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All Journal Jurnal Manajemen dan Agribisnis Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness) Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat
Putri, Rani Revina
Program Studi Manajemen Agribisnis, Jurusan Rekayasa Teknologi Dan Bisnis Pertanian, Politeknik Negeri Sriwijaya
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Nursing Public Health Social Sciences

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Consumer Preference and Willingness To Pay For Local Orange of Rimau Gerga Lebong Putri, Rani Revina; Nurmalina, Rita; Suprehatin
Jurnal Manajemen & Agribisnis Vol. 20 No. 2 (2023): JMA Vol. 20 No. 2, July 2023
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jma.20.2.226

Abstract

The increasing demand and consumption of oranges have led many local governments to participate in developing superior local orange varieties that are acceptable to consumers, such as the local orange variety called "rimau gerga lebong" from Bengkulu Province. This study aims to analyze consumers' preferences and willingness to pay for rimau gerga lebong oranges. Primary data for the study were collected through an online survey of 200 respondents who have purchased and consumed oranges in Bengkulu, Sumatera Selatan, and Jambi regions. The survey was conducted from April to May 2022. The data were analyzed using a discrete choice experiment (DCE) and willingness to pay (WTP) analysis. Four attributes were considered in the DCE and WTP analyses: taste, water content, freshness, and price. The results indicate that consumers prefer gerga oranges due to their fresh, high water content, and sweet taste attributes. Furthermore, consumers are willing to pay a higher price, with a maximum additional price of Rp. 936.08/kg for fresh oranges, Rp. 497.59/kg for juicy oranges, and Rp. 307.89/kg for sweet oranges. Improving the quality of orange attributes according to consumer needs can lead to increased profits. The findings of this study provide valuable insights for breeders and marketers to ensure that orange quality aligns with the needs and desires of consumers. Based on these findings, several managerial implications can be formulated to enhance and maintain orange attributes. Keywords: discrete choice experiment, orange attributes, preference, utilty product, willingness to pay
Keputusan Pembelian dan Kepuasan Konsumen Jeruk Lokal Rimau Gerga Lebong Rani Revina Putri; Rita Nurmalina; Suprehatin Suprehatin
Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness) Vol. 12 No. 2 (2024): Desember 2024 (Jurnal Agribisnis Indonesia)
Publisher : Departmen of Agribusiness, Economics and Management Faculty, Bogor Agricultural University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jai.2024.12.2.330-344

Abstract

Rimau gerga lebong orange (hereafter referred to as gerga orange) is a local orange variety of Bengkulu Province which is currently developed as a national superior commodity. It is important to understand the consumer behaviour to developing this local orange. The purpose of this study is to analyze the purchasing decision process and consumer satisfaction with gerga orange. This study uses primary data from an online survey of 200 respondents taken deliberately in Bengkulu, South Sumatra, and Jambi provinces in April and May 2022. Data were analyzed using descriptive methods, customer satisfaction index (CSI), and importance-performance analysis (IPA). In CSI and IPA analyses, this study uses eight attributes of oranges: taste, juicyness, freshness, colour, size, price, promotion, and product availability. The results of the purchase decision showed that most consumers buy gerga oranges because the benefits of vitamin C that contain in gerga oranges, obtain information from previous purchasing experiences, consider taste attributes in the pre-purchase evaluation, decide to buy gerga oranges due to situational factors, and express satisfaction and are willing to repurchase gerga oranges. Based on CSI analysis, the results showed that the level of consumer satisfied with the purchase and consumption of gerga oranges. Based on IPA analysis, the attribute of gerga lebong rimau oranges that needed improvement was fruit availability. The results of this study can provide benefits to breeders or fruit growers in developing varieties of gerga oranges according to consumer needs and preferences and for marketers to develop marketing strategies for gerga oranges more precisely.
Perbaikan Kemasan untuk Meningkatkan Daya Saing UMKM Keripik Mamak Melalui Project-Based Learning Danarjati, Selaginella; Verawati, Endang; Jannah, Syerina Raihatul; Putri, Rani Revina
Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Vol. 5 No. 4 (2025): Juli 2025 - Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat
Publisher : Indonesian Scientific Journal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59395/4dn19x06

Abstract

Usaha Mikro, Kecil dan Menengah (UMKM) mempunyai peranan penting dalam pembangunan ekonomi Indonesia. Produk pangan yang sudah diolah hendaknya dikemas dengan baik untuk meningkatkan nilai tambah produk. Melalui pendekatan Project-Based Learning (PBL), kegiatan pengabdian kepada masyarakat ini bertujuan untuk melibatkan mahasiswa secara aktif dalam proses perbaikan kemasan, dengan menggabungkan pengetahuan akademik dan praktik langsung di lapangan. Metode pelaksanaan kegiatan pengabdian terdiri dari 4 tahap kegiatan yaitu; 1) kunjungan dan observasi kepada UMKM keripik Mamak dengan tujuan mencari tau kendala di UMKM keripik mamak; 2) perbaikan label kemasan keripik di UMKM keripik mamak; 3) Perbaikan kemasan menggunakan kemasan standing pouch di UMKM Keripik Mamak; 4) Evaluasi keberhasilan label keripik yang telah diperbaharui dan kemasaan standing pouch. Peningkatan daya saing keripik mamak dengan label kemasan yang lebih menarik, menjual, dan menyajikan informasi yang lebih lengkap, selain itu kemasan standing pouch juga meninggkatkan daya jual karena meningkatkan kualitas produk dan lebih marketable.
Co-Authors Danarjati, Selaginella Endang Verawati Rita Nurmalina Suprehatin Suprehatin Suprehatin Syerina Raihatul Jannah