Jurnal Manajemen & Agribisnis https://jagb.journal.ipb.ac.id/index.php/jmagr <p>Journal of Management &amp; Agribusiness (JMA) publishes articles in agribusiness management &nbsp;fields such as agribusiness competitiveness, value chain of agribusiness, supply chain of agribusiness, and strategic agribusiness issues. JMA is published by School of Business,&nbsp;Bogor Agricultural University (SB-IPB) associated with Indonesian Society of Agricultural&nbsp;Economics (PERHEPI/ISAE). JMA was first published at the beginning of 2004 with twice per year in frequency on march and october. Since 2012, JMA has been published three times per year on March, July and November. Editor receives articles of empirical research and reviews in agribusiness management.</p> <p>JMA is a peer reviewed journal that has been <strong>Accredited&nbsp;</strong>by Directorate General of Higher Education (DGHE), Republic of Indonesia No 12/M/Kp/IE/2015 which is valid for 5 (five) years since enacted on 11 May 2015. Base on&nbsp;Directorate General of Research and Development Strengthening, Ministry of Research, Technology and Higher Education of the Republic of Indonesia No 30/E/KPT/2018 JMA get <strong>ranked 2 accredited (SINTA 2)</strong>&nbsp;status.</p> <p>JMA has been registered in <strong>Crossref (since 2015), ACI - ASEAN Citation Index, DOAJ, Indonesian Publication Index (IPI), SINTA Rank 2, Google Scholar, </strong>and other scientific databases.&nbsp;</p> <p>Editors can revise the paper without changing the substance and content after a blind review process. The articles sent by the author must be an original script and is not being considered for publication by other journal or publishers.</p> <p>P-ISSN: <a href="http://issn.pdii.lipi.go.id/issn.cgi?daftar&amp;1180428118&amp;1&amp;&amp;">1693-5853</a><br>E-ISSN: <a href="http://issn.pdii.lipi.go.id/issn.cgi?daftar&amp;1416204681&amp;1&amp;&amp;">2407-2524</a></p> <p>Download the <a href="https://drive.google.com/open?id=1FaIZjInXQQDJCaS7P0CI02MVrCTP6hjy">Submissions Guidelines&nbsp;</a> and <a href="https://drive.google.com/open?id=164hotGcBgjyCYEqC0SReLbOJmdqfNv1H" target="_self">Author Guidelines</a></p> <p>______________________________________________________________</p> <p><strong><span style="color: blue;"><img src="/public/site/images/adminjmagr/icon_next.gif" alt="">&nbsp;<strong><img src="/public/site/images/adminjmagr/icon_next.gif" alt="">&nbsp;</strong> JMA started in 2018 only&nbsp;receives articles&nbsp;using english&nbsp;<strong><img src="/public/site/images/adminjmagr/icon_next.gif" alt="">&nbsp;</strong><strong><img src="/public/site/images/adminjmagr/icon_next.gif" alt="">&nbsp;</strong></span></strong></p> <p><strong><span style="color: blue;">______________________________________________________</span></strong></p> School of Business, Bogor Agricultural University (SB-IPB) en-US Jurnal Manajemen & Agribisnis 1693-5853 <p><span style="color: #111111; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 15px;">Authors who publish with this journal agree to the following terms:</span></p><br /><ol style="color: #111111; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 15px;" type="a"><ol style="color: #111111; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 15px;" type="a"><li>Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a <a style="text-decoration: none !important; color: #3b5998 !important;" href="http://creativecommons.org/licenses/by/3.0/" target="_new">Creative Commons Attribution License</a> that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.</li></ol></ol><br /><ol style="color: #111111; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 15px;" type="a"><ol style="color: #111111; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 15px;" type="a"><li>Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.</li></ol></ol><br /><ol style="color: #111111; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 15px;" type="a"><li>Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See <a style="text-decoration: none !important; color: #3b5998 !important;" href="http://opcit.eprints.org/oacitation-biblio.html" target="_new">The Effect of Open Access</a>).</li></ol> The Effect of Covid-19 on The Financial Performance of Indonesia’s Livestock Industry https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/35770 <p>This study aims to analyze the impact of COVID-19 on the financial performance of Indonesia’s poultry industry companies. The samples used in this study were broiler farming companies of XYZ Group from September 2019 to August 2020. Financial performance is used as the dependent variable to see the effect of the independent on the dependent. The independent variables in this study are leverage, liquidity, revenue, profitability, firm size, and COVID-19. The analytical method used is descriptive analysis with a quantitative approach. In this study, a z-score test, regression test, and internal firm interviews supported the results. The results showed that there were indications of problems with the firm's financial health. COVID-19 does not significantly affect its financial performance, but several other factors influence it, namely revenue, profitability, and firm size. Several forms of strategies that can be formulated for companies are maintaining cash flow by extending the debt period and shortening accounts receivable to restore the firm's financial health. Then make efficiency in the cost of goods sold and improve operational cooperation to improve the firm's financial performance. Companies can also increase funding by obtaining additional capital from a holding company before financing from outside parties.</p> <p>Keywords: COVID-19, financial distress, financial performance, poultry business, return on asset</p> Maghfira Puti Gaisani Idqan Fahmi Hendro Sasongko Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 229 229 10.17358/jma.18.3.229 Marketing Mix, Brand Equity, and Purchase Decisions of Packaged Rice Products https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/36339 <p>In selling packaged rice products, Perum BULOG needs to implement the right marketing strategy in order to increase the buying interest of prospective consumers. This study aims to analyze factors that affect brand equity and purchasing decisions of packaged rice products. The research design uses a descriptive approach through surveys by disseminating questionnaires online. The research was conducted in September-October 2020 on 270 rice consumers in DKI Jakarta and Bodetabek who were selected using non-probability sampling method through convenience sampling technique. The variables studied in this study were product, price, place, promotion, brand equity, and purchasing decisions. Data analysis method using SEM analysis with Lisrel 8.80 software. The results showed that product, price, place, and promotion had a significant positive influence on brand equity and purchasing decisions. The variables that most influence purchasing decisions are product, place, and brand equity. Based on the results of the study, it can be concluded that product, place, and brand equity are factors that should be a top priority for manufacturers to make improvements and development. In addition, rice products sold using brands and packaging are more attractive to consumers than rice products sold without brands and packaging. In this regard, in addition to the marketing mix strategy, manufacturers must implement brand and packaging strategies well to improve consumer purchasing decisions on their rice products.</p> <p>Keywords: brand equity, marketing mix, packaged rice products, purchase decisions, SEM</p> Mochammad Reza Firmansyah Ujang Sumarwan Muhammad Mukti Ali Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 240 240 10.17358/jma.18.3.240 Why Costumers Have The Intention to Repurchase at Coffee Shops in Bogor? Explaining The Role of Social Media Marketing, Dining Atmosphere, and Relationship Marketing https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/36596 <p>This study aims to determine the impact of relationship marketing, social media marketing, and dining atmosphere on customer trust and repurchase intention. This study was conducted by surveying 407 customers who frequently visited Ngopi Doeloe, Popolo Coffee, Ranin Coffee House, Starbucks Coffee, Jco Donuts &amp; Coffee, and The Coffee Bean &amp; Tea Leaf, and Structural Equation Model (SEM) was used to test the research hypotheses. The findings supported the hypotheses that relationship marketing and social media marketing positively affected repurchase intention and customer trust. Relationship marketing had the greatest influence on customer trust in local coffee shops. In contrast, the dining atmosphere did not affect repurchase intention.</p> <p>Keywords: customer trust, dining atmosphere, relationship marketing, repurchase intention,social media marketing</p> Alim Setiawan Caesavela Almas Dikky Indrawan Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 252 252 10.17358/jma.18.3.252 The Effect of Technical Efficiency on The Competitiveness of Cassava Indonesia https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/35337 <p>Over the past 10 years, cassava imports in the form of semi-finished products have tended to increase. This study aims to analyze the comparative advantages and competitive advantages of fresh cassava at the farming and processed cassava level in the processing industry. The research used secondary data covering 2.595 cassava farmers in all provinces in Indonesia obtained from Agricultural Census 2013 - Central Bureau of Statistics (BPS), while data on the cassava processing industry was obtained from the publication of Bank Indonesia. The Policy Analysis Matrix (PAM) method was used to measure cassava's comparative and competitive advantages and further analyzed based on the technical efficiency score of the farm allegedly by the Data Envelopment Analysis (DEA) method. Results from PAM Analysis showed that Indonesian cassava products both in the farming and processing industry levels were not competitive. The technical efficiency of cassava production becomes the determinant of competitiveness the more efficient the production at the farm level, the competitiveness of cassava the higher. The competitiveness of the cassava processing industry is determined by the government's intervention in the price of cassava. The cassava processing industry pays for raw materials higher than it should. The implications of this study are to improve the competitiveness of Indonesian cassava products need to increase the efficiency of cassava farming production and government policies related to the selling price of fresh cassava to protect farmers and the cassava processing industry.</p> <p>Keywords: competitiveness, policy analysis matrix, technical efficiency, cassava</p> Yohana Julina Sinaga Nunung Kusnadi Dwi Rachmina Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 265 265 10.17358/jma.18.3.265 Frozen Food Consumer’s Purchase Intentions and Decisions Through E-Commerce in The Greater Jakarta Ragion https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/36706 <p>The rise of e-commerce provides consumers more opportunities to purchase agricultural and food products including frozen food. This study aims is to examine the effects of different factors on consumers’ intention and decision on purchasing frozen food through e-commerce based on theory of planned behavior (TPB) and technology acceptance model (TAM). This study used the primary data from online survey of 200 respondents in Greater Jakarta who purchased frozen food through e-commerce. Data were analyzed using partial least squares-structural equation modelling (PLS-SEM). The results showed that perceived usefulness and perceived ease of use e-commerce have a positive influence on attitudes. Then attitudes, subjective norms, and behavior control had a significant positive effect on purchase intention. The results also confirmed that consumers’ purchasing decisions on frozen food affecting by their purchase intention.</p> <p>Keywords: : e-commerce, frozen food, purchase intention, TAM, TPB</p> Maryanti Sitohang Suprehatin Andriyono Kilat Adhi Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 275 275 10.17358/jma.18.3.275 Business and Marketing Mix Analysis of Bacang Food Industry Through Conventional and Online Marketing (Case: El Shaddai Food Small Industry) https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/34890 <p>Bacang agroindustry is undeveloped in Indonesia and the internet has not been maximally utilized by bacang entrepreneurs. Therefore, business and marketing analysis of bacang agroindustry is important to do to develop the business and internet utilization for bacang agroindustry. The research aims to analyze profit, cost of goods manufactured, financial performance, marketing mix, and the impact of online marketing on the chicken bacang agroindustry. This research uses a case study method at El Shaddai Food Agroindustry, Penjaringan District, North Jakarta. Research data were collected from December 2019 until February 2020 and the data analysis methods used were qualitative and quantitative descriptive analysis. The results showed that conventional marketing profit was smaller than online marketing profit and the selling price exceeded the cost of goods manufactured, so the agroindustry was considered viable on every marketing method. Financial performance in the last three years was quite good. The marketing mix was not good. Online marketing gave an impact on agroindustry revenue and profit.</p> <p>Keywords: agroindustry, bacang, business, marketing mix, online</p> Dyah Aring Hepiana Lestari Ktut Murniati Evelyn Faviana Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 283 283 10.17358/jma.18.3.283 Loyalty to Community Modeling Through Value Co-Creation Behavior Activities With Perceived Benefit Mediation: Organic Food Product https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/38872 <p>The current trend of people's lifestyles is to start consuming foods that are safe and environmentally friendly. The development of information on the usefulness of organic products more broadly becomes necessary. This study aims to determine the impact of value co-creation activities on loyalty to community, mediated by perceived benefit value. The analysis tool used in this study is Structural Equation Model (SEM) analysis. The sampling method used is a convenience sampling approach with 385 respondents. The results show that consumer perceived benefits value have a strong effect on loyalty to the community. In addition, value co-creation activities in the community is shown to be measurable by customer participation behavior and customer citizenship behavior to obtain the desired perceived benefits. The role of the community with the support of the loyalty of its members can be an effective means of disseminating knowledge about organic food products more broadly to the public. Having these results, the recommended policy direction is to increase the perceived benefits of customer community participation and citizenship. Further studies are needed to refine and build a more comprehensive model that integrates other theoretically related constructs.</p> <p>Keywords: customer participation behavior, customer citizenship behavior, loyalty to community, organic food products, perceived benefit</p> Maya Maria Ujang Sumarwan Ahmad Sulaeman Agus W. Soehadi Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 295 295 10.17358/jma.18.3.295 The Effect of Policy on Business Competitiveness of Bali Cattle Farming in Kupang District, East Nusa Tenggara, Indonesia https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/24771 <p>Bali cattle are Indonesian indigenous cattle and bred by most households in East Nusa Tenggara (NTT) province. East Nusa Tenggara is one of the main production centers of beef cattle. However, the growth production rate of Bali cattle in NTT tends to decline, while Indonesian import rates of cow and meat are still increasing. This research aims to analyze the competitiveness level of Bali cattle. Policy Analysis Matrix was employed to determine the level of profit and competitiveness of cattle breeding at the household level, according to local agriculture officials, 140 breeders from 2 sub-district areas of Kupang were chosen as respondents. The results show that the cattle fattening farms have shown positive private and social profits and high level of competitiveness. Therefore, the appropriate government’s policies toward the inputs and outputs are needed to increase the efficiency of Bali cattle production at household level.</p> <p>Keywords: Bali cattle breeders, competitiveness, policy analysis matrix</p> Melkisedik Bukifan Harianto Bayu Krisnamurthi Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 308 308 10.17358/jma.18.3.308 The Development Strategy Oil Palm-Cattle Integration in Bireuen District Aceh Province https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/36401 <p>Environments in which oil palms grow involve some components and production resources crucial in increasing the development of integrated palm oil plantation systems without damaging the environment. This study aimed to determine strategies and direction of the development of oil palm-cattle integration and improve the regional economy. The primary data were obtained through questionnaires by interviewing 50 respondents, which comprised cattle farmers and experts /stakeholders of Almuslim University and STIE Kebangsaan Bireuen and local government agencies directly involved with the study topics. AHP and SWOT were used to analyze oil palm-cattle integration strategy development data. The main findings of the study require main strategies: 1) Increasing the efficiency of oil palm-cattle integration from extensive to intensive model with the support of stakeholders; 2) Creating an effective and successful pilot cattle farmer groups in carrying out oil palm-cattle integration by utilizing cheap and nutritious feed from oil palm plantations; 3) Utilizing cow dung as fertilizer and biogas as a source of income for farmers; 4) Expanding cattle farmer's knowledge on the development of beef cattle population and livestock health services; 5) Increasing active government participation in facilitating cattle and oil palm farmers in integration implementation, and 6) Utilizing financial institutions/banking services to increase business capital which will aid in increasing beef cattle population and oil palm production.</p> <p>Keywords: AHP-SWOT, plantation, stakeholders, oil palm, cattle</p> T.M. Nur Halus Satriawan Chairul Fadli Ernawita Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 316 316 10.17358/jma.18.3.316 The Development of Cassava Agribusiness in Lampung Province (The Implications for The Cassava Agribusiness Partnership Model) https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/37712 <p>Cassava agribusiness has several problems and obstacles that must be overcome completely. So yet, no institutional method of transaction is compatible with and advantageous to all cassava agricultural stakeholders. The objective of this research was to look at the cassava agribusiness partnership model in Lampung and placed study in three districts in Lampung Province, each with its distinctive characteristics: Central Lampung, East Lampung, and West Tulang Bawang. Primary and secondary data were used in the study. In this study, survey methods and in-depth interviews were utilized to obtain data. Qualitative descriptive analysis with an institutional perspective was used to analyze this study. The findings revealed that institutional collaboration in sustainable partnerships between farmer groups associations (Gapoktan), factories with third-party help, and an ICT system could improve the farm, factory, and overall cassava agribusiness performance.</p> <p>Keywords: institutional, partnership, agribusiness, cassava, farmer</p> Wan Abbas Zakaria Teguh Endaryanto Lidya Sari Mas Indah Dedy Hermawan Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 330 330 10.17358/jma.18.3.330 Indonesian Oil Palm Export Market Share and Competitiveness to European Union Countries: Is The Roundtable on Sustainable Palm Oil (RSPO) Influential? https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/38875 <p>The European Union is one of the main export destinations for Indonesian palm oil. However, this area requires the sustainable development of palm oil products. Four countries from the European Union region are consistently export destinations for palm oil: Netherlands, Italy, Germany and Spain. RSPO exists as one of the institutions that ensure sustainable development in palm oil production. This study aims to analyze whether there were differences before and after implementation of RSPO in export market share and the competitiveness of CPO and RPO exports to the Netherlands, Italy, Germany, and Spain. The analysis was carried out during 1995-2020 using the paired sample t-test and the Wilcoxon signed-rank test. The analysis results show that there are differences in the export market share and competitiveness of Indonesian CPO exports to the Netherlands, Italy, Spain and Germany. The same finding was also found in RPO, especially in Indonesia's export market share. However, there is no difference in the export market share and competitiveness of Indonesian RPO exports to the Netherlands before and after implementing the RSPO in 2008.</p> <p>Keywords: european union, export market share, export competitiveness, palm oil</p> Hansen Tandra Arif Imam Suroso Yusman Syaukat Mukhamad Najib Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 342 342 10.17358/jma.18.3.342 Business Model Innovation of Indonesian Integrated Wood Depot For Furniture Industry https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/38874 <p>The wood-based industry is faced with various problems, both internal and external, especially the problem of availability and continuity of raw materials. The study aims to analyses the business model that has been implemented by this wood depot. Then, this study also analyses the feasibility based on the business model innovation of this wood depot initiative. This research uses an analytical framework of the Business Model Canvas (BMC) and Financial Feasibility Canvas (FFC). The Business Model Canvas presents a visual representation of the nine components of a business which are divided into the right (creative side) and left (logic side) on one page. The analysis uses the Financial Feasibility Canvas (FFC) which consists of 6 steps of analysis components consisting of rational investment, capital investments, assumptions, cash flows, financial returns, and decisions. The results of this study show that this business model innovation at this integrated wood depot can strengthen the speed of supply of raw materials and can maintain continuity to the furniture industry. The sustainability of this business model innovation is realized through vertical integration into the furniture industry. Based on the feasibility analysis, this business model has a feasibility in terms of investment for 5 years. In the future, the wood depot in this business model can be applied to industry players in Indonesia.</p> <p>Keywords: wood depot, financial feasibility canvas, wood-based industry, business model innovation, business strategy</p> Adhitya Rahmana Yudha Heryawan Asnawi Afdhal Aswin Fajri Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 351 351 10.17358/jma.18.3.351 The Growth Performance and Costs of Rearing Friesian Crossbreed Dairy Young Stock in Malaysian Commercial Farm https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/37190 <p>The important elements in rearing dairy young stock are good farm management, proper growth and optimal costs of rearing. A survey on these important elements was conducted at two commercial farms in Johor and Sabah in 2019. The farm herd size is 214 heads and 2,221 heads with 163,682 litres and 4.2 mil. litres of milk production, in Johor and Sabah respectively. In addition, the body weight data of 188 dairy young stock was collected and analysed to determine the growth performance using polynomial growth function. The results showed the two farms have youngstock with different Friesian blood levels (60% and 70% in Johor, and 87.5% in Sabah) with different growth performance. The average weight of dairy young stock with 60%, 70% and 87.5% Friesian blood levels at birth were 21.31±3.70kg, 22.33±2.23kg and 26.55±2.68kg, respectively, while average weight at 3 months of age were 45.00±7.07kg, 55.57±8.36kg and 75.84±12.54kg, respectively. Heifers with 87.5% Friesian blood levels was bred at 15 months of age (444kg) while heifers with lower Friesian blood levels was bred 6 months later (250kg). The average rearing (feed) cost was RM4,932 (USD1,194)/heifer. The findings of this study can give awareness and insights in the performance and costs of rearing crossbreed dairy young stock in tropics.</p> <p>Keywords: tropical, dairy, young stock, management, rearing cost</p> Ang Xin Tong Norhariani Mohd Nor Shanmugavelu Sithambaram Mark Wen Han Hiew Uswah Khairuddin Mohd Ibrahim Shapiai Nurul Aisyah Mohd Suhaimi Peter Lee Ah Kong Muhammad Ali Hanapiah Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 362 362 10.17358/jma.18.3.362 The Impact of Production and Price Risks on The Economic Behavior of Coconut Farmers' Households in Seruyan Regency, Central Borneo Province https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/36385 <p>Production risk and price risk are problems that are often faced by coconut farmers. This is illustrated by the price and production instability faced by farmers, which will then have an impact on income and decision making in production and work allocation. The purpose of this study was to analyze the effect of changes in the level of production risk and price on the behavior of farmer households in coconut farming production decisions. This research was conducted in Seruyan Regency, Central Kalimantan Province with a total of 200 farmers as respondents. The production function and the risk function were analyzed using the Ordinary Least Square (OLS) method, while the farmer household economic model which was built using the simultaneous equation would be analyzed using the Two Stage Least Squares (2SLS) method. The results of the risk function analysis show that the risk of coconut production is directly proportional to the use of salt and herbicides. Land area, use of salt, herbicides and labor have a significant and positive effect on coconut production. The simulation results show an increased risk of negative impacts on the economy of coconut farmers' households.</p> <p>Keywords: production risk, price risk, household economy, coconut farmers</p> Rusdi Harianto Sri Hartoyo Tanti Novianti Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 372 372 10.17358/jma.18.3.372 Effect of Social Media Usage and Entrepreneurial Marketing on The Success of Organic Processed Food MSMEs https://jagb.journal.ipb.ac.id/index.php/jmagr/article/view/37886 <p>Social media usage has been adopted by entrepreneurs to achieve business goal. The rise of health and sustainability awareness has opened an opportunity for entrepreneurs to start organic processed food business despite the marketing obstacle about organic food informations. Entrepreneurial marketing is considered as a more appropriate marketing approach for limitation in MSMEs which is able to indicate the perception of entrepreneurs who use the social media for overcoming technology and information resource obstacle. This study was aimed to analyze effect of social media usage and entrepreneurial marketing on the success of organic processed food MSMEs based on the analysis of Structural Equation Modelling (SEM) with Partial Least Squares (PLS). The study was conducted on Komunitas Organik Indonesia in Greater Jakarta (Jabodetabek) with a total population of 400 MSMEs from December 2020 to March 2021. The data source used was primary data that was collected from 63 respondents which use social media on business need. Based on result of SEM analysis, the use of social media for marketing, customer relation and service, and accessibility of information have a significant and positive effect on entrepreneurial marketing. Moreover, social media usage for marketing and information accessibility was found to have direct effect which could increase business success even though social media usage for customer relation and service did not affect business success. On the other hand, entrepreneurial marketing also directly influenced business success. The use of social media together with application of entrepreneurial marketing will have effect on business success.</p> <p>Keywords: social media usage, entrepreneurial marketing, business success, MSMEs of organic processed food, SEM-PLS</p> Nanda Nur Rafiana Ma’mun Sarma Mukhamad Najib Copyright (c) 2021 Jurnal Manajemen & Agribisnis 2021-11-30 2021-11-30 18 3 382 382 10.17358/jma.18.3.382