Discourse Network Analysis (DNA) on Preference Consumers on Food
Products Made From Modified Cassava Flour (MOCAF)
RIYANTI ISASKAR1*, FEBRIANANDA FAIZAL2, NEZA FADIA RAYESA3
University of Brawijaya
Veteran, Ketawanggede, Kec. Lowokwaru, Kota Malang, Jawa Timur 65145
INDONESIA
Abstract: - The purpose of this research is to see consumer preferences for food products made from MOCAF by
using Discourse Network Analysis (DNA). Using DNA analysis, issues and concepts of issues can be obtained
which can be used as indicators and variables that determine consumer preferences for food products made from
MOCAF raw materials. The analysis used in this research is DNA analysis. Sources of DNA data come from
various information in cyberspace in accordance with the research context. DNA data processing will produce
statements, actors, concepts/issues, and sentiments, along with the origin of the organization that can be used as
variables and the relationship between existing variables can be known. The findings of this study are obtained
variables that can be used to determine consumer preferences for food products made from MOCAF that is
product quality, product service quality, Indonesian import quantity, consumer satisfaction and marketing
strategy. Originality in this study is the use of DNA analysis in determining the variables used in viewing
consumer preferences for food products made from MOCAF. There is no previous research that discusses
consumer preferences for food products made from MOCAF by using DNA analysis in determining the variables
used.
Key-Words: - Discourse Network Analysis, Food Products, MOCAF, Preference Consumers, Big Data,
Agricultural Development
Received: June 23, 2022. Revised: May 24, 2023. Accepted: June 21, 2023. Published: July 12, 2023.
1 Introduction
The performance of agricultural development or the
agro sector in a broad sense in Indonesia in general is
still far from expectations. Imports of various food,
horticultural, and livestock commodities even tend to
increase. Agricultural development has not been able
to increase prosperity and welfare for production
actors [20]. It was further said that in realizing the
ideals of a sovereign Indonesian nation, one of the
supports is food sovereignty as stated in Law no. 18
of 2012 concerning Food, which is certainly related
to the development of the potential of local resources
in guaranteeing the right to food for the people. Food
sovereignty can only be realized if there are rapid
changes,
The agricultural revolution must be supported by
a revolution in agricultural development policies.
This policy is an umbrella for the three main
components of the agricultural revolution, namely
the revolution in the agricultural production system,
the revolution in the agricultural distribution system,
and the revolution in the character of national food
consumption. Indonesia's population of around 250
million people is a very large market opportunity for
the agricultural product market and is a very potential
source of labor. The increase in food and beverage
consumption of the Indonesian population is a very
significant market potential. If these needs can be met
with domestic products, it can increase farmers'
income significantly. Meanwhile, the wealth of
agricultural products in Indonesia is an opportunity
for the growth of substitute products or supplements
from other products.
The development of non-rice and non-wheat food
diversity in the regions can be encouraged and carried
out through more integrated programs, so that food
security at the household level in all regions can be
guaranteed. One of the food commodities that need
to be considered, especially in Java, is the
development of cassava to be processed into
MOCAF (Modified Cassava Flour). MOCAF is a
flour product from cassava which is processed with
the principle of modifying cassava cells, so that the
results are different from tapioca flour. MOCAF flour
can be used to make pastries, cakes, noodle
ingredients and other product mixtures made from
International Journal of Computational and Applied Mathematics & Computer Science
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E-ISSN: 2769-2477
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wheat so that the results of products made from
MOCAF are not much different from products made
from wheat.
The existence of MOCAF flour as an alternative
to the use of wheat flour will be beneficial for the
national food processing industry, because with
characteristics that are almost the same as wheat flour
and is a local flour product, making MOCAF flour a
very attractive choice. Various types of processed
wheat flour products can be partially or completely
replaced with MOCAF flour, so the transition from
using wheat flour to MOCAF flour does not seem
difficult to do. However, this condition is not as easy
to do as what happens in the field. This is what
underlies this research to conduct DNA analysis on
consumer preferences for food products made from
MOCAF raw materials.
2 Literature Review
Theories that explain the relationship between
attitudes and behavior include the Theory of Planned
Behavior (TPB). Previously in the Theory of
Reasoned Action (TRA) it was stated that the
intention to perform a behavior had two main
predictors, namely attitude toward the behavior
(attitude towards behavior) and subjective norm
(subjective norms). The development of this theory
(TRA) is the theory of planned behavior which finds
other predictors that also affect the
intention/intention to perform a behavior by
including the concept of perceived behavioral
control.
Ajzen (1991) and Taylor & Tood (1995) state that
behavioral intention indicates a person's decision to
perform or not to perform a certain behavior [1][22].
The concept of behavioral intention states that an
individual's motivation to engage in behavior is
defined by the attitudes that influence the individual's
behavior. Behavioral intentions indicate how much
effort an individual puts into committing to a
behavior. The amount of a commitment defines the
realization of the behavior. The concept of intention
is closely related to this intention as mentioned. That
behavioral intention shows how much effort an
individual puts into committing to a behavior. The
amount of a commitment defines the realization of
this behavior [17].
Various theories of consumer behavior state that
human needs are not only met by motivation but also
external things such as cultural, social and economic.
Purchase decisions and product choices are often
influenced by psychological impulses. It is not
uncommon for consumers to decide to choose and
consume certain products in the context of self-
actualization as well as a means of entering the
expected community. In this case, we know that the
product is not designed to meet the functional needs
alone but also to satisfy the social and psychological
needs of the consumer.
Expectancy disconfirmatory theory with
performance approach is often used in studying
consumer satisfaction. This theory explains the
degree to which the performance or performance of
products/services exceeds consumer expectations.
Disconfirmation is the difference between
expectations before making a purchase and
expectations after buying [13]. He further explained,
there are three types of disconfirmation, namely
positive disconfirmation occurs when the
performance of the product/service consumed
exceeds expectations, on the contrary negative
disconfirmation occurs when the product/service
performance is below expectations, meanwhile
neutral disconfirmation occurs when the performance
of the product/service is in accordance with
expectations (hope).
The era of free trade is a commitment in the
context of international life which must be faced with
full competition [19][15]. Marketing is an important
factor in industrial activities related to meeting
consumer needs and desires [7][18]. Therefore,
increase the value of the product must be a long term
goal [5][14]. The government must find new
breakthroughs to face the ever-changing market
[3][6][8]. According to the American Marketing
Association in Kotler and Keller (2008) that
marketing is an organizational function and a set of
processes for creating, communicating and delivering
value to customers in order to manage customer
relationships in ways that benefit the organization
and those who expect the organization. Furthermore,
it is said in Kotler and Keller (2012) that marketing
is a total business activity designed to plan, determine
prices, promote and distribute products and services
with the desire to satisfy consumer needs which are
expected to be able to anticipate global developments
[10].
According to Kotler & Armstrong (2012),
marketing is a process by which companies create
value for customers and build strong customer
relationships to capture value from customers in
return. This opinion can be interpreted, marketing is
a social process that makes individuals or groups
obtain what they need and want through the creation
and reciprocal exchange of products and value with
others [16]. Meanwhile, Salomon (2003) defines
marketing management as the process of planning
and implementing thought, pricing, promotion and
distribution of ideas, goods and services to create
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exchanges that satisfy individual and organizational
goals.
Gerald Z. and Melanie Wallendorf (1979) in
Mangkunegara (2002) explain that consumer
behavior is the actions, processes, and social
relationships that individuals, groups, and
organizations undertake in obtaining, using a product
or other as a result of their experience with products,
services, and other resources [12]. Kotler and Keller
(2008) consumer behavior is the study of how
individuals, groups and organizations choose, buy,
use and place goods, services, ideas or experiences to
satisfy their wants and needs [11]. The same thing
was conveyed by Hawkins and David (2010),
consumer behavior is a field of science that studies
how individuals, groups and organizations choose,
make purchases, use, and utilize goods, services,
ideas [9].
Meanwhile, Sumarwan (2014) explains that
consumer behavior is all activities, actions, and
psychological factors that encourage these actions
before buying, when buying, using, spending
products and services after doing the things above or
evaluating activities [21]. Based on these definitions,
it can be concluded that consumer behavior is all the
activities of individuals, groups and organizations in
searching for, buying, using, evaluating and
disposing of products, services and ideas that can
satisfy their needs and desires.
The analysis used in this study is one type of
sentiment analysis, namely Discourse Network
Analysis (DNA), which is an analysis used to obtain
actors and issues from consumer preference
problems. The source of this analysis is news or
statements on social media regarding consumer
preferences.
3 Method
The data used in this study is data from digital
newspapers. The data was then analyzed by
Discourse Network Analysis (DNA).Sources of
DNA data come from various information in
cyberspace (mass media, journals, articles, and
others) in accordance with the research context. The
content is then used for DNA analysis by processing
it on the Discourse Network Analyzer software. In
DNA data processing, statements, actors,
concepts/issues, sentiments, along with the origin of
the organization will be generated.
Discourse Network Analysis (DNA) can be
used to process unstructured text data which can later
be concluded based on the results of data processing
(Benny, 2020; Fernandes et al., 2014) [2][3]. Data
processing is done through the Visone software. Data
processing using this software is to import text data
consisting of actors (characters), institutions, and
statements of the actors (characters). Then the
statement of the actor (character) can be coded
manually. The next step based on the results of the
encoding can be converted into network data.
Through network data, it is possible to know the
actors (characters) and the issues discussed regarding
MOCAF consumer preferences.
4 Conclusion
Based on the results of the Discourse Network
Analysis (DNA), two things were obtained, namely
issues and actors in the organization related to
consumer preferences for food products made from
Modified cassava flour (MOCAF). The results of
DNA analysis on content obtained from cyberspace
are presented in the form of a chart as shown in
Figure 1 below.
Figure 1. Actors and Issues of Food Products Made
from Modified Cassava Flour (MOCAF)
Source: Researcher Process, 2021.
In Figure 1, the results of the Discourse
Network Analysis are presented using the Visone
software. In the picture there is a black circle icon that
shows the actors in consumer preferences for food
products made from Modified Cassava Flour
(MOCAF) and a black square icon that shows the
issues in the topic. On the other hand, there are lines
connecting the circle and square icons. Thus, the line
shows the results of mapping the relationship
between actors and issues on consumer preferences
for food products made from Modified Cassava Flour
(MOCAF). The green line in the figure shows the
narrative of positive sentiment, the red line shows
negative sentiment, while the blue line shows some
discourses that contain positive and negative
sentiment results.
Based on Figure 1, similar issues are further
grouped into main issues. These actors and issues
were analyzed by DNA, with the results in the form
of a chart as presented in Figure 2 below.
International Journal of Computational and Applied Mathematics & Computer Science
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Figure 2. Main Issues of Food Products Made from
Modified Cassava Flour (MOCAF)
Source: Researcher Process, 2021
In Figure 2 there is also a black circle icon that shows
actors in the organization on consumer preferences
for food products made from Modified Cassava Flour
(MOCAF) and a black square icon that shows the
issues in the topic. The green line shows the narrative
of positive sentiment, the red line shows negative
sentiment, while the blue line shows some discourses
that contain positive and negative sentiment results.
Based on topic searches regarding consumer
preferences for food products made from raw
materials Modified Cassava Flour (MOCAF), in
accordance with this study, several issues/concepts
were obtained that could be explored further as
consideration for displaying complete data. These
issues can then be classified into main issues. The
main issues relevant to food products made from
Modified Cassava Flour (MOCAF) can be reduced to
several concepts. The mapping of issues into issue
concepts can be seen in Table 1 below.
Table 1. Analysis of the Concept of Issues
No
.
Issue
Issue
Concept
1
MOCAF flour is a
source of local food-
based carbohydrates
besides rice
Uses of
MOCAF
2
The pattern of
MOCAF
development in
Banjarnegara
deserves to be
imitated
Product
quality
3
Cassava has the
most potential as a
local food source
Positive
4
Balitbangtan
develops MOCAF
production
technology by
improving the
quality parameters
of cassava flour
Positive
5
Based on the tuber
structure, there is
mucus where the
concentration of
HCN is under the
skin which affects
the low quality of
the tubers
Negative
6
Better use of cassava
with low cyanide
acid content
Positive
7
Cassava that is good
for flour is young
and middle cassava
which has the
maximum amount of
starch
Positive
8
Suggestions for
making your own
flour by LIPI
Positive
9
MOCAF strives to
improve product
quality and safety
assurance
Positive
10
Products without
chemicals
Positive
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11
MOCAF craftsmen
in Banjarnegara
need to maintain the
quality and safety of
their food products
12
MOCAF craftsmen
in Banjarnegara
need to maintain the
quality and safety of
their food products
13
Noodle texture and
taste is better
14
The main raw
material for cassava
brownies
15
Advantages of
cassava flour
16
Stable supply of
main raw materials
is important for
cassava brownies
business actors
17
The taste of the
product produced
from MOCAF flour
is not much different
from wheat flour
18
Cassava-based
noodles have a high
protein content and
are safe for
consumption
19
Mo Mie made from
MOCAF and
tempeh flour
20
Cassava is a
potential source of
carbohydrates
Positive
21
Advantages of
moncaf
Positive
22
Cassava production
has decreased due to
decreased
productivity and
land area
Product
Service
Quality
Negative
23
MOCAF technology
can engineer to
improve quality
Positive
24
The principle of
making MOCAF
flour causes changes
in better
characteristics
karakteristik
Positive
25
Low IT usage which
causes low product
quality kualitas
Negative
26
MOCAF tepung
flour development
Positive
27
MOCAF flour
processed products
are selling well
Positive
28
Help the noodle
maker and put it into
practice
negative
29
Production Permit
Positive
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30
Raise the degree of
cassava by making
processed products
31
MOCAF
Banjarnegara
Association tries to
fulfill the HACCP
concept
32
Land potential and
production of
MOCAF flour
33
MOCAF flour safety
standard
34
Positive effect on
Indonesia if
MOCAF flour is
exported
35
Cassava brownie
business capital is
not big
36
MOCAF production
advantage is 5 times
increase
37
Cassava farmer
cluster system can
increase MOCAF
flour production
38
Price and quality of
cassava
39
Cassava flour has
properties that cause
cassava flour
processed products
Consumer
Satisfactio
n
to be less preferred
and have low
economic value due
to aroma, color,
taste, and texture
40
MOCAF flour
noodles are liked by
the public
Positive
41
MOCAF flour
demand from
overseas market
pasar
Positive
42
Persistence and
persistence in selling
MOCAF
Positive
43
During the COVID-
19 pandemic, belief
in the power of
science and nutrition
has a positive impact
on people's lives
Positive
44
Strengthening food
is important because
there are many FOI
findings in the field
which show that
vulnerable people
are still hampered by
access to food,
especially for
toddlers due to
economic
constraints and
parenting patterns.
Positive
45
MOCAF flour is
healthier and has
almost the same
benefits as wheat
flour and is suitable
for various
processed products
Consumer
Preference
Positive
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46
Making food based
on MOCAF flour
47
Making food based
on MOCAF flour
48
The slow food
movement raises the
diversity of local
foods and
ingredients
49
Lilly has
implemented a slow
food diet
50
MOCAF tepung
flour development
51
Types of instant
noodles for sale
52
Noodles are
accepted by the
community and the
beginning of
marketing noodles
53
Many people are
interested in
learning how to
make moncaf
noodles
54
MOCAF noodles are
suitable for Japanese
society and there are
plans for
cooperation
55
MOCAF flour prices
vary
Positive
56
MOCAF flour as an
alternative to wheat
flour
Positive
57
Positive effect on
Indonesia if
MOCAF flour is
exported
Positive
58
Reasons for being
interested in
becoming a moncaf
producer
Positive
59
The slow food
movement raises the
diversity of local
foods and
ingredients
Local
food
Positive
60
Development of
cassava processing
Positive
61
MOCAF tepung
flour development
Positive
62
Hope for Indonesia
to be food sovereign
Positive
63
The economic
impact at the
household level
greatly affects the
fulfillment of
children's basic
needs, namely food.
The problem of child
nutrition is one of
the socio-economic
risks caused by the
Impact of
the Covid-
19
Pandemic
Negative
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COVID-19
pandemic.
64
cassava brownie
product turnover
Product
turnover
65
Working capital to
produce MOCAF
Venture
capital
66
MOCAF's wide
sales reach
Marketing
strategy
67
MOCAF flour raw
material needs
Raw
material
requireme
nts
68
Indonesia is the 2nd
largest cassava
producing country in
the world, but the
farmers are still poor
Indonesia
import
quantity
Source: Researcher Process, 2021
Table 1 above shows that there are 12 issue concepts
which can then be compiled into minor propositions.
It is understood that local food and the use of
MOCAF are the driving force and influence various
aspects of life. In this regard, the following
proposition can be formulated.
1) Local Food determines Raw Material Needs
2) Local Food determines Business Capital
3) The use of MOCAF determines Raw Material
Requirements
Related to consumer preferences, aspects of business
capital and raw material needs are important. Some
things are levers of business capital and raw material
needs, for example related to quality. This can be a
perspective in formulating the following proposition.
4) Business Capital determines Product Quality
5) Business Capital determines Product Service
Quality
6) Business Capital determines Indonesia's Import
Quantity
7) Raw Material Needs determine Product Quality
8) Raw Material Needs determine Product Service
Quality
9) Raw Material Needs determine Indonesia's
Import Quantity
Then several things are levers of product quality,
product service quality, and the quantity of
Indonesian imports. This can be a perspective in
formulating the following proposition.
10) Product Quality determines Consumer
Satisfaction
11) Product Quality determines Consumer
Preference
12) Product Service Quality determines Consumer
Satisfaction
13) Product Service Quality determines Consumer
Preference
14) Indonesia's Import Quantity determines
Consumer Satisfaction
15) Indonesian Import Quantity determines
Consumer Preference Pre
16) Consumer Satisfaction determines Consumer
Preference
Consumer preferences for MOCAF products
should pay attention to Consumer Satisfaction,
Marketing Strategy, and the Impact of the Covid-19
Pandemic to increase the turnover (profit) obtained.
Therefore, the following proposition can be
formulated.
17) Consumer Satisfaction determines Product
Turnover
18) Consumer Preference determines Product
Turnover
19) Marketing Strategy determines Product Turnover
20) The Impact of the Covid-19 Pandemic
determines Product Turnover
These propositions become perspectives in the
preparation of the following propositions.
Local Food determines Consumer Preference on food
products made from MOCAF
1) The use of MOCAF determines consumer
preferences for food products made from
MOCAF
2) Raw Material Needs determine Consumer
Preferences on food products made from
MOCAF
3) Business Capital determines Consumer
Preference on food products made from MOCAF
4) Product Quality determines Consumer
Preference on food products made from MOCAF
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5) Product Service Quality determines Consumer
Preference on food products made from MOCAF
6) Indonesia's Import Quantity determines
Consumer Preference on food products made
from MOCAF
7) Consumer Satisfaction determines consumer
preferences for food products made from
MOCAF
8) Consumer Preference determines Consumer
Preference on food products made from MOCAF
9) Marketing Strategy determines Consumer
Preferences on food products made from
MOCAF
10) The impact of Covid-19 determines consumer
preferences for food products made from
MOCAF
Based on these minor propositions, the concept
of issues can be divided into three parts (groups).
First, the input issue which consists of issues related
to Local Food, Use of MOCAF, Basic Material
Needs, Business Capital, Product Quality, Product
Service Quality, and Indonesian Import Quantity.
Second, the process issue which consists of issues
related to Consumer Satisfaction, Marketing
Strategy, and the Impact of Covid-19. Third, the
output issue which includes the issue of Consumer
Preference and Product Turnover. The
interrelationships between the sections (groups) of
these issues can be used to construct major
propositions. Thus, the major proposition can be
formulated as follows.
1) Input issues affect process issues
2) Process issues affect output issues
3) Output issues affect consumer preferences for
food products made from MOCAF
Theories or models can be presented in one or a
combination of the following 3 forms:
a. Verbal formulation. In this form it means that the
theory or model is presented in a series of
descriptions which are theoretical statements.
b. Mathematical formulation.
c. Curves, graphs or displays.
By referring to this perspective, from the minor and
major propositions that have been mentioned, the
sub-models in analyzing Consumer Preferences on
food products made from MOCAF based on the
concept of issues can be arranged as follows.
Figure 3. Formed Variables
Source: Researcher Process, 2021
5 Conclusions and Suggestions
Based on DNA analysis, five variables were
obtained regarding consumer preferences for food
products made from MOCAF. The five variables are
product quality, product service quality, Indonesian
imports quantity, consumer satisfaction and
marketing strategy. In addition, the variables formed
from DNA analysis are thought to have the following
relationships:
1) Product quality determines customer satisfaction
2) Product quality determines marketing strategy
3) Product service quality determines customer
satisfaction
4) Product service quality determines marketing
strategy
5) Indonesia's import quantity determines consumer
satisfaction
6) Indonesia's import quantity determines marketing
strategy
7) Consumer satisfaction determines consumer
preferences
8) Marketing strategy determines consumer
preferences
So that the advice given is based on the results
of DNA analysis, namely when you want to know
consumer preferences for food products made from
MOCAF raw materials, it is necessary to pay
attention to the variables of product quality, product
service quality, Indonesian imports quantity,
consumer satisfaction and marketing strategy.
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International Journal of Computational and Applied Mathematics & Computer Science
DOI: 10.37394/232028.2023.3.6
Riyanti Isaskar, Febriananda Faizal,
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International Journal of Computational and Applied Mathematics & Computer Science
DOI: 10.37394/232028.2023.3.6
Riyanti Isaskar, Febriananda Faizal,
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E-ISSN: 2769-2477
49
Volume 3, 2023