AEB Volume 14, Number 9: September, 2020


The influence of the sixone 77 meatball marketing mix to customer satisfaction in Makassar city

Sri Wira Utami, Ahmad Ramadhan Siregar, Aslina Asnawi

Abstract The Maiwa Breeding Center (MBC) product innovation is the Sixone 77 Meatball. One of the goals that MBC wants to achieve is to increase sales. An increase in sales can be achieved if customer satisfaction can be achieved. One of the factors influencing customer satisfaction is the marketing mix, which is 4p (product, price, promotion, and place). This study aimed to examine the impact of each indicator of the marketing mix on customer satisfaction for the Sixone 77 meatball products manufactured by the Maiwa Breeding Center. The data collection was carried out using questionnaires with a Google form, as the research was carried out in the conditions of the Covid-19 pandemic. The sample used consisted of 118 consumers based on the results of the cluster random sampling (area) technique. 4 areas are used as research locations, namely the campus of Unhas Tamalanrea, the residential complex for lecturers from Unhas Tamalanrea, the area Bukit Baruga Antang and Jl. Kumala tamalate. The data were analyzed using the Structural Equation Modeling (SEM) analysis technique performed through the IBM SPSS AMOS 23 program. The results showed that the effect of the marketing mix on customer satisfaction this value is qualified because the CR value is greater than 1.96 and the probability is less than 0.05. This results that the marketing mix has a significant impact on customer satisfaction. If the marketing mix is done properly, it will have an impact on customer satisfaction.

[ FULL TEXT PDF 1-7 ] DOI: 10.22587/aeb.2020.14.9.1


Livelihood strategies for agroforestry farmers in Cenrana Baru Village, Cenrana District, Maros Regency

Palmira Maria Horta, Muhammad Dassir, Samuel Paembonan

Abstract Climate change or climate change has a great impact on farmers' livelihoods, especially through its impact on the productivity of the land. One of the livelihood strategies for farmers, as well as to overcome the impacts of climate change disasters, that is, how farmers develop agroforestry models that adapt to drought using the possible subsistence assets they have. This study aims to (1) determine the income assets of a farming household; (2) know the agroforestry patterns developed by farmers according to their potential income assets; (3) know the subsistence strategies of agroforestry farmers. This research was conducted in Cenrana Baru Village, Cenrana District, Maros Regency from July to September 2020. The sampling (respondents) was carried out by intentional sampling of 30 people. Data analysis was carried out in a qualitative descriptive way. The results showed that the subsistence assets possessed by agroforestry farmers were: (1) natural capital in the form of rice paddies, dry land (peanut plants), mixed community forest gardens in the form of mixed acacia and candlenut community forest; (2) social capital includes mutual cooperation for land preparation, planting crops and harvesting products using family social networks to carry out mutual cooperation in the management of rice fields and agroforestry lands; (3) human capital in the form of experience in clove cultivation during migration strategies in neighboring districts and hereditary experiences in conducting dry land agroforestry activities; (4) physical capital in the form of asset ownership of irrigation canals, two-wheelers and four-wheelers, and production equipment such as tractors; (5) financial capital in the form of farm and non-farm income. The agroforestry pattern developed by the agroforestry farmers in Cenrana Baru Village is the agroforestry pattern by developing intercropping of peanuts and / or corn with stands of teak or candlenut combined with random coffee or clove plants and the agrosilvopastoral pattern using planting elephant grass among teak plants or nervous man. Livelihood strategies implemented by agroforestry farmer households include: (1) engineering of livelihoods; (2) diversification of livelihoods; and (3) space engineering (migration)

[ FULL TEXT PDF 8-13 ] DOI: 10.22587/aeb.2020.14.9.2



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