Objective – The purpose of this paper is to investigate the ways rice producers work with other stakeholders to maximize business potential of rice agribusiness by identifying problems, suggesting solutions, and developing a stakeholders’ participatory framework as a guideline tool for the implementation. Methodology/Technique – We conducted a mixed method of qualitative and quantitative research, which was structured in accordance with participatory processes. First, we identified rice agribusiness underlying problem from the supply side through interview to the rice producer and retail observation; and from the demand side by assessing consumer preference through focus group discussion followed by survey to 396 respondents using conjoint analysis. Then, we held stakeholders dialogue involving 56 farmers and 17 cooperative employees. Findings – This research identified key stakeholders and the way they participate in 3 areas of rice agribusiness, i.e., rice production, skill and knowledge, and marketing strategy to position the authentic characteristics of Pandan Wangi rice from West Java, Indonesia with Geographical Indication certification as signal of quality for its target market. Novelty – This paper contributes a different approach of stakeholders’ participatory framework by focusing on the specific area of participation in rice category. Type of Paper: Empirical. JEL Classification: M31, Q13 Keywords: Consumer Preference; Geographical Indication; Participatory Framework; Rice Producer; Stakeholders Reference to this paper should be made as follows: Purwanegara, M.S; Garnida, N; Kusumawati, N. (2021). Stakeholders’ Participatory Framework in Rice Agribusiness, Journal of Business and Economics Review, 5(4) 59–68. https://doi.org/10.35609/jber.2021.5.4(6)

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PT Kereta Api Indonesia (KAI) is a railway transportation service provider in Indonesia. In 2019, KAI launched railway courier service to support logistic sector, called Rail Express. Despite the advantages of railway courier service in providing low-cost fee and minimum risk of time delay and accident, low market penetration indicates brand awareness in the market is still very low. The main objective of this study is to develop customer-based brand equity strategy for railway courier service, by using Rail Express as the case to carry out the research. This study used a series of qualitative method research to fully comprehend the business situation and propose the solution to the business problem. First, in-depth interviews were conducted to the management and staff of KAI to assess external and internal environments of railway courier service. Second, focus group discussions were conducted to gain consumers’ insight related to brand awareness and brand image of Rail Express. The discussion was attended by 16 participants that represent Rail Express target market of e-commerce buyer and seller. Third, this study used TOWS matrix to generate business solution alternatives based on previous analysis findings. As the result, this study formulated three main strategies to build customer-based brand equity: first, integrated marketing communication to establish brand awareness by increasing brand recall and brand recognition; second, brand repositioning to establish brand image by developing brand associations related to positive image and technology; and third, improvement on existing marketing mix, i.e., product, distribution channel, and price strategies.

Financial planners have been presumed to be expensive and luxurious service and are only needed by people who have assets. While in fact, financial planner is more needed by middle-class people experiencing financial issues. However, there are not many financial planning firms that specifically address this problem. FinansialKita is a financial planning online platform that will provide services segmented especially to these particular segments. As a new venture in the financial planning sector, FinansialKita does not have a proper business model and business strategies to enter the market. This paper is made and aims to find a befitted business model and business strategies for FinansialKita, specifically for the young middle-class family. This research used a qualitative approach with case study method. The data were collected by interviewing correspondents’ financial behavior and preferences. The data was then analyzed using the strategy diamond framework to generate a business model for FinansialKita and its business strategies. This research shows that the FinansialKita business model should focus on providing its customers with educational services rather than financial planning consultations. The proposed business strategy will focus on building image, brand, and reputation to gain trust from customers.

Rice is an important food crop in Indonesia pointing to the fact that majority of 267.7 million of Indonesian people consume rice in daily basis. Among hundreds of rice varieties in Indonesia, Pandan Wangi rice is superior rice cultivar and gains Geographical Indication (GI) certification for its unique characteristics. These attributes largely correspond with previous research finding of rice-eating consumers, which chose special features, quality of rice and certification logo as their rice preference (Sakolwitayanon et al., 2018). Despite the huge potential market and superior quality, the growth of Pandan Wangi rice agribusiness is still low. Previous research identified the need of stakeholder analysis to bring up development of rice agricultural sector (e.g. Spangenberg et al., 2018). However, current stakeholder analysis guideline is considered too general, lack applicability in stakeholder identification and good practice, and need a systematic framework particularly in a complex setting (Wang and Anies, 2019). Karakosta et al. (2017) suggested stakeholders' participatory approach which is capable of providing more accurate result based on key stakeholders' opinion in their specific area of expertise. In particular, Krywkow and Hare (2008) have developed four main phases of participatory processes: first, preparation of problem analysis and stakeholder layer; second, stakeholders' familiarization of problem and planning; third, dialogue among stakeholders to gain more solid information and contribute knowledge; and fourth, gaining response from the participants and validating the results. In view of the above, there is a need to investigate participation of key stakeholders in Pandan Wangi rice value chain as an effort to maximize Pandan Wangi rice business potential. Accordingly, the objective of this study is to develop stakeholder's participatory framework as the guideline tools to solve rice agribusiness growth problem. In particular, we assess preference of rice eating consumers, of which the result will generate input for the framework development and thus, allowing Pandan Wangi rice agribusiness to achieve the expected outcomes. Keywords: consumer preference; geographical indication; participatory framework; rice producer; stakeholders