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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis
Maharani, Nindya Kintan
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Agriculture, Biological Sciences & Forestry

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Pengaruh Bauran Pemasaran Terhadap Minat Beli Melalui Sikap pada Anggota Potensial Community Supported Agriculture Seni Tani, Kota Bandung Maharani, Nindya Kintan; Sadeli, Agriani Hermita
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.v11i2.18126

Abstract

Seni Tani is the first urban agriculture social enterprise in Bandung City that adopts the Community Supported Agriculture (CSA) system, connecting consumers with farmers directly. Although there is an increasing trend in the amount of vegetable consumption in Bandung City in 2019-2023, the number of consumers who subscribe to the Seni Tani CSA program is still relatively low. However, when viewed from the number of Seni Tani Instagram followers, it is very high to become a potential members of CSA Seni Tani. This study aims to analyze the influence of 7P’s marketing mix on purchase intention through attitudes in potential members of CSA Seni Tani. This research used a quantitative research design with a questionnaire survey approach. This study used a sample of 100 people obtained through convenience sampling. The data analysis technique used in this study is a path analysis test using the SPSS version 25 program. The results of this study indicate that the marketing mix strategy is proven to have a positive and significant influence on purchase intention through attitudes of potential members. Attitude has a positive and significant direct influence on purchase intention, while the marketing mix does not have a direct influence on purchase intention, but through the mediating variable in the form of attitude.
Persepsi Anggota Potensial terhadap Bauran Pemasaran 7P CSA Tani Sauyunan Sadeli, Agriani Hermita; Maharani, Nindya Kintan; Agustiar, Gilang; Alwasilah, Mentari Qorina
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 12, No 1 (2026): Januari 2026
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v12i1.22210

Abstract

The transformation of the food system towards sustainability is crucial in the face of the climate crisis, environmental degradation, and social inequality. One approach that promotes sustainable food consumption is Community Supported Agriculture (CSA). This study aims to analyze the influence of the marketing mix on the purchase intention of potential members of CSA Tani Sauyunan, a social urban farming program by Seni Tani in Bandung. Despite the increase in organic product consumption, the number of active CSA consumers remains relatively low. This research uses a quantitative approach through a survey questionnaire targeting Instagram followers of Seni Tani who have never been CSA members. The research instrument employs a 7-point Likert scale to measure perceptions of the seven elements of the marketing mix and purchase intention. The results indicate that the product, process, and physical evidence elements received positive evaluations, reflecting CSA's service quality. However, perceptions of the price element remain low, indicating a mismatch between the value received and the price set. The regression analysis shows that the overall marketing mix affects purchase intention. Therefore, the improvement of the marketing mix 7P strategy is needed to increase purchase intention.
Co-Authors Agriani Hermita Sadeli Agustiar, Gilang Alwasilah, Mentari Qorina