Yogyakarta, November 26, 2025 – The Agricultural Economics and Agribusiness Study Program, Faculty of Agriculture UGM, held a Guest Lecture for the Agribusiness Management Course, featuring Prof. Wirawan Dony Dahana from The University of Osaka, Japan, as the guest speaker. This guest lecture, themed “Consumer Behavior,” aimed to enhance students’ understanding of modern marketing dynamics, particularly regarding consumer behavior in the digital age.

In his presentation titled “Marketing in the Digital Age: The Role of Media Multitasking and Word of Mouth,” Prof. Dony introduced the concept of Media Multitasking (MM), which refers to the simultaneous use of two or more media and its impact on advertising effectiveness, consumer visits to sales sites, and purchasing decisions. He emphasized that the influence of MM is not always negative. Research results show that the impact of multitasking greatly depends on consumer motives, such as efficiency, control over information, information needs, and habits. Analysis using a latent model shows that each motive produces different responses to advertising exposure, advertising repetition frequency, and media consumption context. read more

With the spirit of international collaboration, the EPA Study Program implements case-based learning in the agribusiness management course. The implementation of case-based learning is carried out to prepare EPA Study Program students to face global challenges. The class involves students from three countries, namely Indonesia, Japan, and South Korea. They succeeded in formulating innovative solutions to actual problems in the agribusiness sector.

The activity, which was held on November 26, 2024, carried two main themes, namely production risk management and human resource management. Students were divided into two large groups to explore each theme. By using a case-based learning approach, they were required to analyze real cases in the agribusiness industry, formulate problems, and design effective solutions from three countries, namely Indonesia, Japan, and South Korea. read more

On Wednesday, October 30, 2024, the UGM Agricultural Economics and Agribusiness Study Program held a guest lecture on agribusiness management with the topic of neuroscience applications in neuromarketing. The resource person in this guest lecture was Bambang Iman Santoso, a neuro-enthusiast and Co-Founder of the Neuronesia Learning Center (NLC) at PT Neuronesia Neurosains Indonesia. The application of neuroscience in marketing is one of the important sciences that should be studied by an agricultural marketer because this science can perfect existing marketing science. read more

The Agricultural Economics and Agribusiness Study Program invited Shofyan Adi Cahyono from Sayur Organik Merbabu for the second time for a guest lecture with the theme Marketing of Organic Commodities on Saturday, 21st October 2023. Shofyan Adi Cahyono said that market demand for organic products in Indonesia is increasing. This trend shows that there is an increase of 20% every year. The increase that occurs undoubtedly cannot be separated from the desire to live a healthy life or “back to nature”. read more