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INDONESIA
JURNAL AGRICA
Published by Universitas Medan Area
ISSN : 19798164     EISSN : 2541593x     DOI : -
Core Subject : Agriculture,
Agriculture, Biological Sciences & Forestry
AGRICA Journal of Agribusiness Agriculture which aims to container for researchers in the field of agribusiness agriculture to publish the results of research. Coverage of AGRICA includes agricultural economics, agricultural policy, marketing and banking, agribusiness entrepreneurship. AGRICA Journal of Agricultural Agribusiness is published by Magister Agribisnis Universitas Medan Area, Indonesia.
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Articles 413 Documents
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Alternatif Strategi Pengembangan Agribisnis Tanaman Gambir Di Desa Toman Kecamatan Babat Toman Kabupaten Musi Banyuasin: Alternatif Strategi Pengembangan Agribisnis Tanaman Gambir Ariyantini, Meri; Wildayana, Elisa; Antoni, Mirza; Adriani, Dessy
JURNAL AGRICA Vol. 18 No. 1 (2025): JURNAL AGRICA
Publisher : Universitas Medan Area

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Abstract

Gambier is the leading commodity of Musi Banyuasin Regency and the only regency in South Sumatra Province that actively cultivates and processes the gambier commodity. This study aimed to formulate alternative strategies for developing gambier agribusiness. This research was conducted in Toman Village, Babat Toman District, Musi Banyuasin Regency, South Sumatra Province. The research site was selected using a purposive sampling method. This study employed a survey approach involving eleven respondents, comprising experts, gambier farmers, and members of the general public in Toman Village. The data collected were analyzed qualitatively using a SWOT analysis framework. The results of the SWOT analysis indicate that the primary strategy for developing the gambier agribusiness falls within the first quadrant, representing the Strengths-Opportunities (SO) strategy. This strategy focuses on leveraging existing strengths to capitalize on and optimize available opportunities. The proposed actions include maximizing the application of cultivation technologies in gambier farming, expanding agro-industrial activities to enhance value-added processing, strengthening institutional support for gambier farmers, and promoting increased domestic consumption of gambier products. Through the implementation of this strategy, the main problem of gambier agribussiness in Toman Village, namely the low quality and limited inovation of gambier products, can be effectively addressed.
Partisipasi dan Kepuasan Petani Terhadap Pendamping Program Peremajaan Sawit Rakyat (PSR) di Kabupaten Bangka Tengah Apriadi, Demsi; Agustina, Fournita; Evahelda
JURNAL AGRICA Vol. 18 No. 1 (2025): JURNAL AGRICA
Publisher : Universitas Medan Area

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Abstract

One of the important factors that determines the success of PSR activities is farmer participation, without farmer participation, PSR activities will not be successful, because the role of farmers is as the main actor in the agricultural development program. In addition, the task of the assistant in this PSR can be used as evaluation material for farmer satisfaction in the performance of the assistant for the smallholder oil palm rejuvenation program, as well as to find out what factors or attributes must be improved for the assistance of the Central Bangka PSR program in an effort to improve the quality of service to oil palm farmers. The purpose of this study is to analyze the Level of Participation and Farmer Satisfaction with the Assistants for the Smallholder Oil Palm Rejuvenation Program (PSR) in Central Bangka Regency. This research was carried out in 10 Gapoktan spread across Central Bangka Regency from January to February 2024. The sample of this study was oil palm farmers who were members of the Gapoktan institution and had implemented the Smallholder Oil Palm Rejuvenation (PSR) program in Central Bangka Regency with a total of 80 farmers. The sampling technique for this study used probability sampling using the proportionate stratified random sampling method. The data analysis method used in this study uses the IPA (Importance Performance Analysis) and CSI (Customer Satisfaction Index) methods. The results of the study showed that the level of farmer participation in the People's Oil Palm Rejuvenation Program (PSR) in Central Bangka Regency was very high, namely 90.95% with a very high percentage of participation value. The Customer Satisfaction Index (CSI) on the performance or services that have been carried out by the People's Oil Palm Rejuvenation Program (PSR) Companions in Central Bangka Regency was 90.22% with the criteria of very satisfied
Analisis Perilaku Konsumen dan Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Sayur organaik Institut Pertanian Bogor di Pasaran Modern Kota Bogor Al-amro, Imroatu Haiyin; Setiadi, Agus; Roessali, Wiludjeng
JURNAL AGRICA Vol. 18 No. 1 (2025): JURNAL AGRICA
Publisher : Universitas Medan Area

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Abstract

Organic agriculture in Indonesia had significant growth in 2022, the area of organic agriculture is 261,400 Ha. One of the units of businesses that develop organic vegetables in the Bogor is a Badan Pengelola Bisnis dan Wakaf Institut Pertanian Bogor (BP Biswaf IPB). This trend in healthy lifestyle provides an opportunity for organic vegetable entrepreneurs, Although the challenges in marketing are getting tighter because of the number of competitors. Consumers are now more intelligent and  more selective before making a purchase decision is influenced by knowledge, confidence, and motivation for organic products. The study aims to analyze consumer behavior and the marketing effect on the purchase of organic vegetables at the Institut Pertanian Bogor in the modern market city of Bogor. The method of study used is a survey of data collected through questionnaires distributed to 210 responders and using a scale Likert. Data analysis is carried out using multivariate structural equation modeling (SEM) to know the relationship between the psychological factor variables composed of motivation, Perception, The marketing and marketing approaches that make up the product, Price, Location, Promotion, People, physical means and process with the purchase decision. Results of research show that motivation and perception have a positive and significant influence on purchasing decisions and Products, Location, Promotion, People, and Process also has a positive and significant influence on the decision to purchase organic vegetables. There are three variables, physical means, and prices do not affect the purchase decision. This finding provides insight for entrepreneurs in designing more effective marketing strategies to increase organic vegetable sales in the modern market.This research is expected to contribute to the development of sustainable marketing policies for organic products as well as raise public awareness of the importance of.
Strategi Pemasaran Beras Berdasarkan Analisis Tahap Business Life Cycle dan Analytical Hierarchy Process di PT Komoditi Tani Indonesia Pramesthi, Fatima Azrina; Yektiningsih, Endang; Fitriana, Nisa Hafi Idhoh
JURNAL AGRICA Vol. 18 No. 1 (2025): JURNAL AGRICA
Publisher : Universitas Medan Area

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Abstract

Marketing strategy is a way for companies to win a sustainable competitive advantage for both companies that produce goods or services. Every company will experience a business life cycle, this makes the company have to develop a marketing strategy according to the stage that is being experienced. This study aims to analyze the business position of PT Komoditi Tani Indonesia based on the stage of the business life cycle of rice produced and formulate the right marketing strategy. The sampling method used purposive sampling with a total of 6 expert respondents. The analytical method used is the Dickinson method and analytical hierarchy process using expert choice 11 software. It was shown by the results that in the business life cycle, the current business position of PT Komoditi Tani Indonesia is still in the introduction stage (start-up) with the characteristics of negative operational cash flow, negative investment cash flow, and positive funding cash flow. Then the results of the analytical hierarchy process of rice marketing strategies produce a priority order of marketing strategies based on the start-up stage, which includes developing product designs, participating in relevant events, product discounts, improving quality, bundling prices, collaborating with influencers, selling in supermarkets and selling in e-commerce. Companies need to develop marketing strategies that are in accordance with the stage of the business life cycle that is being undertaken, especially at the start-up stage to build brand awareness and attract consumers.
ANALISIS KOMPONEN UTAMA PEMBENTUK SIKAP PETANI TERHADAP PENGEMBANGAN AGROINDUSTRI SAGU RAKYAT DI PROVINSI RIAU Vermila, Chezy WM; Syahni, Rahmat; Khairati, Rusda; Indah Mutiara, Vonny
JURNAL AGRICA Vol. 18 No. 1 (2025): JURNAL AGRICA
Publisher : Universitas Medan Area

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Abstract

The development of agroindustry is positively impacting the income of sago farmers. Despite the significant contribution, existing sago agroindustry experiences suboptimal due to some obstacles such as farmers' attitudes. Therefore, this research aimed to determine farmers' attitudes towards the development of sago agroindustry using several indicators. The experiment was carried out in different locations with the largest sago production, namely Tebing Tinggi Timur and Tebing Tinggi Barat Districts, Kepulauan Meranti Regency, Riau Province. The sample size comprised 100 people and the quantitative using the factor analysis method, namely Principal Component Analysis (PCA). The results of the study concluded that the development of sago agroindustry was formed from the attitude of farmers consisting of family support and gender which were included in the decision-making category group with a cumulative total variance value of 36.42%. The reference group category of 52.38% consisted of motivation, trust, and raw materials. The institutional group with the largest cumulative total variance value of 65.34% consisted of market conditions, partnerships, social and technological changes.
Path Analysis Pendapatan Dan Produktivitas Perempuan Pemanen Kopi Arabika Gayo Ferdiansyah, Yudi; Kuswardani, Retna Astuti; Simanullang, Endang Sari
JURNAL AGRICA Vol. 18 No. 1 (2025): JURNAL AGRICA
Publisher : Universitas Medan Area

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Abstract

Coffee agribusiness has various problems, female workers work for a week in Central Aceh Regency as freelance agricultural workers to help household income. Not all female harvesters work all day, there are female harvesters who work from morning to evening and there are those who only work from morning to afternoon. This research aims to analyze the influence of age, number of dependents, working hours, work experience and plant age through productivity on the income of women arabica gayo coffee harvesters. This research was carried out in Lukup Sabun Tengah Village, Kuta Panang District, Central Aceh Regency, Aceh Province with the number of samples used in this research totaling 45 samples taken by simple random sampling with the analytical tool used was path analysis. The results of this research show that the variables that have a greater direct influence on the income of women who harvest Gayo Arabica coffee are the number of dependents, working hours, work experience and age of the plant, while the variable age has a greater indirect influence through productivity on the income of women who harvest arabica gayo coffee.
PERSEPSI PETANI TENTANG PENGEMBANGAN AGROWISATA BERBASIS PADI DAN FAKTOR YANG MEMPENGARUHINYA DI KECAMATAN BUNGA RAYA KABUPATEN SIAK PROVINSI RIAU Jamalludin; Noer, Melinda; Syahni, Rahmat; Nofialdi
JURNAL AGRICA Vol. 18 No. 1 (2025): JURNAL AGRICA
Publisher : Universitas Medan Area

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Rice field agro-tourism is a tourist destination that carries the concept of nature by utilizing agricultural land to provide education about the agricultural sector. The purpose of the study was to analyze the perceptions of rice paddy farmers towards the development of rice-based agro-tourism, and the factors that influence it. In this study, respondents consisted of a sample of rice paddy farmers. With a population of 2,106 rice farmers, and a sample of 92 farmers. Analysis used Likert scale and multiple regression analysis. The results of the analysis show the perception of rice paddy farmers on the development of agro-tourism based on rice paddy in Bunga Raya District, Siak Regency, it is known that all rice paddy farmers agree, developed, as long as the development continues to pay attention to the preservation of environmental functions, preservation of natural potential and preservation of socio-cultural values of the community. Variables used based on findings affect the level of development of agro-tourism based on rice paddies, variables that have a very real effect are: the benefits of rice-based agro-tourism development, the development of home industry, the existence of agricultural land, the participation of the community of rice paddy farmers and employment opportunities for the community of rice paddy farmers, levy collection. While the variable that does not have a very real effect is the income of the community of rice paddy farmers.
Analisis Integrasi Spasial Pasar Cabai Merah di Provinsi Sumatera Utara Warsito, Edy Warsito; Chalil, Diana; Lindawati
JURNAL AGRICA Vol. 18 No. 1 (2025): JURNAL AGRICA
Publisher : Universitas Medan Area

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North Sumatra Province is one of the largest red chili producing provinces in Indonesia. Red Chili production is spread across several districts and meets the needs of markets in North Sumatra. Production and differences in distance between producer areas and markets affect prices at the consumer level. Fluctuations in the price of Red Chili often occur so that this commodity is one of the contributors to inflation in North Sumatra. Inflation is measured from price indicators in 5 cities, namely Medan, Pematang Siantar, Sibolga, Padangsidimpuan, and Gunungsitoli. The purpose of this study was to determine the development of Red Chili production and prices and to analyze the integration of prices between Red Chili producer markets in 5 (five) cities in North Sumatra Province. The benefits of this study are as information for the North Sumatra Provincial Government in making policies. This study uses the descriptive analysis method and the Vector Error Correction Model (VECM) method from weekly data for a period of 3 years, namely the period 2021 to 2023. The results of the study show that the comparison between production and demand for Red Chili in North Sumatra is in a surplus condition. Prices between the Red Chili producer markets in Medan City, Pematang Siantar City, Padang Sidempuan City, Sibolga City and Gunung Sitoli City are perfectly integrated. There is a short term relationship between the price of red chilies in Medan and Gunung Sitoli, Pematang Siantar and Sibolga. Price of red chilies in Padang Sidempuan with Sibolga, Medan and Pematang Siantar. There is a long-term relationship between the price of red chilies in Gunung Sitoli and Medan, Padang Sidempuan, Pematang Siantar and Sibolga. The relationship that occurs between the red chili price variable is a causal relationship, indicating that there is one-way causality between the red chili price variable in Medan and the price of Pematang Siantar chili and the price of Sibolga chili.
Riset Pasar Produk Kecap Coconut Aminos : (Studi Kasus Coconut Aminos “Gulapa” PT. Berkat Petani Indonesia ) Dharmawan, Budi; Sakhidin; Karseno; Widyarini, Indah; Satriani, Ratna; Sudarmadji, Arief; Sunendar; Novia, Rifki Andi
JURNAL AGRICA Vol. 18 No. 1 (2025): JURNAL AGRICA
Publisher : Universitas Medan Area

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Consumer awareness of a healthy lifestyle is driving an increase on demand for food products that are low in sodium, gluten-free, and made from natural ingredients. Coconut aminos with the brand "Gulapa" is one of the new products to meet the demand made by PT. Berkat Petani Indonesia. For this reason, market research is needed regarding the position of the product from the consumer's perspective. This study was aimed to analyze the market potential of coconut aminos "Gulapa", evaluate consumer preferences, and identify effective marketing strategies. The research period was 5 (five) months in 2024 in Banyumas, Purbalingga, Purwokerto, and Cilacap Regencies, Central Java Province. The descriptive analysis method was used with data collection using qualitative approach through observation and interviews, as well as secondary data analysis. Data was analyzed using worksheet as a tool to represent what was to be known and researched. The results of the worksheet analysis can be concluded that most consumers were not familiar with coconut aminos products, but have high interest in trying them. Consumer preferences for choosing healthy coconut aminos include a priority order in the form of brand reputation, taste, price, and ease of purchase access. Consumers tend to choose local products over imports. The main distribution channels preferred by consumers include supermarkets, online stores, and grocery stores. The product has great potential to compete in the market. Recommended marketing strategies include consumer education, brand image strengthening, and distribution expansion. The implications of the results of this study are the product of coconut aminos “Gulapa” has a fairly broad market opportunity, a clear marketing strategy direction, and the need for continuous market education. With the proper approachment, coconut aminos “Gulapa” could be the main choice as a substitute for traditional soy sauce in Indonesia.
Business Performance: The Role of Managerial Competence and Supply Chain Management Practices of Coffee Shops in Medan Cit Ismoyo, Ari; Martial, Tri; Simanullang, Endang Sari
JURNAL AGRICA Vol. 18 No. 1 (2025): JURNAL AGRICA
Publisher : Universitas Medan Area

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Coffee Shop represents the final stage of the coffee agribusiness subsystem, serving as the producer of processed coffee products for consumers. The Coffee Shop business in Medan has grown and developed in various ways. The intense competition among Coffee Shops in Medan has affected business performance. Some have even ceased operations and eventually closed. This study aims to analyze  the influence of managerial competence and supply chain management practices on the business performance of Coffee Shops in Medan. The research employs a descriptive quantitative approach using questionnaires. Data is analyzed using Structural Equation Modeling - Partial Least Squares Second Order, as the variables in managerial competence and supply chain management practices are multidimensional. Respondents were selected using the purposive sampling method with a total of 35 respondents, coffee shop managers or business owners in Medan City with several criteria. The results indicate that managerial competence has a significant positive effect on supply chain management practices and a significant positive effect on business performance. Meanwhile, supply chain management practices in the coffee shop business do not have a significant effect on performance. Supply chain management practices have not been effective in reducing coffee raw material costs. Therefore, to improve business performance, business owners can increase sales volume by focusing on implementing marketing mix strategies

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