Article Per Year (5 Year)
p-Index From 2019 - 2024
0.751
P-Index
This Author published in this journals
All Journal Journal of Agricultural Social and Business
Antik Suprihanti
Universitas Pembangunan Nasional Veteran Yogyakarta
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Social Sciences

Published : 4 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 4 Documents
Search

 1 
Analisis Strategi Pemasaran dan Preferensi Konsumen Pada Erista Griyo Dhahar Di Pakem Sleman Daerah Istimewa Yogyakarta Khasnak Khanifah; Antik Suprihanti; Budiarto Budiarto
Agrisociabus Vol 1, No 2 (2022): Agrisociabus
Publisher : Agribusiness Department, Faculty of Agriculture, UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/asb.v1i2.7935

Abstract

This study aims to (1) analyze internal and external factors on Erista Griyo Dhahar (2) analyze the appropriate marketing strategy on Erista Griyo Dhahar (3) analyze consumer preferences for products, prices, locations, promotions, facilities and services at Erista Griyo Dhahar. The method used in this study is a quantitative research method with a case study approach. The method for determining respondents was purposive and accidental sampling. This study used primary data and secondary data. The method of data collection used were interviews, questionnaires, observation and documentation. Evaluating the instrument with validity and reliability tests. This study used SWOT analysis, QSPM and conjoint analysis. The results showed (1) Erista Griyo Dhahar's internal and external factors include strengths, weaknesses, opportunities and threats. The main strength is the unique flagship product that comes from the telang flower. The main Weakness is that the dining area is an open space and some are not permanent buildings. The main opportunity is to create a restaurant branch with a concept according to the target market. The main threat is there are restaurant competitors with a similar concept. (2) The marketing strategy for Erista Griyo Dhahar was an intensive strategy of intensively promoting via social media. (3) The most considered consumer preference is the price attribute and the most preferred combination of attribute levels is the combination of blue rice packages, low prices, location close to a home, promotions with discounted prices, facilities for a plants store, and responsive services.Keywords : Consumer preference, Conjoint, Marketing strategy, SWOT, QSPM.
ANALISIS STRATEGI PEMASARAN KERIPIK JAMUR TIRAM “KOOTI” PADA PT. ROEBY RUMAH PANGAN SLEMAN DAERAH ISTIMEWA YOGYAKARTA Indah Miranti Rahayu; Nanik Dara Senjawati; Antik Suprihanti
Agrisociabus Vol 1, No 2 (2022): Agrisociabus
Publisher : Agribusiness Department, Faculty of Agriculture, UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/asb.v1i2.7815

Abstract

This study aimed to (1) identify internal and external factors that effect to the marketing of “Kooti” mushroom chips at the Roeby House, (2)analyze the marketing strategy of “Kooti” mushroom chips at Roeby House. The research method used descriptive method. The type of research was case study. Respondents were taken by using purposive sampling method. The data used are primary data and secondary data. The data sources methods used Focus Group Discussion (FGD), interviews, questionnaires, observations, and literature studies. Technical analysis used Internal Factor Evaluation (IFE) matrix, External Factor Evaluation (EFE). Internal External (IE) Matrix. Strength, Weakness, Opportunities, and Threats (SWOT) Matrix, and Quantitative Strategic Planning Matrix (QSPM). Result of the research showed that (1) Internal factors in the marketing business of "Kooti" mushroom chips at Roeby House were the product had save ingredients, attractive packaging, got an PIRT and had halal certificates, but human resources was not specialized yet according to the field of work, product brand was unpopular, and financial accounting had not good administrated. The external factor was had the opportunity for the promotion through internet, meanwhile the threats were more competitors with innovative products and the changes of consumer tastes. (2) Marketing strategies that can be used is maintaining and improving product quality.Keywords: Marketing Strategy, Mushroom Chips, SWOT
Analisis Faktor-Faktor Keputusan Pembelian Konsumen Susu Almond di Ralalii Food Yogyakarta Aurora Yupita Achmada; Nanik Dara Senjawati; Antik Suprihanti
Agrisociabus Vol 1, No 2 (2022): Agrisociabus
Publisher : Agribusiness Department, Faculty of Agriculture, UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/asb.v1i2.7854

Abstract

This study aimed to analyze the effect of motivation, social strata, reference groups, lifestyle, and perceptions to consumer purchase decisions in purchasing almond milk products at Ralalii Food. The research method used a descriptive analysis method with a case study approach. The method of determining respondents used a non-probability sampling method with an incidental sampling approach. Total respondents 100 consumer divided into 50 consumers who purchased and 50 consumers who didn’t purchase Ralalii almond milk. The data used primary data and secondary data. Methods of data collection consists of observation, interviews, and documentation with questionnaires. This study used logistic regression analysis and descriptive analysis. The results showed that lifestyle and consumer perceptions influenced consumers’s purchasing decisions for almond milk products in RalaliiKeywords: Almond Milk, Consumer, Purchase Decisions
Analisis Pengaruh Segmenting Targeting Positioning Terhadap Minat Beli Ulang Konsumen Produk Teh Tambi Di Wonosobo Jawa Tengah Nabila Cintya Iswara; Budiarto Budiarto; Antik Suprihanti
Agrisociabus Vol 2, No 1 (2023): Agrisociabus
Publisher : Agribusiness Department, Faculty of Agriculture, UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/asb.v2i1.8316

Abstract

Increasing competition between companies requires companies to improve their marketing strategies. One way is to know in advance the characteristics of consumers so that companies can find out the factors that influence consumers in repurchasing a product. In this case the company can use segmenting, targeting, positioning strategies. Therefore, this study aims to identify the segmenting, targeting, and positioning of Tambi Cap Petruk black tea products and analyze the effect of segmenting, targeting and positioning on the repurchase interest of PT Perkebunan Tambi black tea products. The method used is descriptive research method with the implementation method, namely the survey method. The results of the analysis show that: (1) Tambi Cap Petruk's black tea product segmentation is consumers aged 17-60 years and the majority of consumers are women. Cap Petruk's targeting black tea products are consumers who prioritize quality and affordable prices. Positioning or consumer perceptions of Tambi Cap Petruk black tea products are products with affordable prices, easily recognizable logos or packaging and product quality. (2) Segmenting targeting positioning affects buying interest in Tambi Cap Petruk black tea products.Keywords: Segmenting; Targeting; Positioning; Consumer’s Repurchase Interest; Tambi Cap Petruk Black Tea
Co-Authors Aurora Yupita Achmada Budiarto Budiarto Indah Miranti Rahayu Khasnak Khanifah Nabila Cintya Iswara Nanik Dara Senjawati