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All Journal Proceeding of International Conference Health, Science And Technology (ICOHETECH)
Sepfrian , Bimoseno
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Computer Science & IT Decision Sciences, Operations Research & Management Health Professions Industrial & Manufacturing Engineering Medicine & Pharmacology

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ANALYSIS OF KEBON SIMBAH HYDROPONIC POSITIONING IN SURAKARTA CITY Saputra , Raka Eka; Setiyani , Rahmawati; Sepfrian , Bimoseno
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2023: Proceeding of the 4th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/icohetech.v4i1.3384

Abstract

This study aims to determine the positioning of Kebon Simbah Hydroponics in Surakarta City. This study used 36 respondents who prescribed purposive sampling. The research data were analyzed using multidimensional scaling (MDS) analysis. The results showed that the direct competitors of Kebon Simbah Hydroponics were Valefarm Hydroponics and Vegetable Hydroponics 04. Kebon Simbah Hydroponics based on positioning is in second place because Kebon Simbah Hydroponics has two advantages, namely price and service to consumers. The first place is occupied by Valefarm hydroponics because there are three advantages, namely taste, product quality and product availability, the third or last position is occupied by Vegetable Hydroponics 04 because Vegetable 04 hydroponics only has one advantage, namely in product packaging.
ANALYSIS OF KEBON SIMBAH HYDROPONIC POSITIONING IN SURAKARTA CITY Saputra , Raka Eka; Setiyani , Rahmawati; Sepfrian , Bimoseno
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2023: Proceeding of the 4th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/icohetech.v4i1.3384

Abstract

This study aims to determine the positioning of Kebon Simbah Hydroponics in Surakarta City. This study used 36 respondents who prescribed purposive sampling. The research data were analyzed using multidimensional scaling (MDS) analysis. The results showed that the direct competitors of Kebon Simbah Hydroponics were Valefarm Hydroponics and Vegetable Hydroponics 04. Kebon Simbah Hydroponics based on positioning is in second place because Kebon Simbah Hydroponics has two advantages, namely price and service to consumers. The first place is occupied by Valefarm hydroponics because there are three advantages, namely taste, product quality and product availability, the third or last position is occupied by Vegetable Hydroponics 04 because Vegetable 04 hydroponics only has one advantage, namely in product packaging.
CONSUMER BEHAVIOR AND DEMAND FOR HYDROPONIC VEGETABLES AT VALE FARM HYDROPONIC Kurniawan , Shidiq; Setiyani , Rahmawati; Sepfrian , Bimoseno
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2023: Proceeding of the 4th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/icohetech.v4i1.3415

Abstract

A healthy vegetable cultivation system using hydroponic techniques is a solution to the challenges of urban farmers, as an innovation and increase in the efficiency of the agricultural industry to meet global challenges. Vale Farm Hydroponics is an agricultural business on urban land or urban farming through a hydroponic farming system that carries the farm to table business concept, where it is possible for consumers to get a variety of good quality hydroponic vegetables directly from farmers and producers. This study uses a qualitative analysis method. Research data was obtained through interviews with 30 ValeFarm Hydroponic consumers. The survey was conducted using a questionnaire containing questions about consumer behavior and demand for hydroponic vegetables. The results of the research show that consumer behavior is divided into four stages, namely the introduction stage, the evaluation stage is influenced by various factors, such as emotional factors, rational factors, and environmental factors and the post-purchase stage. The factors that affect demand are prices of other goods, consumer income and consumer predictions about the future. The research results showed that the demand for hydroponic vegetables at Vale Farm Hydroponics was 381 kg/month.
Co-Authors Kurniawan , Shidiq Saputra , Raka Eka Setiyani , Rahmawati