role in fostering long-term customer relationships. Additionally, the results indicate that customer satisfaction partially mediates the relationships between service quality and retention, as well as between food quality and retention. The model explains a considerable proportion of variance in both customer satisfaction and customer retention, suggesting strong predictive power. These findings highlight the strategic importance of delivering consistent food excellence and superior service performance to enhance customer satisfaction and ensure sustainable customer retention. The study contributes to hospitality and service marketing literature by providing an integrated empirical framework linking quality dimensions, satisfaction, and retention within the restaurant context.
Co-Authors Karwini, Ni Ketut Setiyarti, Tettie WIjayanthi, Ida Ayu Trisna