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Journal of Rural and Urban Community Studies
Published by Universitas Tunas Pembangunan Surakarta
ISSN : -     EISSN : 30255090     DOI : https://doi.org/10.36728/jrucs.vxix
Core Subject : Economy, Agriculture,
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance
The primary objective of this journal is to effectively communicate the findings and viewpoints of academics, scholars, and students from various universities and research institutions. The Journal of Rural and Urban Community Studies (JRUCS) is a biannual publication, released in February and August. The main emphases of JRUCS lie in the following research areas: Social Economic of Agriculture (Agribusiness) Impact of Agribusiness on Rural and Urban Communities Sustainable Agriculture Practices and their Effects on Communities Socioeconomic Analysis of Agriculture and its Influence on Community Development Entrepreneurship and Innovation in Agribusiness for Community Growth Agribusiness Value Chains and their Implications for Community Well-being Technological Advancements and their Impact on Agriculture and Community Development Policy Interventions and their Effects on Agriculture and Community Livelihoods Social Innovation and Community-based Approaches in Agribusiness Market Linkages and Marketing Strategies for Agricultural Products in Communities Community Development in the Agricultural Sector Agricultural Policy and its Implications Analysis of Agricultural Institutions and Organizations Rural Sociology and Social Dynamics in Rural Communities Urban Sociology and Social Dynamics in Urban Communities Sustainable Agribusiness Practices Sustainable Agriculture and its Environmental Impacts Strategies for Sustainable Agriculture Extension Innovations in Agricultural Technologies and Practices Community-Based Approaches to Agricultural Development Challenges and Opportunities in Rural-Urban Interactions
Arjuna Subject : Ilmu Pertanian dan Biologi (Semua) - Ilmu Pertanian dan Biologi (Lain-Lain)
Articles 44 Documents
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The Influence of Brand Ambassadors, Electronic Word of Mouth, and Brand Image on Generation Z’s Purchase Decisions Regarding Mie Sedaap in Semarang Regency Isnaeni, Lutfiah
Journal of Rural and Urban Community Studies Vol 4 No 2 (2026): August
Publisher : Agribusiness Department, Agriculture Faculty, Tunas Pembangunan University, Surakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36728/jrucs.v4i2.7178

Abstract

Persaingan industri mi instan di Indonesia semakin ketat seiring peningkatan konsumsi yang mencapai 14,68 miliar porsi pada tahun 2024. Penelitian ini bertujuan menganalisis pengaruh Brand Ambassador, Electronic Word of Mouth (e-WOM), dan Brand Image terhadap keputusan pembelian Mie Sedaap pada Generasi Z di Kabupaten Semarang. Penelitian kuantitatif dengan desain asosiatif kausal dilakukan terhadap 100 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis dengan regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial Brand Ambassador (t=4,649; sig=0,000), e-WOM (t=5,244; sig=0,000), dan Brand Image (t=3,708; sig=0,000) berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel juga berpengaruh positif dan signifikan (F=23,231; sig=0,000). e-WOM merupakan variabel yang pengaruhnya paling dominan dengan koefisien regresi 0,359. Nilai Adjusted R² sebesar 0,403 menunjukkan ketiga variabel mampu menjelaskan 40,3% variasi keputusan pembelian, sedangkan sisanya dipengaruhi faktor lain. Kesimpulan: semakin positif penilaian konsumen terhadap ketiga variabel, semakin tinggi kecenderungan membeli Mie Sedaap. Pengelolaan ulasan daring menjadi prioritas utama bagi perusahaan.
Determining the Priority of Home Industries Based on Food Processing Using the AHP Method in Sukoharjo Regency Irma Wardani; Umi Nur Solikah; Nur Faisal, Herry; Bashir, Abdul
Journal of Rural and Urban Community Studies Vol 4 No 2 (2026): August
Publisher : Agribusiness Department, Agriculture Faculty, Tunas Pembangunan University, Surakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36728/jrucs.v4i2.7180

Abstract

his study aims to develop a performance assessment method for determining the priority scale of home industries to support economic development in Sukoharjo Regency. Priority selection is based on the weights of the assessment criteria and the indicators associated with each criterion using the Analytical Hierarchy Process (AHP) method. Three main criteria are used to assess regional home industries: local economic development, product competitiveness, and human resource welfare. These criteria are supported by four influencing factors: financial performance, customer performance, internal business performance, and learning and growth performance. The results show that the local economic development criterion has the highest priority weight, with a value of 0.47685. Among the home industries assessed, food-processing home industries have the highest priority, with a priority score of 0.31.
Effectiveness Study Of The Direct-To-Consumer (D2C) System In Melon Agrotourism In Ketitang Village Fadhil, Abyan; Mahananto; Irawan, Norbertus Citra; Aulia Juvitasari, Deana
Journal of Rural and Urban Community Studies Vol 4 No 2 (2026): August
Publisher : Agribusiness Department, Agriculture Faculty, Tunas Pembangunan University, Surakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36728/jrucs.v4i2.7174

Abstract

This article evaluates how well a Direct-to-Consumer (D2C) marketing scheme performs at “The Blues,” a melon-picking agrotourism site run by BUMDes Maju Makmur in Ketitang Village, Klaten Regency, using the four elements of the marketing mix — Product, Price, Place, and Promotion — as the analytical lens. Specifically, it examines whether consumers’ perceptions of each element line up with how effective they judge the D2C approach to be, and which element carries the most weight. Using a descriptive quantitative design, questionnaires were completed by 34 respondents recruited through snowball sampling; responses were summarized descriptively and tested for association using Spearman’s rank correlation. On the descriptive side, Product, Place, and Promotion were all rated effective, Price came out fairly effective, and overall D2C performance was rated effective, with Product scoring highest. The correlation results tell a different story: only Promotion showed a significant positive link to D2C effectiveness (? = 0.424, p = 0.013), whereas Product (? = 0.288, p = 0.099), Price (? = 0.067, p = 0.706), and Place (? = 0.291, p = 0.095) did not reach significance. In short, what appears to move the needle for D2C success here is not product quality, pricing, or location, but how well promotion is handled.Keywords: Direct-to-Consumer, 4P marketing mix, melon agrotourism, Spearman rank correlation
Willingness to Pay for Leaf-Litter-Based Organic Fertilizer (Komsah) among Rice Farmers in Karanganyar Regency, Indonesia Prasetyo, Agung; Haryuni; Setyaningrum, Ezra; Hartoni, Farhan Adrian Farid; Damayanti, Adhisty Puri; Permatasari, Dewi Rahmawati Intan
Journal of Rural and Urban Community Studies Vol 4 No 2 (2026): August
Publisher : Agribusiness Department, Agriculture Faculty, Tunas Pembangunan University, Surakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36728/jrucs.v4i2.7225

Abstract

The growing need for sustainable rice production has encouraged the use of organic fertilizers, yet farmer adoption is often constrained by perceived costs and practical considerations. This study estimated rice farmers’ willingness to pay (WTP) for Komsah, a leaf-litter-based organic fertilizer, and examined the association between WTP and five willingness-to-pay indicators in Karanganyar Regency, Indonesia. A quantitative descriptive approach was employed involving 41 rice farmers who had used Komsah for at least two planting seasons. WTP was estimated using the Contingent Valuation Method (CVM) with a bidding game technique, while relationships between WTP and five indicators (relative advantage, complexity, compatibility, ease of use, and outcome benefits) were analyzed using Spearman’s rank correlation. The results showed that the average WTP was IDR 72,561 per 20 kg, exceeding the prevailing market price of IDR 65,000, with 61% of farmers willing to pay above the current price. Relative advantage was positively and significantly correlated with WTP (? = 0.401; p = 0.009), whereas complexity showed a significant negative correlation (? = -0.322; p = 0.040). Compatibility, ease of use, and outcome benefits were not significantly correlated with WTP. These findings suggest that strengthening farmers’ recognition of Komsah’s advantages and simplifying its application may increase their willingness to pay and support wider adoption.

Page 5 of 5 | Total Record : 44

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