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The demand for palm sugar has been consistently increasing each year, particularly due to the growing public awareness of health benefits. Palm sugar is considered a safer sweetener option due to its low glycemic index and absence of side effects. The primary objective of this research is to analyze consumer perceptions regarding the attributes of palm sugar. This analysis is crucial in assessing consumer satisfaction and loyalty toward palm sugar consumption. Consequently, the findings will contribute to enhancing the marketing mix strategies for palm sugar. The survey method was employed to conduct this research, with a sample size of 30 consumer respondents selected through random sampling. Additionally, an opinion poll was conducted with key individuals to gather insights on the development of palm sugar products. The collected data were then analyzed using a prospective analysis approach. The research results indicate that specific attributes significantly influence consumer perceptions when purchasing palm sugar. Consumer perceptions in purchasing palm sugar are based on details of the marketing mix attributes which are the determining attributes, namely: taste, quality, palm sugar color, texture, popularity of craftsmen, and price. The marketing development implications of this research are improvements to three attribute components, namely raw material composition information, product standards, hygiene, partnerships, and technology. This serves as a consideration for craftsmen to improve consumer perceptions of palm sugar. [ABSTRACT FROM AUTHOR]

Urban farming is important in supporting food security in urban areas. This study aims to identify the use of communication media in implementing urban farming and supporting institutions in the application of urban farming. This research was conducted using a survey method with samples selected in tiers representing each extension institution of farmer women groups. Furthermore, data were gathered from interviews and FGDs. The results showed that accessing information and communication behavior was in the excellent category with a score of 4.65. There are different types of facilities that are currently used by farmers to access information, namely smartphones where the extension workers always provide information related to farming, and printed extension media such as brochures, flyers, and books related to vegetable farming. Farmer knowledge about information sources is also in an excellent category. They know the types of information sources and how to get information according to their needs that comes from reliable and accurate sources. Farmers received full support from local leaders and the government through the food crops and fisheries office of the city of Pekanbaru with regular counseling held by extension workers, and socialization related to urban farming. [ABSTRACT FROM AUTHOR]