Involvement is crucial in explaining emerging consumer behavior, such as purchasing and consumption decisions. Consumer involvement and purchase decisions are influenced by product attributes, resulting in differences in segmentation. Therefore, this study aims to examine consumer involvement in various beef segmentation categories and their product attributes. This would enable the profiling of consumer segmentation based on their level and type of involvement. The data were collected through an unrestricted self-selected survey run among 303 consumer and 4 consumer segments were identified. Furthermore, the One-way ANOVA F-tests with post-hoc Tukey multiple comparison test of mean scores and Pearson's chi-squared were used to achieve the second objective. The results showed concerned-consumer and cautious-consumer segment place emphasis on the economic value of the product when making purchasing decisions. In contrast, there was no distinction between functional and symbolic values of involvement in each consumer segment. This indicates that concerned-consumer, cautious-consumer, indifferent-consumer and straightforward-consumer segment perceive the advantages of purchasing beef. Furthermore, the concerned-consumer segment scored high on all product attributes. This study found that consumer with high involvement may consider a variety of factors before purchasing a product. Nevertheless, a low level of consumer involvement has less information to be apprehensive about, and improved consumer service can assist the cautious-consumer and concerned-consumer segment by simplifying the various information considered. Also, the identification of consumer segment based on balancing their attitudes towards meat consumption is of fundamental importance for the development of strategies in the red meat sector. The formulation of the market orientation has implications for product differentiation and marketing communication strategies.

Agriculture has been developing, which attracts more attention from all aspects of the economy. Besides, the industrialization of agriculture is the process of transforming agricultural production towards a comprehensive industrial direction in all aspects such as implementing livestock industry or agricultural mechanization, modernization of farming process, production in the form of modern farming (intensive farming, increasing crops, fertilizing in cultivation, and animal production). Thanks to the application of science, technology, and technology in the agricultural sector, agriculture activities have improved their productivity. Agricultural products include cattle, fish, poultry, and crops. The methods include economic institutions (economic laws such as supply and demand, value, competition) and legal, political institutions. One of the methods to implement agriculture extension is a cyber extension or using the power of online networks, computer communications, and digital interactive multimedia. The paper aimed to provide an overview of cyber extension in the context of agriculture development. Keywords: Cyber extension, agriculture extension, adoption, agricultural development

This study was implemented to determine benefit distribution from the value chain and analyze Jakarta’s local beef market’s price determination processes. The research method was a survey, and a purposive sampling technique was used to select key informants. A structured questionnaire was designed to collect the data supplemented with focus group discussion. Data were analyzed using descriptive quantitative statistics. The descriptive statistics revealed a market structure based on the elements to have many consumers and suppliers with ex-imported cattle (98 percent) and local cattle from East Nusa Tenggara and East Java (2 percent) fulfilled the demand in a year. Middlemen in the supply chain have more significant benefits than producers (feedlots and farmers) and consumers. The implication of the study is developing a business model for modern retail or butchering-based meat shops that increases the added value of local meat and benchmarking of a long beef chain efficiency at post-cutting (downstream). The development of a modern retail business model is expected to drive the shifting system sales of beef from a commodity to a product basis.

Consumers need to search for extensive and impartial information before purchasing to obtain the best product when choosing appropriate beef products. The study aimed to understand the correlation between consumer involvement and consumer purchase decisions concerning in selection of packaged beef. The primary data were collected by the structured questionnaire and disseminated to 303 respondents. Method of the study is a survey, and data were analyzed and interpreted using Spearman Rank Correlation. Studies using a one-sample t-test indicate significantly different involvements to hypothesized value on economic, functional, and symbolic dimensions. Furthermore, the correlation between consumer involvement and consumer purchase decisions showed a positive influence. This study found that consumers remain to prioritize the economic dimensions in case of purchasing packaged beef products. The marketing challenges of livestock products can be overcome by developing a strategy based on consumer involvement.

Processed animal protein is typically preferred over fresh livestock products for consumption because it is more stable and environmentally friendly when stored over a long period. Therefore, this preliminary study aimed to determine consumer preferences for processed meat products based on consumer choice brand priorities. The consumers were asked to select three preferred processed meat product brands, including sausage, corned beef, meatballs, nuggets, and meat floss, as well as the primary reason for their selection. The study included 450 meat consumers who were selected by purposive sampling. Subsequently, descriptive statistics and Chi-Square analysis were used to determine the preferences among the three product selections. The results showed that the three main preferences of consumers in selecting processed meat products were based on taste, quality, and price in that order. Consumers preferred and selected products with superior taste and quality but were more likely to consider price as the priority decreased. Therefore, the ability to understand consumer preferences plays a key role in developing a sustainable product since cost is not considered a primary concern.