Yogyakarta, October 10, 2025 – The Agricultural Economics and Agribusiness Study Program, Faculty of Agriculture, Universitas Gadjah Mada (UGM), held a guest lecture for the Agribusiness Management course with the topic “Customer Behavior”. The event featured Prof. Wirawan Dony Dahana from The University of Osaka, Japan, an expert in marketing and consumer behavior. The lecture was enthusiastically attended by students eager to deepen their understanding of customer behavior and its application in modern agricultural business strategies.
In his presentation, Prof. Dahana explained the importance of understanding consumer behavior as the basis for decision-making in agribusiness management. Understanding customer preferences, motivations, and consumption patterns is key to developing sustainable, adaptive, and market-oriented agribusiness models.
In addition to providing theoretical insights, the lecture also emphasized practical aspects through case studies and examples of successful marketing strategy implementation in the agricultural sector. During the discussion session, students actively asked questions to deepen their knowledge about consumer behavior that can be applied in agriculture.
This guest lecture is part of a series of activities in the 2025 Impactful Campus Competition Program (PKKB) from the Higher Education Data Center (PDDIKTI), which aims to improve the quality of learning, broaden global perspectives, and strengthen student competencies in facing the challenges of the dynamic agribusiness world.
This guest lecture also supports the achievement of several Sustainable Development Goals (SDGs), including SDG 4: Quality Education – strengthening the quality of learning through understanding consumer behavior and applying sustainable business strategies. SDG 8: Decent Work and Economic Growth – encouraging innovation and entrepreneurship in the agribusiness sector. SDG 12: Responsible Consumption and Production – raising awareness of responsible consumption behavior in the agricultural industry.
Through this activity, students are expected to integrate their understanding of consumer behavior into ethical, efficient, and sustainable development-oriented agribusiness management practices.
Author : Aprilia Dwi Hastuti
Admin of the Website for the Agricultural Economics and Agribusiness, Faculty of Agriculture, UGM