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Jurnal Manajemen dan Agribisnis

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Published by Institut Pertanian Bogor

ISSN : 16935853 EISSN : 24072524 DOI : -

Core Subject : Economy, Agriculture,

Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

Jurnal Manajemen & Agribisnis memuat informasi hasil kegiatan penelitian, pemikiran konseptual dan review bidang ilmu manajemen agribisnis. Jurnal ilmiah ini diterbitkan oleh Program Studi Manajemen dan Bisnis, Sekolah Pascasarjana, Institut Pertanian Bogor bekerjasama Perhimpunan Ekonomi Pertanian Indonesia (PERHEPI).

Arjuna Subject : -

Articles 498 Documents

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PERANCANGAN BALANCED SCORECARD UNTUK PENGEMBANGAN STRATEGI DI SEAMEO BIOTROP Dewi Suryani; Rizal Syarief; Arif Imam Suroso
Jurnal Manajemen & Agribisnis Vol. 11 No. 1 (2014): Vol. 11 No. 1, Maret 2014
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

ABSTRACTThe objectives of the research were 1) Outlining the vision, mission, and strategy of SEAMEO into strategic objectives in four perspectives of the Balanced Scorecard, 2) Determining KPIs, targets, strategic initiatives, and strategy map which can be implemented by Seameo Biotrop , 3) Designing a causal relationship of the strategic objectives through strategic map, and 4) Formulating managerial implications for Seameo Biotrop. The result showed that in the financial perspective four key indicators were identified, in the customer perspective five key indicators were identified, and both in the internal business process and the learning and growth perspective three key indicators were identified. In the financial perspective, amount of funding received from the Government shows the highest contribution to the institution's performance, meanwhile in the customer perspective, number of regular/new research/program conducted in collaboration with academia, research and development organizations, and other related industries shows the highest contribution to institution's performance. In the internal business process perspective, number of MOU signed and implemented shows the highest contribution to the institution’s performance, and in the growth and learning perspective, ratio of labor productivity shows the highest contribution to the institution's performance. Keywords: seameo biotrop, balanced scorecard, KPIABSTRAKTujuan dari penelitian ini adalah 1) menguraikan visi, misi, dan strategi Seameo menjadi tujuan strategis dalam empat perspektif Balanced Scorecard, 2) menentukan KPI, target, inisiatif strategis, dan peta strategi yang dapat diterapkan oleh Seameo Biotrop, 3) merancang hubungan sebab akibat dari tujuan strategis melalui peta strategis, dan 4) merumuskan implikasi manajerial untuk Seameo Biotrop. Metode analisis data yang digunakan adalah Balanced Scorecard dan Key Performance Indicator. Hasil penelitian menunjukkan bahwa dalam perspektif keuangan terdapat empat indikator utama yang diidentifikasi, dalam perspektif pelanggan lima indikator utama diidentifikasi, dan baik dalam perspektif proses bisnis internal serta perspektif pembelajaran dan pertumbuhan masing-masing terdapat tiga indikator utama yang diidentifikasi. Dalam perspektif keuangan, jumlah dana yang diterima dari Pemerintah menunjukkan kontribusi tertinggi terhadap kinerja lembaga, sedangkan pada perspektif pelanggan, jumlah penelitian/program reguler/baru yang dilakukan bekerja sama dengan organisasi akademisi, penelitian dan pengembangan, dan industri terkait lainnya menunjukkan kontribusi tertinggi terhadap kinerja lembaga. Pada perspektif proses bisnis internal, MOU yang ditandatangani dan diimplementasikan menunjukkan kontribusi tertinggi terhadap kinerja lembaga tersebut, dan perspektif pertumbuhan dan pembelajaran, rasio produktivitas tenaga kerja menunjukkan kontribusi tertinggi terhadap kinerja lembaga.Kata kunci: seameo biotrop , balanced scorecard, KPI

PRODUKSI DAN PEMASARAN KAKAO DI KABUPATEN PADANG PARIAMAN, PROVINSI SUMATERA BARAT Danil Danil; Muhammad Firdaus; Sri Hartoyo
Jurnal Manajemen & Agribisnis Vol. 11 No. 1 (2014): Vol. 11 No. 1, Maret 2014
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

ABSTRACTThe purposes of this study were to analyze the factors that affect the production of cocoa, identify the marketing channels of cocoa, analyze marketing margins received by marketing institutions, and determine the part of the price received by farmers. This study used a survey method to cocoa farmers and large traders (collectors). The analysis of production used Cobb-Douglas function while performance analysis was used to analyze the structure of behavioral marketing and market diversity. The results showed that factors affecting cocoa production in the district of Padang Pariaman and significantly influential as the input are labor, manure, chemical fertilizers, land area, number of crop yield and farmer’s education. The performance of cocoa marketing in Padang Pariaman District was not efficient, based on indicators of marketing margins, small parts of prices received by farmers and farmers markets not yet integrated with market traders in the district level. In the cocoa marketing activities in Padang Pariaman District, the largest margin was received by the village merchant marketing channel III. The amount of prices received by farmers can be determined from the marketing margin. If the part of the marketing margin is higher, the part of prices received by farmers will be smaller, as the case in marketing channels I and III. So the marketing channel II provides the most part of prices for the cocoa farmers in Padang Pariaman district. To increase the production and marketing of cocoa in Padang Pariaman District, several approaches could be implemented such as coaching, strengthening and empowering farmer groups that already exist.Keywords: cocoa, factors production, marketing channels, Padang PariamanABSTRAKTujuan dari penelitian ini adalah menganalisis faktor-faktor yang memengaruhi produksi kakao, mengidentifikasi saluran pemasaran kakao, menganalisis margin pemasaran yang diterima lembaga pemasaran, dan menentukan besarnya bagian harga yang diterima petani. Penelitian ini menggunakan metode survey kepada petani kakao dan pedagang besar (pengepul). Analisis produksi menggunakan fungsi Cobb-Douglas dan analisis performent digunakan untuk menganalisis struktur pemasaran perilaku, dan keragaman pasar. Hasil penelitian menunjukkan Faktor-faktor yang mempengaruhi produksi kakao di Kabupaten Padang Pariaman dan berpengaruh secara nyata sebagai input adalah tenaga kerja, pupuk kandang, pupuk kimia, luas lahan, jumlah tanaman menghasilkan dan pendidikan petani. Kinerja pemasaran kakao di Kabupaten Padang Pariaman tidak efisien, hal ini berdasarkan indikator besarnya margin pemasaran, kecilnya bagian harga yang diterima petani dan belum terintegrasinya pasar ditingkat petani dengan pasar ditingkat pedagang kabupaten. Pada kegiatan pemasaran kakao di Kabupaten Padang Pariaman, margin terbesar diterima oleh pedagang nagari pada saluran pemasaran III. Bagian harga yang diterima petani dapat ditentukan dari margin pemasaran. Dimana semakin besar margin pemasaran maka bagian harga yang diterima petani akan semakin kecil, seperti yang terjadi pada saluran pemasaran I dan III. Sehingga saluran pemasaran II yang memberikan bagian harga tertinggi pada petani kakao di Kabupaten Padang Pariaman. Dalam meningkatkan produksi dan pemasaran kakao di Kabupaten Padang Pariaman dapat dilakukan dengan pembinaan, penguatan dan pemberdayaan kelompok tani yang sudah ada. Kata kunci: kakao, faktor produksi, saluran pemasaran, Padang Pariaman

PENGARUH INFORMASI RELEVANSI PEKERJAAN DAN KEINGINAN SOSIAL TERHADAP PARTISIPASI DAN KINERJA KARYAWAN PADA PT HARFAM JAYA MAKMUR SURABAYA Saleh Assagaf; M. Syamsul Maarif; Suharjono Suharjono
Jurnal Manajemen & Agribisnis Vol. 11 No. 1 (2014): Vol. 11 No. 1, Maret 2014
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

ABSTRACTThe objective of this study were 1) analyzing the effect of job relevant information on employee participation; 2) analyzing the effect of social desirability on employee participation; 3) analyzing the effect of job relevant information on employee’s performance; 4) analyzing the effect of social desirability on employee’s performance; 5) analyzing the effect of employee participation on employee’s performance. This study is a part of explanatory and confirmatory research. The samples in this research were 103 employee of PT Harfam jaya Makmur. The data was analyzed using Structural Equation Modeling (SEM). The results showed that; 1) job relevant information had significant effect on employee’s participation in PT Harfam Jaya Makmur: 2) social desirability has significant effect on employee’s participation in PT Harfam Jaya Makmur; 3) job relevant information has significant effect on employee’s performance in PT Harfam Jaya Makmur; 4) social desirability hasn’t significant effect on employee’s participation in PT Harfam Jaya Makmur; 5) employee’s participation has significant effect on performance of PT Harfam Jaya Makmur Jaya Makmur. The conclusions in this study were job relevant information and social desirability has significant effect on employee’s participation as well as job relevant information has significant effect on employee’s performance. In the other hand, social desirability has no significant effect on employee’s participation, and then employee’s participation has significant effect on performance of PT Harfam Jaya Makmur Jaya Makmur. Keywords: job relevant information, social desire, employee participation, performanceABSTRAKPenelitian ini bertujuan: 1) menganalisis pengaruh informasi relevansi pekerjaan terhadap partisipasi karyawan; 2) menganalisis keinginan sosial terhadap partisipasi karyawan; 3) menganalisis pengaruh informasi relevansi pekerjaan terhadap kinerja karyawan; 4) menganalisis pengaruh keinginan sosial terhadap kinerja karyawan; 5) menganalisis partisipasi karyawan terhadap kinerja karyawan. Penelitian initermasuk penelitian explanatory dan confimatory. Sampel penelitian adalah seluruh karyawan tetap berjumlah 103 orang. Analisis data menggunakan Structural Equation Modeling (SEM). Penelitian menunjukkan bahwa: 1) informasi relevansi pekerjaan berpengaruh signifikan terhadap partisipasi karyawan pada PT Harfam Jaya Makmur; 2) keinginan sosial berpengaruh signifikan terhadap partisipasi karyawan pada PT Harfam Jaya Makmur; 3) informasi relevansi pekerjaan berpengaruh signifikan terhadap kinerja karyawan pada PT Harfam Jaya Makmur; 4) keinginan sosial tidak berpengaruh signifikan terhadap kinerja karyawan pada PT Harfam Jaya Makmur; 5) partisipasi karyawan berpengaruh signifikan terhadap kinerja karyawan pada PT Harfam Jaya Makmur. Kesimpulan penelitian menunjukkan bahwa informasi relevansi pekerjaan dan keinginan sosial berpengaruh signifikan terhadap partisipasi karyawan, begitu juga dengan informasi relevansi pekerjaan berpengaruh signifikan terhadap kinerja karyawan, lain halnya dengan keinginan sosial yang tidak berpengaruh signifikan terhadap kinerja karyawan, kemudian partisipasi karyawan berpengaruh signifikan terhadap kinerja karyawan PT Harfam Jaya Makmur.Kata kunci: informasi relevansi pekerjaan, keinginan sosial, partisipasi karyawan dan kinerja karyawan

STRATEGI PENGEMBANGAN AGRIBISNIS KOMODITAS PADI DALAM MENINGKATKAN KETAHANAN PANGAN KABUPATEN JEMBER Ardito Atmaka Aji; Arif Satria; Budi Hariono
Jurnal Manajemen & Agribisnis Vol. 11 No. 1 (2014): Vol. 11 No. 1, Maret 2014
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

ABSTRACTThe purpose of this study were to: 1) analyze the strengths, weaknesses, opportunities and threats to develop paddy commodities in an effort to improve food security; 2) analyze alternative formulation of appropriate strategies for the development of paddy in an effort to improve food security; 3) determine the strategic priorities that should be selected for paddy development in an effort to improve food security; 4) provide policy recommendations for central/local government to improve food security. SWOT analysis was used to determine the alternative strategies that can be implemented by the government. QSPM analysis was used to determine the choice of strategy in developing paddy agribusiness priorities in Jember. Descriptive method was used to describe a case study at the Department of Agriculture Jember with 35 people as samples. Motivation of farmers was the main strength of the Jember government. The main weakness that should be corrected was the weak financial condition. The main opportunities were the increase in rice demand, while the main threat was the paddy pest attack. Alternative strategies that could be undertaken by the government include: 1) Intensification of rice farming, 2) Synergy between farmers, industries and government, 3) Strengthening the local food policies that favor the farmers, 4) Revitalization of facilities and infrastructure, 5) product differentiation. The strategy which became the top priority in this study was rice farming intensification strategy.Keywords: food security, Jember, QSPM, rice, SWOTABSTRAKTujuan dari penelitian ini adalah 1) menganalisis kekuatan, kelemahan, peluang dan ancaman untuk mengembangan komoditas padi dalam upaya meningkatkan ketahanan pangan; 2) melakukan analisis rumusan alternatif strategi yang tepat untuk pengembangan komoditas padi dalam upaya meningkatkan ketahanan pangan; 3) menentukan prioritas strategi yang seharusnya dipilih untuk pengembangan komoditas padi dalam upaya meningkatkan ketahanan pangan; 4) memberikan rekomendasi kebijakan yang harus dilakukan pemerintah pusat/ daerah untuk meningkatkan ketahanan pangan. Analisis SWOT digunakan untuk menentukan alternatif strategi yang dapat dilakukan pemerintah. Analisis QSPM berfungsi menentukan pilihan strategi prioritas dalam mengembangkan agribisnis padi di Kabupaten Jember. Metode deskriptif digunakan untuk menjelaskan studi kasus pada Dinas Pertanian Kabupaten Jember dengan sampel responden sebanyak 35 orang. Motivasi petani merupakan kekuatan utama yang dimiliki oleh pemerintah Kabupaten Jember. Kelemahan utama yang harus diperbaiki adalah kondisi finansial yang lemah. Peluang utama yang dimiliki adalah peningkatan permintaan beras dan ancaman utamanya berupa serangan organisme pengganggu tanaman. Alternatif strategi yang dapat dilakukan oleh pemerintah diantaranya: 1) Intensifikasi usahatani padi, 2) Sinergi antara petani, pengusaha dan pemerintah, 3) Penguatan kebijakan pangan daerah yang berpihak kepada petani, 4) Revitalisasi sarana dan prasarana, 5) Diferensiasi produk. Strategi yang menjadi prioritas utama dalam penelitian ini adalah strategi intensifikasi usaha tani padi.Kata kunci: ketahanan pangan, Jember, SWOT, padi, QSPM

Model Keterpaduan Jadual Tanam Dan Tebang Tebu: Pendekatan Kompromi Wayan R. Susila; M. Parulian Hutagaol
Jurnal Manajemen & Agribisnis Vol. 2 No. 2 (2005): Vol. 2 No. 2 Oktober 2005
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

One of the main problems causing a setback of Indonesian sugar industry is inefficiency in farm and plont levels because of lack of integratedproduction system. In response to this problem, this study is aimed at building a model of integratedproduction systems between form and sugar plont activities through on integrotedplonting and horvesfingschedule. The opproach used is a compromise opproach using a multiparty multi objective (MPMO) models. The results of this study show that productivity in farm and sugar plant can be improved by developing an integrated production system through an integratedplanting and harvesting schedule. With supervisions and model modi$cation, the MPMO model can be applied, especially for sugar plantation in Java. Keywords : Sugar Industy, MPMO Model, Tebu, Model Kompromi

ANALISIS PENGARUH EFEKTIVITAS SISTEM PENILAIAN KINERJA TERHADAP MOTIVASI KERJA, KEPUASAN KERJA DAN KINERJA KARYAWAN PT COATS REJO INDONESIA Ratih Maria Dhewi; Syamsul Ma'arif
Jurnal Manajemen & Agribisnis Vol. 3 No. 1 (2006): Vol. 3 No. 1 Maret 2006
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

This study shows that dimension ofacceptability has the higher contribution followed by dimension of sensitivity,relevance and reliability. In contrast, dimension of practicality has thelowest contribution to motivation, work satisfaction and work performance. Furthermore,the company has not yet been able to comply with the employee's expectations ofpracticality used in conducting performance appraisal system. In other words,further evaluation of performance appraisal system emphasizing on practicalityfactors is required; keep manage and evaluate from the priority dimensionsof acceptability, sensitivity, relevanceand reliability. These steps will lead to a condition of satisfactory to theexpectation of both the company and the employees; high work performance as aresult of highly motivated and work satisfaction employees. Keywords: effectiveness, Structural Equation Modeling, performance appraisal, motivation, employee

DAMPAK KEBIJAKAN PEMBANGUNAN KEHUTANAN TERHADAP PENDAPATAN MASYARAKAT MISKIN DI KALIMANTAN TIMUR : SUATU PENDEKATAN MODEL SISTEM NERACA SOSIAL EKONOMI Agus Justianto
Jurnal Manajemen & Agribisnis Vol. 3 No. 1 (2006): Vol. 3 No. 1 Maret 2006
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

The objective of this study is to evaluatethe impact of selected forest policies on the incomes of the poor in East Kalimantan. A Social Accounting Matrix Approach of1995 and 2003 for Kalimantan Timur wasdeveloped to analyze linkages among socio-economic factors within the region,including poverty, income distribution, and economic development. Nine policyalternatives for the period 1995-2003 were then simulated using the Model toevaluate which would be most suitable for improving the income of the poor wholive in or near forest areas. Based on the comparison of economic performancein Kalimantan Timur before and after the decentralization era (1995 and 2003),the results indicate that the forest sector's contribution to the GDP of Kalimantan Timur decreased after the onset of thedecentralization era. The average disposable income of forest households in1995 and 2003 is the lowest of all household groups. By using poverty mapping,it was found that most of the population living in protection forests are poor,while that living in production forest areas and forest lands intended to beset aside for other purposes is relatively better off. Forestry activitieswhich had the most significant effect in generating income for poor people in Kalimantan Timur were small-scale forest industries ofvarious types. However, in general, forest households did not receive much inthe way of benefits from forestry activities and there is a very low multiplierof forestry sector activities for forest households. Small-scale forestindustries have provided a better income distribution to all groups of foresthouseholds, especially for the poor. Keywords: poverty, economicwelfare, income distribution, social accounting matrix, multiplier, policyimpact

PENGARUH KEPEMIMPINAN TRANSFORMASIONAL TERHADAP KINERJA KARYAWAN DI PERUSAHAAN DAERAH PERKEBUNAN JEMBER Ujang Tri Cahyono; Mohamad Syamsul Maarif; Suharjono Suharjono
Jurnal Manajemen & Agribisnis Vol. 11 No. 2 (2014): Vol. 11 No. 2, Juli 2014
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

ABSTRACTThis study was intended to analyze 1) the effect of transformational leadership on empowerment of employees of local government-owned plantation enterprise (PDP) Jember; 2) the effect of transformational leadership on work behavior of employees of PDP Jember; 3) the effect of transformational leadership on performance of employees of PDP Jember; 4) the effect of empowerment on performance of employees of PDP Jember; 5) the effect of work behavior on performance of employees of PDP Jember. The population in this study was all employees of PDP Jember. The analysis tool used in this study was the Structural Equation Model (SEM). The results showed that transformational leadership had a significant and positive effect on empowerment of employees of PDP Jember, transformational leadership had a significant and positive effect on work behavior of employees of PDP Jember, transformational leadership had no significant and positive effect on performance of employees of PDP Jember, empowerment had no significant and positive effect on performance of employees of PDP Jember, work behavior had significant and positive effect on performance of employees of PDP Jember.Keywords: transformational leadership, performance, empowerment, work behaviorABSTRAKPenelitian ini bertujuan 1) menganalisis pengaruh kepemimpinan transformasional terhadap pemberdayaan pada karyawan Perusahaan Daerah Perkebunan (PDP) Jember; 2) menganalisis pengaruh kepemimpinan transformasional terhadap perilaku bekerja karyawan PDP Jember; 3) menganalisis pengaruh kepemimpinan transformasional terhadap kinerja karyawan PDP Jember; 4) menganalisis pengaruh pemberdayaan terhadap kinerja karyawan PDP Jember; 5) menganalisis pengaruh perilaku bekerja terhadap kinerja karyawan PDP Jember. Metode analisis data menggunakan Structural Equation Model (SEM). Hasil penelitian menunjukkan kepemimpinan transformasional berpengaruh signifikan dan positif terhadap pemberdayaan karyawan PDP Jember, kepemimpinan transformasional berpengaruh signifikan dan positif terhadap perilaku bekerja karyawan PDP Jember, kepemimpinan transformasional tidak berpengaruh signifikan dan positif terhadap kinerja karyawan PDP Jember, pemberdayaan tidak berpengaruh signifikan dan positif terhadap kinerja karyawan PDP Jember, perilaku bekerja berpengaruh signifikan dan positif terhadap kinerja karyawan PDP Jember.Kata kunci: kepemimpinan transformasional, kinerja, pemberdayaan, perilaku bekerja

STRUKTUR PERILAKU KINERJA DALAM PERSAINGAN INDUSTRI PAKAN TERNAK DI INDONESIA PERIODE TAHUN 1986–2010 Meutia Septiani; Muhammad Findi Alexandi
Jurnal Manajemen & Agribisnis Vol. 11 No. 2 (2014): Vol. 11 No. 2, Juli 2014
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

The purpose of this study were to analyze the structure-Conduct-Performance (SCP) of feed industry in Indonesia during period 1986–2010, and analyze the relationship between the structure and other factors to the performance of the animal feed industry in Indonesia during 1986-2010. This research used descriptive method and quantitative method. The descriptive method was used to analyze the behavior of fodder industry in Indonesia. The quantitative method used to analyze structure and performance of fodder industry with the SCP approach, while for the analysis of factors affecting the performances, OLS (Ordinary Least Square) approach was used. The data use the annual time series data from 1986 to 2010. Based on estimation result, the significant variable to the PCM were X-eff, Growth and MES. Meanwhile, CR4 variable was not significant to PCM.Keywords: feed industry, OLS, fodder, SCPABSTRAKTujuan penelitian ini adalah menganalisis Structure Conduct Performance (SCP) industri pakan ternak di Indonesia pada periode tahun 1986–2010 dan menganalisis hubungan antara struktur dan faktor lainnya dengan kinerja pada industri pakan ternak di Indonesia pada periode tahun 1986–2010. Penelitian ini dilakukan menggunakan metode deskriptif dan metode kuantitatif. Metode deskriptif digunakan untuk menganalisis perilaku industri pakan ternak di Indonesia. Metode kuantitatif digunakan untuk menganalisis struktur dan kinerja industri pakan ternak dengan pendekatan SCP, sementara untuk menganalisis faktor-faktor yang memengaruhi kinerja digunakan pendekatan OLS (Ordinary Least Square). Data yang digunakan adalah data time series tahunan dari tahun 1986–2010. Hasil estimasi, variabel yang berpengaruh nyata terhadap Price Cost Margin (PCM) adalah X-eff, Growth, dan Minimum Efficiency Scale. Di sisi lain, variabel CR4 tidak berpengaruh nyata terhadap PCM.Kata kunci: industri pakan, OLS, pakan ternak, price cost margin (PCM), SCP

EKUITAS MEREK JASA GERAI BUAH-BUAHAN BERDASARKAN PERSEPSI KONSUMEN Erdiasa Nursaman; Ujang Sumarwan; Setiadi Djohar
Jurnal Manajemen & Agribisnis Vol. 11 No. 2 (2014): Vol. 11 No. 2, Juli 2014
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

The need of fruits and the number of fruit outlets in Jakarta has been increasing, therefore the study on brand equity of fruit outlet services according to consumer’s perception is now required. In detail the purpose of this study is to analyze the demographic characteristics of fruits outlets consumer in Jakarta, analyzing the factors that affect brand equity of fruits outlets services, analyze the level of contribution of brand equity variables fruits outlets service in Jakarta and analyze the managerial implications to fruits outlets brand. Structured questionnaires instrument was used for data collection, while Structural Equation Modeling (SEM) method was used in data analysis. The study results have shown that demographic profile of respondents who visited fruit outlet were female, aged 31-40 years, have an undergraduate educational background, private employment and married. Some factors which may influence brand equity are brand loyalty and brand awareness. The brand equity of fruit outlets services is influenced by brand loyalty with contribution of 0.71 and brand awareness with contribution of 0.58. Managerial implication that should be done is to increase promotional activities through advertising. Keywords: brand equity, brand awareness, brand association, brand perceived quality, brand loyaltyABSTRAKLatar belakang dilaksanakannya penelitian ini adalah kebutuhan akan buah-buahan yang semakin meningkat dan makin bertambahnya gerai buah-buahan di Jakarta. Oleh karena itu, diperlukan penelitian ekuitas merek gerai buah-buahan berdasarkan persepsi konsumen. Secara terperinci tujuan penelitian ini menganalisis karakteristik demografi konsumen jasa gerai buah-buahan di Jakarta, menganalisis faktor-faktor yang memengaruhi ekuitas merek jasa layanan gerai buah-buahan, menganalisis tingkat kontribusi peubah-peubah ekuitas merek jasa gerai buah-buahan di Jakarta serta menganalisis implikasi manajerial untuk merek gerai buah-buahan yang dianalisis. Teknik pengumpulan data menggunakan instrumen kuesioner yang terstruktur, sedangkan pengolahan data dilaksanakan dengan metode Structural Equation Modelling (SEM). Didapatkan hasil penelitian bahwa profil demografi responden yang mengunjungi gerai buah-buahan Total Buah Segar adalah wanita, usia 31–40 tahun, pendidikan S1, pekerjaan swasta, status sudah menikah. Faktor-faktor yang memengaruhi ekuitas merek adalah brand loyalty dan brand awareness. Kontribusi variabel Brand loyalty terhadap brand equity adalah 0,71, sedangkan kontribusi variabel brand awareness terhadap brand equity adalah 0,58. Implikasi Manajerial yang harus dilakukan dengan meningkatkan promosi melalui periklanan.Kata kunci: ekuitas merek, kesadaran merek, asosiasi merek, persepsi kulitas merek, loyalitas merek

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Jawa barat

INDONESIA