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Value Creation Acceptance, Price Tolerance, and Local Wisdom-Based Conservation Knowledge as Determinants of Repurchase Intention: A Study on the Coffee Industry in Indonesia Carolina, Deasy
Journal Research of Social Science, Economics, and Management Vol. 5 No. 4 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i4.1181

Abstract

The background of this research originates from the phenomenon of Indonesian coffee market dynamics, characterized by increasing price instability and performance fluctuations due to climate change and sustainability challenges. In this context, the level of consumer tolerance for brand performance is one of the important factors in maintaining consumer loyalty and market stability. This study aims to analyze the relationship between the co-creation process, tolerance to brand performance, and conservation knowledge based on local wisdom as a moderating variable. This study uses an explanatory quantitative approach, with a population of 3,178 social media followers from local coffee brands that apply conservation principles based on local wisdom. The number of respondents successfully collected was 358, with the characteristics of a majority of men (193 respondents), aged 29–43 years (millennial generation), and from Central Java (190 respondents). Data were collected through an online questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to test the relationships between variables. The results of the analysis show that the acceptance of value creation has a positive effect on price tolerance. Furthermore, conservation knowledge based on local wisdom has been shown to positively moderate the relationship between performance tolerance and repurchase intention. This research makes an important contribution to the development of the theory of equal value creation in the context of sustainable marketing, especially by integrating the conservation aspect of local wisdom as a cultural factor that can strengthen the relationship between consumers and brands.
Optimalisasi budidaya kopi excelsa di Dusun Cukil berbasis pelatihan pemangkasan dan pengelolaan pohon peneduh Chernovita, Hanna Prillysca; Murdono, Djoko; Carolina, Deasy; Maria, Evi; Dewi, Sumiati Arta; Tarika, Laurencia Cristine; Julianto, Adhitya; Safitri, Nofa
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 9, No 6 (2025): November (In Progress)
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v9i6.34277

Abstract

AbstrakDusun Cukil, Kecamatan Tengaran, Kabupaten Semarang merupakan sentra budidaya kopi excelsa atau kopi nongko yang memiliki potensi rasa khas namun menghadapi kendala pada pemangkasan dan pengelolaan pohon peneduh. Pemangkasan yang kurang tepat menyebabkan tajuk tanaman terlalu tinggi, banyak cabang tidak produktif, serta intensitas cahaya kurang optimal akibat naungan berlebih. Kegiatan pengabdian ini bertujuan untuk meningkatkan pengetahuan dan keterampilan petani dalam pemangkasan dan pengelolaan pohon peneduh guna mengoptimalkan pertumbuhan, kesehatan, dan produktivitas kebun kopi. Mitra kegiatan ini adalah Kelompok Tani Kembang, yang beranggotakan 21 petani kopi excelsa. Metode pelaksanaan meliputi penyuluhan teknis mengenai klasifikasi cabang, teknik pemangkasan bentuk, produksi, dan peremajaan, serta pengaturan naungan pohon peneduh dari jenis leguminosae. Kegiatan dilanjutkan dengan praktik lapangan menggunakan alat bantu gunting galah untuk menjangkau cabang tinggi, dan pendampingan selama enam hari (26-31 Juli 2025) di kebun kopi petani. Hasil kegiatan menunjukkan peningkatan pengetahuan peserta sebesar 80% berdasarkan perbandingan pre-test dan post-test. Secara teknis, 85% tanaman pascapelatihan memiliki tajuk sesuai standar, dengan tinggi 1,5-2,0m, proporsi cabang produktif minimal 70%, dan tajuk seimbang serta tingkat naungan 40-60%. Kegiatan ini direkomendasikan untuk direplikasi pada kelompok tani kopi di wilayah dengan kondisi agroklimat serupa guna meningkatkan mutu dan daya saing kopi. Kata kunci: kopi excelsa; pemangkasan; pohon peneduh, pelatihan; Dusun Cukil AbstractDusun Cukil, Tengaran Sub-district, Semarang Regency, is a production center for excelsa coffee, locally known as kopi nongko, which has distinctive flavor potential but faces challenges in pruning and shade tree management. Improper pruning has resulted in excessively tall canopies, numerous unproductive branches, and suboptimal light penetration due to excessive shade. This community service program aimed to enhance farmers’ knowledge and skills in pruning and managing shade trees to optimize the growth, health, and productivity of coffee plantations. The program’s partner was the Kelompok Tani Kembang, consisting of 21 excelsa coffee farmers. The implementation method included technical training on branch classification, formative, production, and rejuvenation pruning techniques, as well as shade management using leguminous species. The program continued with field practice, where participants used pole pruners to reach tall branches, followed by a six-day mentoring period (July 26- 31, 2025) on farmers’ coffee plots. The results showed an 80% increase in participants’ knowledge, as evidenced by pre-test and post-test comparisons. Technically, 85% of post-training coffee trees met the recommended canopy standards, height of 1.5-2.0m, at least 70% productive branches, balanced canopy shape, and optimal shade coverage of 40-60%. This training program is recommended for replication among coffee farmer groups in regions with similiar agroclimatic conditions to improve the quality and competitiveness of excelsa coffee. Keywords: excelsa coffee; pruning; shade tree management; training; Dusun Cukil