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All Journal Agroindustrial Journal
Suharno Suharno
Universitas Gadjah Mada
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Engineering Industrial & Manufacturing Engineering Social Sciences

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The Impact of Consumer Behavior and Marketing Mix on the Decision to Buy Coffee at Coffee Shops in the Sleman Region During the Covid-19 Pandemic Alif Madya Bagas Wicaksana; Suharno Suharno; Wahyu Supartono
Agroindustrial Journal Vol 8, No 1 (2021)
Publisher : APTA and DTIP FTP UGM

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1518.714 KB) | DOI: 10.22146/aij.v8i1.73543

Abstract

Coffee consumption in Indonesia has increased significantly with the increase in coffee shops. According to data obtained from the data books in 2020, coffee consumption has increased by nearly 400,000 tons. The increasing number of coffee shops in Indonesia, particularly the Sleman Regency is due to the pandemic and changes in consumer behavior. Therefore, the purpose of this research was to determine the impact of consumer behavior on the purchasing decisions at Coffee Shops based on the personal, social, psychological, and cultural factors as well as the marketing mix and its improvement during the pandemic. In this research, 10 local coffee shops in the Sleman regency were used and consumers between the ages of 17 and 27 years who had purchased coffee drink products and made transactions in the past six months were selected. The respondents comprised 157 people, and the analysis was carried out using two methods: Partial Least Square Structural Equation Modelling (PLS-SEM) and Importance Performance Analysis (IPA). PLS-SEM was used to analyze the relationship between consumer behavior factors and purchasing decisions while the IPA method was used to analyze the most effective marketing mix during the pandemic. According to the result, the factors that influence the decision to purchase coffee are the psychological factors and marketing mix while personal, cultural, and social factors had no significant effect on the coffee purchasing decisions during the pandemic. Consequently, the marketing mix that needs to be focused on is price adjustment on the drink purchased.
Development of Sago Analog Rice with The Addition of Glucomannan Flour Using Value Engineering Method Yanuarga Lalita Dwiutami; Suharno Suharno; Mohammad Affan Fajar Falah
Agroindustrial Journal Vol 10, No 1 (2023)
Publisher : APTA and DTIP FTP UGM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/aij.v10i1.88339

Abstract

Analog rice is an imitation of rice made with non-rice ingredients such as tubers and cereals as an alternative healthy food. However, the existence of analog rice has not been fully known and accepted by the public due to a lack of knowledge. The physical characteristics of analog rice do not resemble paddy rice and still have several attributes that interfere with consumer acceptance. Adding glucomannan to make analog rice is expected to improve product attributes. This study aims to determine the priority of product development attributes and produce analog rice with the best concept through high value. The method used in this product development is value engineering, which has five steps: information, creativity, analysis, development, and recommendation steps. The best concept for analogs is rice made from sago with an additional composition of 0.07 gram glucomannan flour and 7 ml pandan essence oil. Sago analog rice with 0.07 grams of glucomannan and 7 ml pandan essence oil has 83.74% carbohydrate, 3.02% fat, 4.53% protein, 8.15% water content, and 0.55% ash content. 
Co-Authors Alif Madya Bagas Wicaksana Mohammad Affan Fajar Falah Wahyu Supartono Yanuarga Lalita Dwiutami