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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis
Yayat Sukayat
Fakultas Pertanian, Universitas Padjadjaran
Agriculture, Biological Sciences & Forestry

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ANALISIS DESKRIFTIF DAN KETERKAITAN ANTARA KARAKTERISTIK KONSUMEN KOPI DAN FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KOPI (Studi Kasus pada Konsumen Warung Dongeng Kopi Jogja di Yogyakarta) Elly Rasmikayati; Yayat Sukayat; Bobby Rachmat Saefudin
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 9, No 1 (2023): Januari 2023
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v9i1.9595

Abstract

Nowadays, coffee is popular increasingly so that more coffee shops are established. Every business provides services, quality and other factors that vary. This diversity causes high competition increasingly so that the actors of a new business have to understand market segmentation and consumer needs. The objectives of this study are: 1) identifying the characteristics of consumers of coffee and the factors that influence purchasing decisions; (2) determine the relationship of consumer characteristics to the factors that influence consumer decisions in purchasing. This research method uses secondary data and literature studies. The number of samples used in this study is one with a sample size is 68. Analysis tools on consumer characteristics and the factors that influence purchasing decisions using descriptive statistics and on the relationship between characteristics and factors that influence purchasing decisions using cross tabulation analysis and chi square test. The analysis shows that the majority of consumers are male, aged 21-24 years, occupations as students and from Yogyakarta. The most influential factor is the service factor and the least effect is the environmental factor. From the results of the cross-tabulation analysis shows that in general, consumer characteristics namely age, sex, occupation and origin have a relationship to factors that influence purchases such as psychological factors, environment, service, marketing, personal and personality, except that personality factors do not have age related. Moreover, sex and age characteristics has the psychological, service and personality as the important consideration.
Motivasi Pemuda Bekerja Sebagai Petani (Studi Kasus di Kecamatan Rancaekek, Kabupaten Bandung) Decerene Ruth Clarisa; Yayat Sukayat
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 1 (2024): Januari 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i1.13229

Abstract

Rancaekek District still contributes to the rice production and there are still young people who involved in the agricultural sector despite the social change of the growth of industrial areas in the area. The opening of new job opportunities in Rancaekek District doesn’t necessarily make young people change professions, but they still choose to work as farmers. The research aims to find out what motivates young people to choose to work as farmers and what are the reasons underlying their choice rather than working in factories. This study employs a qualitative research design with a case study approach. Data collection using observation techniques, in-depth interviews, and library studies The determination of the research location and participant was carried out purposively. The result of the reaserch show that the main motivation of young people to work as farmers is the economic motivation which is to fulfill life’s need and there are several social motivations the environment and culture where they live, desire to connect with others, desire for increasing the sense of mutual ownership and the need among farmers, the pride of work as a farmer and the desire to live a more prosperous life. As for the reasons of partisipants to work as farmers rather than in factories is influenced by the economic factor, the amount of capital required to work in the factory, as well as the social factor which is the surplus work as the farmer seen from the freedom related to working hours and workloads.
Co-Authors Bobby Rachmat Saefudin Decerene Ruth Clarisa Elly Rasmikayati