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Journal of Agribusiness and Rural Development (Jurnal Agribisnis dan Pengembangan Pedesaan)

agrirud
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Published by Universitas Sam Ratulangi

ISSN : - EISSN : 26847795 DOI : https://doi.org/10.35791

Core Subject : Economy, Agriculture, Social,

Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science Social Sciences

Journal of Agribusiness and Rural Development (Jurnal Agribisnis dan Pengembangan Pedesaan) merupakan media publikasi ilmiah mengenai kajian mendalam dan atau hasil penelitian di Bidang: 1. Agribisnis 2. Pengembangan Wilayah Pedesaan. Jurnal ini diterbitkan secara berkala empat kali setahun yaitu pada bulan Januari, April, Juli dan Oktober. Edisi perdana (Vol. 1 No. 1) diterbitkan pada April 2019.

Arjuna Subject : Ilmu Pertanian dan Biologi (Semua) - Ilmu Pertanian dan Biologi (Lain-Lain)

Articles 272 Documents

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Persepsi Konsumen Dalam Keputusan Pembelian Sayur Selada Organik di Freshmart Tikala Kota Manado Rekis Rama Arrozaq; Olly Esry Harryani Laoh; Sherly Gladys Jocom
Journal of Agribusiness and Rural Development (Jurnal Agribisnis dan Pengembangan Pedesaan) Vol. 8 No. 2 (2026): JOURNAL OF AGRIBUSINESS AND RURAL DEVELOPMENT (Jurnal Agribisnis dan Pengembang
Publisher : Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Sam Ratulangi, Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35791/agrirud.v8i2.68274

This study aims to determine consumers' perceptions when deciding to purchase organic lettuce at Freshmart Tikala, Manado City. This is related to increasing public awareness of the importance of healthy living and the need for safe and environmentally friendly food. This study used a descriptive and qualitative approach with a chance sampling technique. Data were obtained from 30 respondents through observation, questionnaires, and documentation in June 2025. The analysis focused on six main aspects: price, quality, lifestyle, health, information, and location, using a Likert scale to assess consumer perceptions. The results of this study indicate that consumers have a positive view of all these aspects. Price is considered reasonable when compared to quality and health benefits. Freshness and product durability are two very important factors, while a healthy lifestyle and concern for the environment also help people in their purchasing decisions. Available information, both from the media and product labels, is considered quite good, while Freshmart's strategic location and neat store appearance make shopping more comfortable. In conclusion, positive consumer perceptions significantly influence their decision to purchase organic vegetables. Therefore, managers need to maintain product quality, strengthen the information provided about the product, and maintain the comfort of the location in order to increase consumer loyalty.

Analisis Risiko Pemasaran Pedagang Sembilan Bahan Pokok (Sembako) di Pasar Pinasungkulan Karombasan Charles Rejnaldo Ngangi; Ivanca Maleakhi Lukow; Gene Henfried Meyer Kapantow
Journal of Agribusiness and Rural Development (Jurnal Agribisnis dan Pengembangan Pedesaan) Vol. 8 No. 2 (2026): JOURNAL OF AGRIBUSINESS AND RURAL DEVELOPMENT (Jurnal Agribisnis dan Pengembang
Publisher : Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Sam Ratulangi, Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35791/agrirud.v8i2.68275

This study aims to conduct an in-depth analysis of the marketing risks faced by sembako traders at Pinasungkulan Market, Manado. As nine essential commodities, sembako play a vital role in the daily lives of Indonesian society; however, their marketing in traditional markets is confronted with various challenges. The study employs the Failure Mode and Effect Analysis (FMEA) approach to identify, evaluate, and prioritize these risks. The research methodology includes a survey of sembako traders at Pinasungkulan Market using questionnaires, interviews, and observations. The collected data were analyzed descriptively and qualitatively using the FMEA tool, which assesses three main risk indicators: Severity, Occurrence, and Detection. The results of this analysis were used to calculate the Risk Priority Number (RPN), which serves as the basis for determining the priority of risk management. The findings indicate that the risk of inconsistent product quality is the highest priority, with the highest RPN value of 16.95. This is due to consumers’ sensitivity to variations in sembako quality, which affects trust, loyalty, and sales volume. Market risk ranks second (RPN 10.33), driven by price fluctuations, changes in demand, and competition. Operational risk (RPN 9.87) relates to technical disruptions and supply delays, while capital risk (RPN 9.17) is relatively lower, as traders are generally able to adjust the scale of their business according to available capital.

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Contact Name
Sherly Gladys Jocom

Contact Email
sherlyjocom@unsrat.ac.id

Phone
+628114303572

Journal Mail Official
sherlyjocom@unsrat.ac.id

Editorial Address
Jurusan Sosil Ekonomi Pertanian, Fakultas Pertanian Universitas Sam Ratulangi. Jalan Kampus Kleak Unsrat, Manado 95115

Location
Kota manado,

Sulawesi utara

INDONESIA

Abstract

Abstract

Home Page

OAI Link

Editorial Team

Contact

Reviewer

Google Scholar

Contact Name Sherly Gladys Jocom

Contact Email sherlyjocom@unsrat.ac.id

Phone +628114303572

Journal Mail Official sherlyjocom@unsrat.ac.id

Editorial Address Jurusan Sosil Ekonomi Pertanian, Fakultas Pertanian Universitas Sam Ratulangi. Jalan Kampus Kleak Unsrat, Manado 95115

Location Kota manado, Sulawesi utara INDONESIA

Abstract

Abstract

Contact Name
Sherly Gladys Jocom

Contact Email
sherlyjocom@unsrat.ac.id

Phone
+628114303572

Journal Mail Official
sherlyjocom@unsrat.ac.id

Editorial Address
Jurusan Sosil Ekonomi Pertanian, Fakultas Pertanian Universitas Sam Ratulangi. Jalan Kampus Kleak Unsrat, Manado 95115

Location
Kota manado,

Sulawesi utara

INDONESIA