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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis JURNAL AGRIBISAINS Seminar Nasional Lahan Suboptimal Jurnal Ilmiah Management Agribisnis (Jimanggis) Jurnal Agribis Indonesian Marketing Journal Tropical Plantation Journal Jurnal Mahasiswa Agribisnis Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis Sriwijaya Journal of Agribusiness and Biometrics in Agriculture Research Jurnal Pengabdian Masyarakat Indonesia (JPMI)
Merna Ayu Sulastri
Universitas Sriwijaya
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Persepsi Mahasiswa terhadap Keputusan Pembelian Buah di Pasar Lokal dan Supermarket di Kecamatan Indralaya : Students' Perception of Fruit Purchase Decisions at Local Markets and Supermarkets in Indralaya District Kiara Margaretha Purba; Amanda; Syahda Athallah Doris; Muhammad Huanza; Merna Ayu Sulastri
Indonesian Marketing Journal Vol. 6, No. 1, April 2026
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to examine consumer perceptions, particularly among students in Indralaya District, regarding fruit purchasing decisions at local markets and supermarkets. These perceptions were measured using six main variables: price, quality, service, location, packaging, and psychological factors. This study employed a quantitative descriptive method with a non-probability purposive sampling technique, where respondents were selected based on the criteria of students living in Indralaya District. Data were obtained by completing an online Google Form using a 5-point Likert scale. The sample size for this study was 70 people, consisting of students who purchased fruit at local markets, supermarkets, or those who chose both according to their circumstances. The results showed that local markets were more frequently chosen due to lower prices, easier access, and flexibility in shopping. Meanwhile, some students chose supermarkets due to the more consistent fruit quality, more organized fruit displays, and more convenient service. Packaging factors were more influential for students who purchased fruit at supermarkets, while psychological factors such as habits and friend recommendations were more visible among students who purchased fruit at local markets.  Overall, each variable has a different influence on purchasing decisions, and student preferences tend to be influenced by situations, needs, and considerations of quality and ease of access. Abstrak Bahasa Indonesia: Penelitian ini bertujuan untuk mengkaji persepsi konsumen, khususnya mahasiswa di Kecamatan Indralaya, terhadap keputusan membeli buah di pasar lokal dan supermarket. Persepsi tersebut diukur menggunakan enam variabel utama, yaitu harga, kualitas, pelayanan, lokasi, kemasan, dan faktor psikologi. Penelitian ini menggunakan metode deskriptif kuantitatif dengan teknik non-probability sampling jenis purposive sampling, yaitu responden dipilih berdasarkan kriteria mahasiswa yang tinggal di Kecamatan Indralaya. Data diperoleh melalui pengisian Google Form secara online dengan skala Likert 5 poin. Jumlah sampel dalam penelitian ini sebanyak 70 orang, terdiri dari mahasiswa yang membeli buah di pasar lokal, di supermarket, maupun yang memilih keduanya sesuai kondisi. Hasil penelitian menunjukkan bahwa pasar lokal lebih banyak dipilih karena harga yang lebih murah, lokasi yang lebih mudah dijangkau, serta fleksibilitas dalam berbelanja. Sementara itu, sebagian mahasiswa memilih supermarket karena kualitas buah yang lebih stabil, tampilan buah yang lebih tertata, dan pelayanan yang lebih nyaman. Faktor kemasan lebih memengaruhi mahasiswa yang membeli buah di supermarket, sedangkan faktor psikologis seperti kebiasaan dan rekomendasi teman lebih terlihat pada mahasiswa yang membeli buah di pasar lokal. Secara keseluruhan, setiap variabel memberikan pengaruh yang berbeda terhadap keputusan pembelian, dan preferensi mahasiswa cenderung dipengaruhi oleh situasi, kebutuhan, serta pertimbangan kualitas dan kemudahan akses.
Strategic Roles of Agricultural Extension Agents and Information Technology Utilization in Rice Farmer Group Development in Teluk Kecapi Village, Ogan Ilir, Indonesia Eka Mulyana; Yulia Sari; Merna Ayu Sulastri; Alisyiah Futri
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 12, No 2 (2026): Juli 2026
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v12i2.24405

Abstract

Digital transformation in the agricultural sector has accelerated the shift toward more adaptive and technology-based agricultural extension systems. Agricultural extension workers play a strategic role in supporting farmer group development through educational, facilitative, motivational, and institutional strengthening functions. This study aimed to analyze the role of agricultural extension workers, the utilization of information technology, extension competency, and their relationship with the development of rice farmer groups in Teluk Kecapi Village, Pemulutan District, Ogan Ilir Regency, South Sumatra, Indonesia. The study employed a survey method using Simple Random Sampling techniques involving members of rice farmer groups. Data were collected through structured interviews and questionnaires and analyzed using Likert Scale analysis and Spearman Rank Correlation. The findings revealed that the roles of agricultural extension workers, information technology utilization, extension competency, and farmer group development were categorized as high. Extension workers were perceived as actively facilitating agricultural information dissemination, digital communication, institutional strengthening, and farmer capacity development. The results further indicated that the roles of extension workers, digital platforms, digital content, personal attributes, and extension knowledge had positive and significant relationships with farmer group development. The study highlights that the integration of extension competency and digital technology utilization constitutes a critical factor in promoting more effective, adaptive, and sustainable farmer group development.
Co-Authors Alisyah Futri Alisyiah Futri Amanda Damayanthy, D. Dessy Adriani DESSY ADRIANI Dian Amalina Eka Mulyana Erni Purbiyanti, Erni Etika Fuji Lestari Hutabarat, Indri Marsella Jerry Antonio Khairul Fahmi Purba Kiara Margaretha Purba M. Andri Zuliansyah M. Huanza Maryadi Maryadi Maryadi Mirza Antoni Muhammad Muhammad Andri Zuliansyah Muhammad Huanza Novitasari, S. Nurilla Elysa Putri Purbiyanti, E. Putri, Rani Revina Revina Putri , Rani Rika Miliana Septiani, D. Serly Novitasari Setiabudi, A. Sihombing, Andi Maikel Syahda Athallah Doris Trisna Wahyu Swasdiningrum Putri Utan Sahiro Ritonga Wahyuni, R. Wardani, Azqia Yulia Sari Yunita Yunita