Hasil pencarian

ThesisOpen AccessMetadata saja

ANALISIS PERILAKU KONSUMSI REMAJA TERHADAP SAYURAN PADA SISWA SMA NEGERI 2 TARAKAN

ARDY FERDIAN MA'RUF

2025•Skripsi, Thesis, Disertasi, dan Tugas Akhir

Adolescents are a group of individuals in a phase of growth and development that requires optimal nutritional intake, including vegetable consumption. However, data from the 2023 Indonesian Health Survey (SKI) indicates that in North Kalimantan Province, 66.5% of the population aged 5 years and older consume vegetables and fruits only 1-2 times per week, and 11.2% do not. This study aims to analyse adolescents' vegetable consumption behaviour among students at State High School 2 Tarakan using the Theory of Planned Behaviour (TPB) approach. Researcher used multiple linear regression analysis. A sample of 100 students was selected through purposive sampling. The results showed that water spinach, spinach, and Chinese cabbage are the most commonly consumed vegetables. Most respondents consume vegetables once a day. The main reason students consume vegetables is their benefits, with the most common place of purchase being vegetable stores. Regression analysis indicates that attitudes and perceived behavioural control significantly influence vegetable consumption behaviour, while subjective norms did not significantly influence it. Remaja merupakan kelompok usia yang berada dalam masa pertumbuhan dan perkembangan yang membutuhkan asupan gizi optimal, salah satunya dari konsumsi sayuran. Namun, data Survei Kesehatan Indonesia (SKI) tahun 2023 menunjukkan bahwa di Provinsi Kalimantan Utara, sebanyak 66,5% penduduk usia 5 tahun ke atas hanya mengonsumsi sayur dan buah 1-2 kali seminggu, dan 11,2% tidak mengonsumsinya sama sekali. Penelitian ini bertujuan untuk menganalisis perilaku konsumsi remaja terhadap sayuran pada siswa SMA Negeri 2 Tarakan dengan menggunakan pendekatan Theory of Planned Behavior (TPB). Metode yang digunakan adalah teknik analisis regresi linier berganda. Sampel sebanyak 100 siswa diambil melalui purposive sampling. Hasil penelitian menunjukkan bahwa jenis sayuran yang paling banyak dikonsumsi adalah kangkung, bayam, dan sawi. Sebagian besar responden mengonsumsi sayur sekali dalam sehari. Alasan utama siswa mengonsumsi sayuran karena manfaat dengan tempat pembelian sayur terbanyak di toko sayur. Analisis regresi menunjukkan bahwa sikap dan persepsi pengendalian perilaku berpengaruh signifikan terhadap perilaku konsumsi sayuran, sedangkan norma subjektif tidak berpengaruh signifikan.

Consumption behaviorvegetablesadolescentsTheory of Planned Behavior (TPB)State High School 2 Tarakan. Perilaku konsumsisayuranremajaTheory Of Planned Behavior (TPB)SMA Negeri 2 Tarakan

0 dilihat · 0 unduhanSitasiDetail

ThesisOpen AccessMetadata saja

STRATEGI PEMASARAN SAYURAN ORGANIK PADA HIDROPONIK BOBO GREEN KOTA TARAKAN

MERINA WENDA

2025•

MARKETING STRATEGY FOR ORGANIC VEGETABLES AT BOBO GREEN HYDROPONICS, TARAKAN CITY Abstract The increasing public demand for healthy and environmentally friendly vegetables presents a significant opportunity for entrepreneurs in the horticulture sector. Bobo Green is a micro, small, and medium enterprise (UMKM) engaged in the cultivation of organic vegetables using a hydroponic system in Tarakan City. However, the enterprise faces several marketing challenges, including low production capacity, limited promotional efforts, and competition from similar businesses. This study aims to analyze the marketing strategies employed by Bobo Green using the marketing mix (4Ps) framework: product, price, place (distribution), and promotion. A qualitative descriptive method was used, with data collected through interviews, observations, questionnaires, and documentation. Data credibility was ensured through triangulation of techniques, and the findings were presented in narrative form. The results show that Bobo Green produces various types of vegetables such as lettuce, pakcoy, Chinese mustard (sawi caisim), and water spinach (kangkung), characterized by high quality and pesticide-free attributes. Pricing is determined based on the desired profit margin while aligning with current market prices. Bobo Green operates in two business locations. Product distribution follows an intensive strategy, with sales conducted at multiple points including vegetable stores, partner resellers, and directly at the production site. Promotion is carried out through WhatsApp and word-of-mouth marketing, which has resulted in limited market reach. While the current marketing strategy is relatively effective, improvements are needed, particularly in promotional activities and production capacity. A more integrated and innovative marketing approach is expected to expand market reach and increase sales volume.

Keywords: VegetablesHydroponicsStrategyMarketingMarketing Mix

0 dilihat · 0 unduhanSitasiDetail