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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Tarjih: Agribusiness Development Journal
Gabryaldo, Igods
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science Social Sciences

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The Correlation between Marketing Factors and the Marketing Effectiveness of Student Products Gabryaldo, Igods; Diansari, Pipi; Putri, Ariella Ramadhani; Imelda, Andi; Syastiawan, Andi; Syamsi, Zulfikar
Tarjih : Agribusiness Development Journal Vol. 5 No. 01 (2025): VOLUME 05, NOMOR 01, JUNI 2025
Publisher : Program Studi Agribisnis Universitas Muhammadiyah Sinjai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47030/tadj.v5i01.933

Abstract

Marketing is one of the main pillars in the business world that determines the success of a product or service in the market. This study aims to analyze the relationship between marketing frequency, understanding of marketing concepts, implementation of marketing strategies, and digital marketing knowledge with the marketing effectiveness of student products. The research was conducted at the D4 Agribusiness Food Study Program, Hasanuddin University. The sample was selected using a purposive sampling technique, targeting students who had participated in marketing-based practical courses. The sample size for this study consisted of 63 students from the D4 Agribusiness Food Study Program. Data were collected through the distribution of questionnaires to the students who served as research respondents. The data obtained from the questionnaire distribution were analyzed using both quantitative and qualitative approaches. The quantitative approach was used to test the relationship between the independent variables—marketing frequency, understanding of marketing concepts, marketing strategies, and digital marketing knowledge—and the dependent variable, marketing effectiveness, using Spearman Rank correlation analysis. Meanwhile, the qualitative approach was used to describe the quantitative findings. The results of this study conclude that the understanding of marketing concepts has a significant and the strongest correlation with the effectiveness of student product marketing, compared to marketing strategies and digital marketing knowledge. In contrast, marketing frequency does not show a significant relationship with marketing effectiveness. These findings imply that study programs should place greater focus on strengthening students’ understanding of marketing concepts in courses related to product marketing.
Efisiensi Pemasaran Kopi Arabika di Kabupaten Tana Toraja Gabryaldo, Igods; Darma, Rahim; Mahyuddin, Mahyuddin
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 11, No 2 (2025): Juli 2025
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v11i2.18497

Abstract

Most of the raw Arabica coffee in Tana Toraja Regency is marketed in the form of Horn Skin (HS) coffee. This study aims to analyze the marketing efficiency of raw Arabica coffee in Tana Toraja Regency. The research was conducted in Mengkendek and Gandangbatu Sillanan Districts using a snowball sampling method, while sample selection was carried out through purposive sampling. The samples in this study consisted of coffee processing industries, namely the Autonomous Business Unit (UUO) of Agribusiness Toraja and Gandangbatu Coffee, as well as marketing institutions involved in the distribution of raw Arabica coffee to these industries. Data were collected through surveys and analyzed using both qualitative and quantitative approaches, applying the Structure-Conduct-Performance (S-C-P) model as the analytical framework. The results indicate that the most efficient marketing system for raw Arabica coffee is the marketing system for cherry coffee. Although the market structure in this system tends to be monopsonistic, farmers still maintain strong bargaining power. This is due to the limited number of farmers who can sell cherry coffee, as it requires a high-quality standard. As a result, farmers receive higher prices. Additionally, farmers do not incur marketing costs, making the marketing margin and profit margin ratio in the cherry coffee marketing system equal to zero.
Co-Authors Diansari, Pipi Imelda, Andi Mahyuddin Mahyuddin Putri, Ariella Ramadhani Rahim Darma Syamsi, Zulfikar Syastiawan, Andi