PENINGKATAN KESADARAN UNTUK MENGKONSUMSI SAYURAN SUBOPTIMAL DALAM UPAYA MENEKAN JUMLAH SAMPAH PANGAN

Agriani Hermita Sadeli, Vania Febriyantie

Abstrak


Abstrak

Indonesia termasuk negara penghasil sampah pangan terbesar di dunia. Sampah sayuran memiliki proporsi besar dalam menyumbang sampah pangan. Hal ini salah satunya disebabkan oleh hasil pertanian yang tidak memenuhi standar kosmetik untuk diterima pasar baik dalam bentuk, ukuran dan warna sehingga sayuran ini tidak terserap pasar. Pada umumnya, konsumen memiliki kecenderungan untuk membeli sayuran optimal. Seni Tani adalah community supported agriculture yang melakukan praktek pertanian regeneratif yang menghasilkan sayuran alami. Sayuran yang dihasilkan berupa sayuran optimal, namun terdapat juga sayuran suboptimal. Oleh karena itu perlu untuk meningkatkan kesadaran konsumen untuk membeli sayuran suboptimal melalui kampanye secara online dan offline.  Tujuan studi ini adalah melakukan kampanye dan bagaimana dampak dari kampanye tersebut, serta untuk mengetahui bagaimana preferensi individu terhadap program pemasaran. Penelitian menggunakan desain deskriptif kuantitatif. Survey dilakukan terhadap 35 responden. Kampanye yang dilakukan meningkatkan kesadaran konsumen untuk berminat mengkonsumsi sayuran suboptimal. Program pemasaran yang dapat diterapkan adalah label produk yang tepat yaitu sayuran unik. Harga yang ditetapkan adalah sama dengan harga sayuran optimal. Tempat penjualan dilakukan secara online melalui media sosial. Promosi dilakukan melalui Instagram dan Tiktok dengan menekankan kepada sayuran yang dihasilkan petani lokal dan sifat natural dari sayuran. Kampanye ini perlu terus dilakukan untuk meraih kesadaran masyarakat.

Kata kunci: Sayuran Suboptimal, Kehilangan Pangan, Komunitas Berbasis Pertanian, Kesadaran Konsumen.

Abstract

Indonesia is one of the world's largest producers of food waste. Vegetable waste accounts for a large proportion of food waste. This is partly due to agricultural products that do not meet cosmetic standards for market acceptance in terms of shape, size, and color, resulting in these vegetables not being absorbed by the market. In general, consumers tend to buy optimal vegetables. Seni Tani is a community-supported agriculture that practices regenerative agriculture to produce natural vegetables. The vegetables produced are optimal vegetables, but there are also suboptimal vegetables. Therefore, it is necessary to raise consumer awareness to buy suboptimal vegetables through online and offline campaigns.  The purpose of this study is to conduct a campaign and assess its impact, as well as to determine individual preferences for marketing programs. The study used a quantitative descriptive design. A survey was conducted on 35 respondents. The campaign increased consumer awareness and interest in consuming suboptimal vegetables. The marketing program that can be implemented is the provision of appropriate product labels, namely, unique vegetables. The price set is the same as the price of optimal vegetables. Sales are conducted online through social media. Promotion is carried out through Instagram and TikTok, emphasizing the vegetables produced by local farmers and the natural properties of the vegetables. This campaign needs to be continued to raise public awareness.

Keywords: Suboptimal Vegetables, Food Loss and Waste, Community Supported Agriculture, Ugly Vegetables, Consumer Awareness.


Teks Lengkap:

673-683

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DOI: https://doi.org/10.24198/agricore.v10i2.68846

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