The Agribusiness Study Program at the Faculty of Science and Technology (FST), UIN Syarif Hidayatullah Jakarta, successfully hosted a General Lecture (Stadium General) themed “Consumer Research to Win Agribusiness Industry Competition” on Friday (October 9, 2026). This academic event was attended by hundreds of Agribusiness students across multiple cohorts, ranging from the batch of 2023 to the newly enrolled batch of 2026.

The event featured professional research and business strategy expert, Sandi Noorzaman, S.Si., M.M., Director of PT Ayaskara Nisita Synergi and Lecturer at STIE GICI, as the main speaker.

The Imperative of Understanding Consumer Behavior and Market Dynamics

In his presentation, Sandi Noorzaman emphasized that the modern agribusiness sector can no longer rely solely on production efficiency (on-farm). Instead, market success is heavily dictated by a deep comprehension of consumer expectations, needs, and shifting behavioral trends (off-farm).

“Competition in the modern agribusiness market is increasingly fierce. Without robust and measurable consumer research, any agribusiness product regardless of its quality will struggle to penetrate the market and sustain long-term growth,” stated Sandi Noorzaman before the attendees.

He further dissected modern market research methodologies, market segmentation techniques, commodity and processed product preference analysis, and the execution of data-driven marketing strategies tailored to current agrifood industry developments.

Equipping Students for Market Competitiveness

This General Lecture was designed to broaden students strategic vision and foster an entrepreneurial mindset responsive to market dynamics. High enthusiasm was evident throughout the interactive Q&A session between students from the 2023–2026 cohorts and the speaker.

Through this initiative, the Agribusiness Study Program at UIN Syarif Hidayatullah Jakarta reinforces its commitment to delivering practical industry insights from experienced practitioners, preparing innovative, competitive graduates ready to lead the future of the agribusiness industry.