Agripreneur : Jurnal Pertanian Agribisnis

PERUMUSAN STRATEGI PEMASARAN WEDANG SECANG INSTAN “MAGNOER” DENGAN PENDEKATAN SOAR

Rasya Aulia Rahmah, Nur Rohmah Lufti A'yuni, Rika Nalinda — Mon, 30 Jun 2025 00:00:00 +0000

This study aims to formulate a marketing strategy for the product "Magnoer" Instant Secang Herbal Drink produced by Taruna Agro Nusantara MSME using the SOAR (Strengths, Opportunities, Aspirations, and Results) analysis method. The SOAR approach was selected for its emphasis on leveraging internal strengths and external opportunities to achieve strategic growth and business aspirations. Data were collected through interviews, focus group discussions (FGD), and questionnaires involving 100 respondents, determined using the Lemeshow formula. The findings revealed key internal strengths such as high-quality raw materials, PIRT certification, and affordable pricing. External opportunities included the growing trend of a healthy lifestyle and the strategic location of Yogyakarta as a tourist destination. The resulting strategies include building strong product branding, developing innovative products, expanding distribution channels, and utilizing digital marketing. The IE matrix analysis placed the company in quadrant I, indicating a need for a “grow and build” strategy. By implementing the SOAR-based strategy, the MSME is expected to enhance competitiveness and sustainably expand its market.

PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN MINI RESTO DEWE FRIED CHIKEN (DFC) DI KABUPATEN SORONG

Fernandy L. Gunawan Syah, Hendra Sudirman, Sitti Hadija Samual — Mon, 30 Jun 2025 00:00:00 +0000

Bisnis di bidang kuliner terutama makanan cepat saji sangat menjamur di beberapa tempat, salah satu bisnis tersebut adalah mini resto Dewe Fried Chiken (DFC). Dalam kurun waktu tertentu mini resto DFC sangat di sukai dan diminati banyak pembeli dengan berbagai kalangan usia. Mini resto Dewe Fried Chiken (DFC) meski sudah menjamur pada tujuh lokasi yang strategis akan tetapi muncul sebuah ancaman dengan munculnya kompetitor di bisnis serupa, hal ini yang menjadi tantangan agar bisnis DFC tetap eksis bersaing dengan kompetitor yang melakukan banyak terobosan. Tujuan penelitian (1) menganalisis pengaruh kualitas pelayanan secara individu terhadap loyalitas pelanggan (2) menganalisis pengaruh kepuasan pelanggan secara individu terhadap loyalitas pelanggan (3) menganalisis pengaruh kualitas pelayanan dan kepuasan pelanggan secara bersama-sama terhadap loyalitas pelanggan. Teknik penelitian ini melibatkan non-probability sampling, peneliti menggunakan teknik penelitian ini atas dasar estimasi keterbatasan Sumber daya meliputi waktu dan biaya. Teknik pengambilan sampel dalam penelitian ini menggunakan Accidental sampling sebagai metode pengambilan quesioner. Hasil uji PLS-SEM (1) kualitas pelayanan memiliki pengaruh nilai positif terhadap loyalitas pelanggan sebesar 0,373. (2) kepuasan pelanggan memiliki pengaruh nilai positif lebih kuat sebesar 0,466. (3) Secara bersama-sama memiliki pengaruh nilai positif terhadap loyalitas pelanggan sebesar 0,564.

ANALISIS NILAI TAMBAH DAN PEMASARAN PRODUK UMKM BANDENG PRESTO SHANUM 86 KIARACONDONG, BANDUNG

Junianto Junianto, Meyla Puspita, Hilda Arnessa, Alliya Syah, Muhammad Bazri — Mon, 30 Jun 2025 00:00:00 +0000

Micro, Small and Medium Enterprises (MSMEs) play an important role in increasing the added value of products and absorbing labor. One of the MSMEs engaged in milkfish processing in Bandung is Bandeng Presto Shanum 86, which has been operating since 2022 and utilizes various digital platforms in its marketing. This study aims to analyze the added value and marketing characteristics of the Shanum 86 Presto Milkfish product. The method used in the study is the survey method. The research parameters are the analysis of the added value of milkfish processed into presto milkfish. Other parameters are the marketing characteristics of presto milkfish products which include marketing design, product design, price design, promotion design, distribution/location design, and consumer analysis. Data were obtained by interviewing presto milkfish business owners. Data related to added value were analyzed using the Hayami method. Data related to marketing characteristics were analyzed descriptively. The results of the study showed that the added value ratio of milkfish processed into presto milkfish carried out by UMKM Presto Shanum 86 was 23.46%, categorized as moderate. The target consumers are the middle to upper market, especially families, traditional culinary lovers, resellers, as well as employees, and students. Marketing challenges include limited access for consumers who rely on physical stores, but opportunities are open with the expansion of the reseller network and increased digital marketing. The competitive advantage of Shanum 86 Presto Milkfish lies in its soft bones, distinctive taste, and shrimp paste chili sauce. Marketing design focuses on product design, price, promotion, and distribution.

A STUDY OF THE IMPACT OF IMPLEMENTING AN INNOVATIVE APPROACH-BASED VEGETABLE CULTIVATION PROGRAMME WITH THE USE OF IOT-BASED SMART FARMING TECHNOLOGY ON INCREASING THE WORK PRODUCTIVITY OF FARM WOMEN GROUP MEMBERS

Susridar Susridar, Nur Khasanah, Gayatri Pangestu — Mon, 30 Jun 2025 00:00:00 +0000

Farmer groups often face various obstacles in the production process, one of which is low labour productivity. This low productivity can lead to a waste of resources, which in turn has an impact on reducing profits. In response to these problems, PIKMa Universitas Putra Bangsa initiated a program entitled Innovative Approaches to Vegetable Cultivation with the Utilisation of IoT-Based Smart Farming Technology aimed at the Women Farmers Group in Jatimulyo Village. This programme was submitted as part of the PPK ORMAWA activity funded by DIKTI. In order for the implementation of the programme to run optimally and the use of government funds not to be wasted, a comprehensive evaluation of the impact of the programme is needed. This study aims to assess the effect of an innovative vegetable cultivation programme based on smart farming technology on increasing the work productivity of the Women Farmers Group in Jatimulyo Village, Alian District. All members of the women's farmer group in the village were sampled. Primary data were collected and analysed using the simple linear regression method, after first conducting validity and reliability testing. The results showed that the IoT-based smart farming programme had a significant effect on increasing labour productivity in the target group.

EVALUASI PROSES PRODUKSI IKAN CAKALANG ASAP (FUFU): KAJIAN TEKNOLOGI DAN DINAMIKA SOSIAL EKONOMI PEDESAAN DI DESA TAMBALA KAMPUNG BARU KABUPATEN MINAHASA

Arteurt Yoseph Merung, Ellia Manuhutu, Stella Maria Paendong — Mon, 30 Jun 2025 00:00:00 +0000

Skipjack tuna (Katsuwonus Pelamis) is one of Indonesia’s leading fishery commodities with high economic value. However, due to its perishable nature, poper processing methods are required to extend its shelt life and increase added value. This study aims to evaluate the production process of smoked Skipjack tuna (fufu) in tambala village, Minahasa by examining technological aspects and the socio-economic dynamic of bussines actors. The research method is a quantitative approach, incorporating value-added analysis using the Hayami method and Swot Analysis. The research finding indicate that the effectiveness of smoking in the processing of smoked Skipjack tuna (fufu) is optimized at a smoking temperature of 80^o – 100^oC, wicth enhances both the shelf life and sensory quality of the product. Proper smoking effectiveness enables the production of split smoked Skipjack tuna (fufu) a value-added ratio of 25,70% (moderate category), which is higher than the whole smoked Skipjack tuna (fufu), which has only 13,15% (low category). The main challenges is this business include limited capital, raw material supply contrants, lack of innovation, and insufficient digital marketing. Swot analysis show that this business has strengths in its strategic location and low production cost, as well as opportunities for increasing marked demand. However, threats such as competition from similar products and fluctuation in raw material prices also exist. The implication of this research include strategies for increasing added value, strengthening supply chains, accelerating digital marketing, development human resources and business and business regeneration, as well as policy recommendation and government support in terms of financial assistance and technology development.

ANALISIS KEPUASAN PENGUNJUNG PADA EDUWISATA TAMAN JAMU NATURINDO

Mega Amalia Medityah, Novia Aristi Rahayu, Rika Nalinda, Ilham Veda Reswara — Mon, 30 Jun 2025 00:00:00 +0000

Jamu merupakan salah satu warisan budaya Indonesia yang memiliki nilai kesehatan dan kearifan lokal yang tinggi. Eduwisata menjadi strategi potensial dalam memperkenalkan, melestarikan, dan meregenerasikan minat masyarakat terhadap jamu secara edukatif. Penelitian bertujuan mengkaji kepuasan pengunjung terhadap objek Eduwisata Taman Jamu Naturindo yang dikelola oleh PT Naturindo Fresh. Dengan metode deskriptif kuantitatif, data primer dikumpulkan melalui kuesioner dari 91 responden dan dianalisis menggunakan Customer Satisfaction Index (CSI) dan Importance Performance Analysis (IPA). Nilai CSI sebesar 89,64% menunjukkan bahwa pengunjung merasa sangat puas. Berdasarkan analisis IPA, sebagian besar atribut berada dalam Kuadran B (dipertahankan), sedangkan atribut dalam Kuadran A, seperti kondisi jalan menuju lokasi (C1), akses internet (B13), kebersihan toilet (B7), dan ketersediaan tempat sampah (B12), perlu menjadi prioritas perbaikan. Faktor utama yang memengaruhi kepuasan meliputi keragaman tanaman obat, keramahan pemandu, dan kebersihan fasilitas umum. Temuan ini diharapkan dapat mendukung strategi pengembangan berkelanjutan dalam meningkatkan kualitas Eduwisata Taman Jamu Naturindo, sekaligus menjadi dasar perumusan standar pelayanan minimum bagi destinasi eduwisata berbasis budaya lokal lainnya di Indonesia.

PERKEMBANGAN MODEL PEMBIAYAAN AGRIBISNIS: PERSPEKTIF SEJARAH DAN IMPLIKASI BAGI MANAJEMEN KEUANGAN SAAT INI

Nugra Irianta Denashurya, Eko Wahyu Junaidi, Singgih Tiwut Atmojo — Mon, 30 Jun 2025 00:00:00 +0000

Penelitian ini bertujuan menganalisis perkembangan model pembiayaan agribisnis dari perspektif historis serta implikasinya terhadap manajemen keuangan. Model pembiayaan agribisnis telah mengalami evolusi dari sistem tradisional berbasis komunitas menuju model berbasis teknologi finansial (fintech) yang lebih inklusif dan fleksibel. Faktor utama yang mendorong perubahan ini meliputi kebijakan ekonomi, perkembangan teknologi keuangan, serta globalisasi pasar. Digitalisasi dalam pembiayaan agribisnis meningkatkan akses modal, namun juga menghadirkan tantangan seperti regulasi, keamanan data, dan literasi keuangan. Dengan pendekatan kualitatif yang menggabungkan studi sejarah dan analisis deskriptif, penelitian ini menemukan bahwa kombinasi pembiayaan konvensional dan digital mampu menciptakan sistem pembiayaan yang adaptif dan berkelanjutan. Oleh karena itu, strategi manajemen keuangan yang fleksibel diperlukan agar pelaku agribisnis dapat memanfaatkan berbagai sumber pembiayaan secara optimal.

FEASIBILITY ANALYSIS OF ARABICA COFFEE BUSINESS IN MAJU BERSAMA PLANTATION GROUP, BOMOMANI VILLAGE, DOGIYAI REGENCY, CENTRAL PAPUA PROVINCE

Natan Tebai, Tirta Yoga, Arief Joko Saputro, Petronela Hra — Mon, 30 Jun 2025 00:00:00 +0000

This study aims to assess the profitability and operational effectiveness of Arabica coffee (Coffea arabica) cultivation managed by the Maju Bersama Plantation Group in Bomomani Village, Mapia Subdistrict, Dogiyai District, Central Papua. The study was conducted over the course of one month employing a quantitative method through field-based surveys. The collected data were assessed using key indicators, including production costs, income, net profit, and the revenue-to-cost (R/C) ratio. The results show that the total cost of cultivation for one production cycle was Rp. 14,150,000, with a total revenue of Rp.80,000,000, resulting in a net profit of Rp.65,850,000. An R/C ratio of 5.6 indicates that Arabica coffee cultivation is a promising and sustainable economic opportunity for the local community. The study recommends further development by enhancing farmers’ institutional capacity and integrating technological support and government policy to strengthen the Arabica coffee value chain in the Central Papua region.

ANALISIS PEMASARAN KOPI BUBUK DI DESA LAKMARAS KECAMATAN LAMAKNEN SELATAN KABUPATEN BELU

Mon, 30 Jun 2025 00:00:00 +0000

This study aims to analyze marketing channels, marketing functions, marketing margins, and marketing profits of ground coffee in Lakmaras Village, Lamaknen Selatan District, Belu Regency. The method used in this study is a descriptive method with a quantitative and qualitative approach. Data were obtained through interviews, observations, and questionnaires with coffee farmers and business actors in the village. The results of the study indicate that there are three main marketing channels for ground coffee in Lakmaras Village, namely (1) farmers–Bumdes–consumers, (2) Bumdes–contractors–consumers, and (3) Bumdes–contractors–retailers–consumers. Marketing functions include exchange, physical, and provision of facilities involving various marketing institutions in the ground coffee distribution chain. The highest marketing margin occurs in longer marketing channels, while the lowest marketing margin occurs in direct channels from farmers to consumers through Bumdes. This study also found that marketing efficiency can be increased by shortening the distribution chain and strengthening the role of Bumdes in marketing ground coffee. With marketing optimization, it is expected that coffee farmers in Lakmaras Village can gain greater profits and increase the competitiveness of local ground coffee products.

COMPETITIVENESS AND INFLUENCING FACTORS INDONESIAN COCOA BEAN EXPORTS IN THE INTERNATIONAL MARKET

Jernih Wati Waruwu, Endang Sari Simanullang — Mon, 30 Jun 2025 00:00:00 +0000

Indonesia is known as an agricultural country. This is because the majority of Indonesia's population lives in rural areas and works in the agricultural sector. Indonesia is one of the countries that participates in international trade. This research aims to 1) analyse the competitiveness of Indonesian cocoa bean exports in the international market, 2) analyse the factors that influence the value of Indonesian cocoa bean exports in the international market. This research has 5 destination countries, namely Malaysia, Belgium, Singapore, India and the United States. The research method used to analyse competitiveness is Revealed Comparative Advantage (RCA) which is used to determine dynamic competitive performance or not. Meanwhile, in analysing the factors that influence the value of Indonesian cocoa bean exports, an analysis method using panel data regression was used using Eviews 12 software. The results of this research show that Indonesia has a strong comparative advantage in cocoa bean exports. This is indicated by the average RCA value being greater than 1 for all destination countries. Meanwhile, the factors that influence cocoa bean exports with production variables and export prices significantly have a positive effect on the value of Indonesian cocoa bean exports on the international market. The Rupiah Exchange Rate and GDP variables have a negative influence on the value of Indonesian cocoa bean exports on the international market, but the significance of the influence needs to be studied in more depth.