59 REFERENCES David, F. R., & David, F. R. (2022). Strategic Management: A Competitive Advantage Approach, Concepts and Cases, Global Edition (17th ed.). Pearson International Content. https://bookshelf.vitalsource.com/books/9781292441351 Goodwin, P., & Wright, G. (2014). Decision Analysis for Management Judgment, (5th ed.). Wiley Global Education UK. https://bookshelf.vitalsource.com/books/9781118887875 Harrison III, R. L. (2013). Using mixed methods designs in the Journal of Business Research, 1990–2010. Journal of Business Research, 66(11), 2153-2162. Harrison, R. L., & Reilly, T. M. (2011). Mixed methods designs in marketing research. Qualitative Market Research: An International Journal, 14(1), 7–26. Hutabarat, H. (2013). Sikap Petani terhadap Usaha Pembibitan Durian di Kecamatan Kemranjen Kabupaten Banyumas. Agritech: Jurnal Fakultas Pertanian Universitas Muhammadiyah Purwokerto, 15(1). Kementerian Koordinator Bidang Perekonomian Republik Indonesia. (2022, 14 Agustus). Kembangkan Ketangguhan Sektor Pertanian, Indonesia Raih Penghargaan dari International Rice Research Institute. Retrieved from https://www.ekon.go.id/publikasi/detail/4443/kembangkan-ketangguhan- sektor-pertanian-indonesia-raih-penghargaan-dari-international-rice-research- institute Perdana, T., Renaldi, E., & Hermiatin, F. R. (2016). DURIAN SUPPLY CHAIN CHARACTERISTICS IN INDONESIA. ON ECONOMICS AND BUSINESS 2016, 562. 60 Plantations International. (n.d.). Global Market Report: Growing Your Future - Durian Market . Retrieved from https://www.plantationsinternational.com/docs/durian-market.pdf Pratiwi, M. A. (2022). THE DIFFERENCES BETWEEN THEORETICAL FRAMEWORK AND CONCEPTUAL FRAMEWORK IN SCIENTIFIC RESEARCH. Idealog: Ide dan Dialog Desain Indonesia, 7(2), 199-210. Pusat Data dan Sistem Informasi Pertanian Kementerian Pertanian. (2023). Analisis PDB Sektor Pertanian Tahun 2023. Jakarta: Kementerian Pertanian. Retrieved from https://satudata.pertanian.go.id/assets/docs/publikasi/Analisis_PDB_Sekt or_Pertanian_2023.pdf Rothaermel, F. T. (2023). ISE Strategic Management: Concepts (6th ed.). McGraw- Hill Higher Education (International). https://bookshelf.vitalsource.com/books/9781266302565 Saunders, M.N. K., Lewis, P., & Thornhill, A. (2023). Research Methods for Business Students (9th ed.). Pearson International Content. https://bookshelf.vitalsource.com/books/9781292402741 Wang, Y., & Ruhe, G. (2007). The cognitive process of decision making. International Journal of Cognitive Informatics and Natural Intelligence (IJCINI), 1(2), 73-85. 61 APPENDICES Appendix A. Semi-structured interview script with the owner and decision- maker of Sambeng Farm No Question Answer 1. What are the vision and mission of Sambeng Farm for the next 5– 10 years. My vision is to establish Sambeng Farm as a well-known premium durian producer in Indonesia, with a strong reputation for quality and authenticity. Our mission is to shorten the distribution chain to deliver the best durians directly from the farm to consumers while empowering local farmers with sustainable farming practices. 2. What are the primary priorities in selecting a sales location. Is the focus more on profitability, brand awareness, or proximity to the market. The main priority is a combination of profitability and brand awareness. I want to ensure that our store is profitable while also building long- term brand recognition, especially if we enter major city markets like Jakarta. Market proximity is also crucial, particularly for maintaining the freshness of the durians. 3. Do you intend to focus on the local market (Pemalang) or expand to other major cities. Of course, I want to expand to the market in big cities. Pemalang is quite attractive because it's close to plantations, but the purchasing power in Pemalang is not better than in big cities. 62 4. How would you describe the target consumers for durians from Sambeng Farm. (Premium segment, middle-class, or both?) Our target is the premium and upper- middle-class segments. We cultivate premium durian varieties such as Bawor, Musangking, Duri Hitam, and Super Tembaga, which are specifically aimed at consumers who appreciate quality and authentic taste. 5. What key factors are important to ensure that a location has the right market. (e.g., purchasing power, trends, or competition level) The key factors are consumer purchasing power, durian consumption trends, and competition levels. We want to enter a market that is not too saturated but has growth potential. Consumption data and consumer preferences are also essential. 6. Do you prefer the sales location to be in a bustling urban area, or do you have a specific location in mind, such as a culinary center. For Pemalang, the store should be in an accessible area for local residents. In Jakarta, I prefer a location in a culinary hub or a busy urban area to attract customers looking for a unique culinary experience. 7. What is the maximum distance that is still considered efficient for sales distribution. Ideally, the maximum distance is within a 200 km radius from the farm to maintain durian freshness. However, for larger markets like Jakarta, which is farther away, we must consider special distribution methods such as daily deliveries or cold storage. 8. What are your preferences regarding location accessibility for distribution vehicles. The location should be easily accessible for large distribution vehicles and have adequate loading 63 and unloading areas. Roads should be in good condition to ensure the durians arrive in perfect condition. 9. Are infrastructure factors (such as road conditions and warehouse availability) important considerations. Very important. Good road conditions affect the quality of durians when they arrive at the store. Additionally, having warehouse or cold storage facilities at the location is an added advantage.