VEGETABLE CULTIVATION IN LIMITED LAND USING HYDROPONIC SYSTEM

This training is an activity related to the economic empowerment of the community through the development of limited cultivation of vegetable crops using a hydroponic system. Counseling and Training on the use of hydroponic farming methods through residents of Anggadita villages will help them know how to grow vegetables by using the system to improve community welfare. For this reason, training activity will assist in the cultivation of vegetables using the system and will be able to become an example in the cultivation of hydroponic vegetable plants. Apart from being beneficial for themselves, this behavior will at least help reduce the economic burden of the family, especially for the fulfillment of healthy vegetables by utilizing the limited land. The expected output can be realized from this activity is the development of knowledge on how to grow hydroponics in the residents of the Anggadita villages, the formation of a social care group hydroponics in the Mitra village that can increase the awareness of the community members in the cultivation of hydroponic plants

FACTOR AFFECTING BUSINESS SUSTAINABILITY OF SMALL AND MEDIUM COFFEE SHOP

Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi keberlangsungan kedai kopi bagi usaha kecil dan menengah (UKM) di Bogor. Jumlah kedai kopi mencapai lebih dari 90 gerai pada tahun 2019 dan banyak diantara mereka yang terpaksa menutup usahanya pada tahun berikutnya. Hal ini disebabkan oleh ketidakmampuan dari kedai kopi mandiri untuk memiliki sistem operasional yang baik. Faktor-faktor yang diamati dalam penelitian ini adalah manajerial, pelayanan, produk, ukuran perusahaan, dan lingkungan. Metode yang digunakan dalam penelitian ini adalah pengambilan data dengan menggunakan kuesioner dan wawancara. Responden terdiri atas 65 pengelola dan pemilik warung kopi mandiri di Bogor yang telah berumur lebih dari 1 tahun. Data yang telah diperoleh diolah menggunakan SEM PLS. Hasil penelitian ini menunjukkan bahwa manajerial, produk, dan layanan merupakan faktor yang secara signifikan mempengaruhi keberlangsungan usaha warung kopi mandiri secara positif. Sementara itu faktor ukuran perusahaan dan lingkungan tidak berpengaruh terhadap keberlanjutan dari kedai kopi mandiri. Selain itu diketahui dari penelitian ini bahwa faktor servis memediasi hubungan antara manajerial dan keberlanjutan secara signifikan dan positif. Dari sisi konsumen, pemilik harus memberikan pengalaman yang baik kepada konsumen agar konsumen dapat mencapai kepuasan. Kata kunci: bisnis UKM, faktor internal, keberlanjutan, kedai kopi mandiri, SEM PL

Model of Forming Purchase Intention For Skincare Products Through Tiktok Social Media With Theory of Planned Behavior Analysis

Background: Currently TikTok has become the most widely used social media application for online shopping, with beauty products securing the second position as the most frequently purchased category by consumers through social media platforms.Purpose: The aim of this research are to analyze the influence of content marketing, perceived value, and perceived risk on the Theory of Planned Behavior, and the model for forming the intention to purchase skincare products through the TikTok social media platform using the Theory of Planned Behavior.Design/methodology/approach: The data processing techniques used in this research are descriptive analysis and Structural Equation Model(SEM) analysis.Findings/Result: The research results indicate that the highest percentage in the content marketing variable is found in on brand, perceived value in hedonic value, perceived risk in product risk, attitude in safety, subjective norms in content creator/affiliator, and perceived behavioral control in convenience.Conclusion: Attitudes, subjective norms, and perceived behavioral control have a significant effect on the intention to purchase skincare products throughTikTok. Content marketing, perceived value, and perceived risk significantly affect attitudes. Content marketing significantly influences subjective norms, and perceived behavioral control is only influenced by perceived value.Originality/value (State of the art): In this study, purchase intention is viewed through content marketing (credible, shareable, useful or fun, interesting, relevant, different, and on-brand), perceived value (utilitarian value, hedonic value, and social value), perceived risk (transaction risk, delivery risk, and product risk), and based on the theory of planned behavior (attitude, subjective norms, and perceived behavioral control). This combination of theories is tested using SEM PLS to understand how consumers develop the intention to buy skincare products through TikTok Shop. Keywords: content marketing, perceived risk, perceived value, purchase intention, theory of planned behavio

Faktor-faktor yang Memengaruhi Niat Beli Ulang Sayuran Melalui Platform E-Commerce di Jabodetabek

This study analyzes the factors that influence the buying intention of vegetables through e-commerce platforms in Jabodetabek through the variables of perceived ease of use, perceived usefulness, trust, attitude and satisfaction, formulates managerial implications and marketing strategies to increase consumer repurchase intention. This study involved 153 respondents who were selected by convenience sampling technique. Data were collected through questionnaires distributed online. The analysis used Structural Equation Modeling (SEM) with LISREL. The results showed that perceived ease of use had a significant effect on perceived usefulness, perceived usefulness and trust had a significant effect on attitude, attitude has a significant effect on satisfaction and satisfaction has a significant effect on repurchase intention. Managerial implications that can be carried out by vegetable entrepreneurs in e-commerce to increase repurchase intention are continuing to carry out strategies that can increase consumer trust and satisfaction. Keywords: repurchase intention, satisfaction, technology acceptance model, theory of reasoned action, vegetable e-commerc

STRATEGI PENINGKATAN KEPUASAN KONSUMEN JAHE SANG JAWARA DI MASA PANDEMI COVID-19 DENGAN PENDEKATAN IMPORTANCE PERFORMANCE ANALYSIS

COVID-19 has major impact on human lives, the presence of this virus has made many people switch into healthy lifestyles. However, Arvan Natural Group, a start-up company which produce instant ginger Sang Jawara has not taken advantage of this opportunity optimally. Therefore, the aim of this research is to evaluate the consumer satisfaction of ginger Sang Jawara in category of product, price, promotion, and service; and formulating strategies to increase consumer satisfaction. Data collection methods used are questionnaires and in-depth interviews with selected respondents. The sampling technique used is purposive sampling with the following criteria, consumers with an age range of 20-60 years, made purchases in the last three months, knowing the promotions and benefits of the products purchased. The number of samples obtained in this study are 42 respondents. The analysis tools used are the Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA). The results of the CSI analysis showed a value of 81.03%. The results of the IPA analysis show that of the 21 measurement attributes, there are 5 attributes that are suggested to experience improvement. The attributes that are in quadrant I (top priority) are the product brand, size variations, colors, and promotional bonuses. The attributes in this quadrant are suggested to be corrected immediately by the company in order to meet the expectations of consumers. Meanwhile, in quadrant III, the attribute whose performance can be improved is special attention (empathy). Keywords: COVID-19, lifestyle, IPA, instant ginger, consumer satisfactio

Business Development Strategy of Instant Ginger Start-Up in The Covid-19 Pandemic

COVID-19 has changed people's lifestyles and transaction behavior. People switch to a healthier lifestyle and use digital marketing for daily transactions. Arvan Natural Group, a start-up company that produces ginger powder, must be able to optimize these opportunities. The increment of a competitor in the health drink sector has even tighter competition. In addition, this company faces several problems regarding raw materials (continuity and quality), product development, and limited channels. Therefore, this study aims to identify existing business models, develop alternative strategies, prioritize business strategies, and build a new business model. The data processing technique thoroughly analyzes BMC, SWOT, IFE/EFE, and QSPM. Experts working in biopharmaceutical research and business give the weights and ratings. IE matrix showed the company's position is in quadrant II (2.92, 3.02). It is categorized as grow and build strategy. Based on QSPM analysis, strategies classified as high urgency and plotting in the new business model are expanding channels (strategic location, reseller system), adding advertisement budget and joining promotion events, and applying for bonus promotion. Besides, there are differentiating products, creating an operational partnership system with farmers, improving marketing content (video), applying the functional structure of human resources, and creating product size variety. Keywords: BMC, digital marketing, lifestyle, QSPM, SWO

Consumer Factors in Choosing Shopping Place in 4.0

Research Purpsoses – With the shipment analysis tool used, the results of this study show that education and income factors determine consumers in deciding where to shop in offline, online retail, or both.Methods – This research method is quantitative, while the sample in this study was conducted with non-probability sampling with the criteria respondents are consumers who have shopped fashion products through online, Respondents are from the age of 17 years. Respondents are those who live around the City of DKI Jakarta. The technique used in this research is purposive sampling method with the number n = 195.Results – In this study it can be concluded that the decision to choose where to shop for fashion products is strongly influenced by age, education, employment and income if the meaning of the output is drawn.Research limitations –In this study the decision of consumers to choose where to shop was influenced by factors of consumer characteristics namely education and income. Recommendations for further research are to use more methodological work and other variables.Originality/value – This research is focus on generations who are consumers, each generation has a different behavior where there is a generation X with an age range > 42 years, Generation Y with ages 21-41 years and Generation Z < 21 years Keywords : Consumer decisions, Demographics, Discriminant analysis.

Marketing Mix, Brand Equity, and Purchase Decisions of Packaged Rice Products

In selling packaged rice products, Perum BULOG needs to implement the right marketing strategy in order to increase the buying interest of prospective consumers. This study aims to analyze factors that affect brand equity and purchasing decisions of packaged rice products. The research design uses a descriptive approach through surveys by disseminating questionnaires online. The research was conducted in September-October 2020 on 270 rice consumers in DKI Jakarta and Bodetabek who were selected using non-probability sampling method through convenience sampling technique. The variables studied in this study were product, price, place, promotion, brand equity, and purchasing decisions. Data analysis method using SEM analysis with Lisrel 8.80 software. The results showed that product, price, place, and promotion had a significant positive influence on brand equity and purchasing decisions. The variables that most influence purchasing decisions are product, place, and brand equity. Based on the results of the study, it can be concluded that product, place, and brand equity are factors that should be a top priority for manufacturers to make improvements and development. In addition, rice products sold using brands and packaging are more attractive to consumers than rice products sold without brands and packaging. In this regard, in addition to the marketing mix strategy, manufacturers must implement brand and packaging strategies well to improve consumer purchasing decisions on their rice products. Keywords: brand equity, marketing mix, packaged rice products, purchase decisions, SE

Faktor-Faktor yang Mempengaruhi Keputusan Dunia Industri dalam Melisensi Teknologi

The Era of globalization requires every country to always improve their technology in order to provide competitiveness products. One of the factors to increase the country’s competitiveness index is by adopting technology by industry through product licence. Indonesian Agency for Agricultural Research and Development (IAARD) is one of the national R&amp;D institutions that have a role to invent a product for society (non commercial) and industry (commercial through product licence). In the past five years (2015-2019), the total of license between IAARD and the industry slowly decreasing. This study aimed to find out industry’s perceived of IAARD’s technology and factors influenced the industrial decision to license IAARD technology. This research was involving 80 respondents from 57 industries as a license partner (2015-2019). Data analysis technique used was top two boxes for descriptive anaylisis and SEMPLS using SmartPLS version 3.0. The result showed that product innovation and perceived risk have a significant effect on industrial decision to license. Product quality and promotion have no significant effect on industrial decision to license

Potential of Vegetable E-Commerce for Empowering Farmers in Indonesia

The Covid-19 pandemic has disrupted the flow of horticultural products from farmers to consumers. It causes the delivery of vegetables to be hampered, especially in Jabodetabek, which is the center of vegetable consumption. Therefore, a new marketing strategy is needed involving e-commerce to meet people's need for vegetables. This study discusses the buying behavior of vegetables through e-commerce in Jabodetabek and analyzes the role of e-commerce platforms to empower farmers in Indonesia. The method used in this research is descriptive qualitative with two data sources, primary data obtained from questionnaires filled out by 153 respondents and secondary data obtained from literature studies. The results showed that 50.33 percent of respondents prefer to shop for vegetables through e-commerce, and 51.63 percent think online vegetable shopping services are better than offline or conventional shopping. The majority of people choose to buy vegetables online through e-commerce because of concerns about the spread of the COVID-19 virus. However, vegetable purchasing behavior is still in the introduction stage. E-commerce plays a role in making it easier for people to get the needs of quality vegetables at competitive prices. Empowering farmers to produce high-quality products is very important in increasing consumer repurchase intentions and improving the welfare of farmers in Indonesia