POTENSI RITEL PANGAN BERBASIS PERDAGANGAN DIGITAL DENGAN MEMAHAMI PERILAKU KONSUMEN: PERSPEKTIF PELAKU AGRIBISNIS

Technology development applied to the retail food business, and more consumers accept the online shopping modes for daily needs become some of the factors supporting the development of digitally based food retail. However, the development of the digitally based food retail industry in Indonesia could be considered as still in an early development stage of digitalization. This requires further understanding of the market and marketing potential based on understanding consumer behaviour to see the opportunity for developing digital-based food retail. This research aims to explore the knowledge of the agribusiness actors involved in digitally based food retail about consumer behaviour that has potential for business and marketing development, specifically the small and medium scale businesses. An inductive approach was applied for this research using in-depth interviews with agribusiness actors in West Java and Jakarta that use the digital retail channel for the business. The study found consumer behaviour that can potentially support food retail with digital-based in Indonesia is related to social, cultural, and consumer habitual aspects. These factors comprise the changes in consumer shopping habits, cooking and food consumption habits, food-related lifestyle, communication and interaction modes, the potential of women and urban consumers, and the increasing trend of healthy food consumption. This research contributes to consumer behaviour for food shopping through online channels, and digitally based food retail transformation, and practically for agribusiness actors on developing strategic and effective marketing for promoting food products in this digital era

Value co-creation through digital technology in developing economies : reflections from Indonesian agri-food E-commerce chain

PhD ThesisValue co-creation (VCC) has supported the expansion of research in marketing by embracing service innovation within the digital-driven era. However, a small number of studies provide a comprehensive examination of VCC through digital technology from the perspective of multiple local market actors at developing economies at the bottom of the pyramid (BOP) market. This research explores the role of digital commerce in VCC with the empirical focus on the Indonesian horticulture industry, moving towards e-commerce for marketing innovation. This research aims to: (1) explore VCC manifestation within the local BOP market, (2) discover the role of e-commerce in the exchange process of co-creation at the local BOP market, (3) explore the dimensions of VCC of engagement amongst the local e-commerce supply chain actors of BOP, and (4) investigate the causes and effects of customer engagement to VCC of using e-commerce in this marketplace. This research adopted a mixed-method approach of qualitative semi-structured interviews and a quantitative survey. VCC identified as occurring in a newly emerging e-commerce marketing channel via the interaction amongst channel members. Inclusive, collaborative, and empowerment ideology contribute to market scripting scenario by local entrepreneurs who identify as ‘socio-entrepreneurs’. This research argues that the exchange logic underpinning this new transformative business approach of digitally enabled VCC in local BOP markets is akin to a ‘social justice logic’. For consumers, digital technologies create online ‘consumption communities’ where information is exchanged concerning product provenance and food preparation opportunities supporting online purchases and innovation in value chain ‘pull’ strategies. The research indicates that customer VCC behaviour was influenced by the significant effects of customer-related VCC resources of social expertise and openness, customer motivation, and its effects on value-in-use, willingness-to-engage, positive emotions, and behavioural intentions. Finally, the results highlight the moderating role of customer age and the length of engagement in VCC processes on these relationships.Indonesia Endowment Fund for Education (LPDP

PREMIUM FRESH PRODUCE MARKETING SUCCESS FACTORS THROUGH PRODUCT QUALITY DIMENSIONS AS CUSTOMER DRIVING FORCES: A CASE STUDY OF FRUIT SPECIALTY STORE PRODUCT DISPLAY OPTIMIZATION IN BANDUNG

This study try to give a new insight of how fresh fruit specialty store utilize product quality as their business success strategy and drive the customer to give concern on premium product that offers at store.The study apply qualitative method with case study research design. Since the study propose to elaborate and determine the existing phenomena, the application of descriptive research design used to describe comprehensive insight of fresh fruit product quality dimensions provision in specialty store and its distribution mapping along with marketing product strategy of premium apple fruit. Data obtained through direct interview to key informants from specialty store managements who have role to the provision and marketing of premium fresh apple in the store with judgmental sampling technique along with observation that used as primary data of the study. The study found that product supply on premium fresh apple that imported from China to Indonesia and sold at fruit specialty store based on distribution and supply chain description can be seen as structured market format with horizontal supply chain type of short food supply chains (SFSCs).Keywords: premium fresh produce marketing, business success strategy, fruit specialty store product display optimization in Bandun

MARKETING COMMUNICATION INNOVATION OF FRESH FRUIT AND VEGETABLES (FFV) MODERN RETAIL LOCAL SUPPLIER: COMPETITIVENESS OF SMALL HOLDER TO ENTER MODERN RETAIL

Modern retail rapid development is an opportunity for fruit and vegetable farmers to fulfill consumerretail business demand. This research give an insight of how marketing communication innovation suggested forlocal FFV supplier in order to enter modern retail by concerning their competitiveness through modern retailpoint of view and adjusted with modern retail marketing decision. It applies qualitative design through casestudy at Retail XYZ Group. The main FFV supplier criteria appointed by the company are supplier price productoffering, product quantity, quality and continuity. Overall, almost all of local FFV supplier marketing criteria isperceived worst than importer in terms of durability, quantity, service level, after post harvest handling, R&D, andcommodity attribute. An incremental marketing communication innovation could be done via direct partnershipwith small holders who are able to meet retail FFV requirements in commodity quantity, quality, continuity, postharvest handling, durability, research and development facility, product sourcing and availability throughoutseason, and deliver service excellent. This is an opportunity for the small holder to build a long term relationshipmarketing with modern retail

E-Health Literacy and Adherence to Health Protocols Among Self-Quarantined Patients with COVID-19 in a Sub-district in West Java

During the Coronavirus Disease-2019 (COVID-19) pandemic, valid information was crucial and electronic health literacy (EHL) plays a significant role in public adherence to health protocols. This study aimed to evaluate the pattern of COVID-19 information-seeking, and the association between EHL, COVID-19 knowledge, and health protocol adherence among patients with COVID-19 during self-quarantine. Data were collected through an online survey sent to self-quarantined COVID-19 patients during March – December 2020 in a sub-district in West Java. Spearman tests were used to evaluate the relationship between EHL with COVID-19 knowledge, and EHL with health protocol adherence. There were 56 respondents with more than half being female (58.9%), university graduates (64.3%) and having good health status level (57.1%). Social media were the commonest online sources. During self-isolation, the frequency of Internet use increased (i.e., every day) with information on vitamins and supplements as the most commonly searched. Respondents had high scores on EHL (mean= 20.0), knowledge (mean = 8.89/10, SD = 1.796), and adherence (mean = 26.98/30, SD = 3.066). This study found significant relationships between EHL and knowledge (p-value = 0.001, r = 0.436), and the adherence (p-value = 0.011, r = 0.339). In conclusion, EHL had a modest influence on COVID-19 knowledge and minor relationship with adherence to health protocols among self-quarantined patients with COVID-19

PENINGKATAN PEMASARAN SUSU KEDELAI BUBUK MELALUI STRATEGI BAURAN: Studi Kasus Pada Pabrik Susu Kedelai Kadungora di Desa Kadungora, Kecamatan Kadungora, Kabupaten Garut

Susu kedelai sebagai alternatif pilihan pemenuhan kebutuhan susu bagi masyarakat sebagai pengganti susu sapi belum tersosialisasi dengan baik. Pabrik Susu Kedelai Kadungora dalam pengembangan usahanya melakukan strategi integrasi ke depan dan strategi penetrasi pasar. Strategi tersebut dapat dilakukan dengan cara mempertahankan kualitas produk dan tingkat harga, memperbaiki sistem kerja sama dengan agen distributor, mengangkat tenaga penjual dalam perusahaan, mengorganisasi tugas dan wewenang staf manajemen perusahaan lebih spesifik dan segera mendapatkan investor baru. Selain itu, perusahaan perlu melakukan strategi perbaikan manajemen organisasi perusahaan terutama yang berkaitan dengan jalinan kerja dengan investor atau menggunakan jasa perbankan untuk menyelesaikan masalah keuangan yang berdampak negatif pada sistem pemasaran produk

FACTORS DETERMINING BUYER-SELLER RELATIONSHIPS: EMPIRICAL RESULTS FROM AN AGRIBUSINESS PERSPECTIVE

Continuous development of the Indonesian agri-food retail in the past decades has shown an evolutionary way on how the buyer and seller build their interaction during the exchange transaction process. It shows the significance of beneficial buyer-seller relationships in the shifting from traditional food retailing model to modern food retailing model, including in developing economy context. The study aims to investigate the factors affecting the buyer-seller relationship concept to access the modern market from the farmer producer perspective in the setting of an emerging market. This study surveyed 75 respondents of vegetable farmer group members located in a vegetable cluster in West Java, Indonesia. An explanatory quantitative method with Confirmatory Factor Analysis (CFA)was used for the data analysis. The findings verified four primary factors that can explain the B2B buyer-seller relationship of farmers deciding to partner with modern retailers such as supermarkets, which consists of trust, loyalty, relationship commitment, and business communication. The findings propose a further understanding related to the factors that influence the buyer-seller inter-relationships in the B2B context of the agriculture sector

MOTIVASI, PENGETAHUAN, DAN SIKAP KONSUMEN TERHADAP ATRIBUT KOMODITAS APEL LOKAL DAN APEL IMPOR: STUDI KASUS PADA KONSUMEN BUAH APEL LOKAL DAN APEL IMPOR DI WILAYAH KOTA BANDUNG

Buah apel sebagai salah satu jenis buah favorit masyarakat, sehingga pasar domestik banyak dibanjiri oleh apel impor. Kondisi fisik buah apel sebagai bagian dari atribut produk dan perilaku psikologis diantaranya motivasi, pengetahuan, dan sikap konsumen diduga mempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk memperoleh skor dan kajian tentang motivasi, pengetahuan, dan sikap konsumen terhadap buah apel lokal dan impor di wilayah Kota Bandung. Metode penelitian yang digunakan adalah survei deskripstif dengan responden konsumen buah apel. Hasil penelitian menunjukkan bahwa motivasi utama konsumen untuk membeli buah apel lokal dan impor adalah (1) faktor kebutuhan gizi, yang berarti faktor fisiologis merupakan faktor yang paling besar memotivasi konsumen untuk membeli apel; (2) pengetahuan konsumen tentang atribut produk yang paling tinggi baik untuk buah apel lokal maupun apel impor adalah faktor kesegaran buah yang artinya konsumen memiliki pengetahuan yang cukup tinggi mengenai kondisi kesegaran yang dimiliki buah apel; sementara itu, (3) sikap konsumen yang paling tinggi dalam keputusan pembelian buah apel impor adalah warna buah apel impor yang menarik, sedangkan untuk buah apel lokal adalah faktor kesegarannya yang dianggap baik

Sikap Konsumen terhadap Atribut Produk untuk Mengukur Daya Saing Produk Jeruk

This research aim is to discover Indonesian local orange competitiveness in Bandung City market based on consumer point of view through the comparison of consumer attitude on local orange and import orange product attribute. By applying descriptive survei method with quantitative data, this research employs 84 respondents, which is orange consumer in Bandung City. Consumer attitude model which apply in this research was being adapt for agribusiness product especially for orange. Consumers in Bandung City have a certain view that import orange is more supreme in almost every produt attribute dimension rather than local orange. Except for water content attribute, consumers think that local orange has water content as much as import orange. Consumers attitude towards import orange were a better flavor fragrance, a fresher, a better shape and color, a bigger size, a sweeter taste, and the last is it is cheaper than local orange. From this research it show that local orange competitiveness is still beneath import orange based on consumer view. This is a threat for local orange so that it necessary to make action plan from all the stakeholder which involve in local orange to increase the product quality standard of local orange to fullfil consumer needs and wants on local orange

MODEL PEMASARAN BUSINESS-TO-BUSINESS DAN JARINGAN NILAI PRODUK AGROINDUSTRI OLAHAN TEBU MOLASSES

The study objectives were to discover the differences between marketing relationships in companies performing marketing transactional and relational marketing for molasses product trading companies, as well as elaborating the value network conducted by molasses marketer. The data was obtained from the interview with the stakeholders who conduct relationship marketing with molasses trading company and its business partners in Indonesia. The analysis utilized Mann-Whitney test analysis and value network with holo-mapping. The results revealed that there were some differences between companies performing marketing transactional and companies performing marketing relational in terms of power distance variables, social orientation, and uncertainty avoidance. Meanwhile, there was no difference found in masculinity-femininity factor. Value network illustration by looking at the value exchanged among each stakeholder on molasses business from products and services that generate revenues. Keywords: relational marketing, performing marketin