Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Petani dalam Memilih Benih Padi Bersertifkat PT SHS (Sang Hyang Seri) di Kabupaten Bogor

Abstract

PT SHS is one of the companies that facing competition in the seed industry in Indonesia. The purpose of this research are: 1) to identify characteristics and decision-making process of purchasing seed certified by rice farmers, 2) to analyze the factors that influence the decision-making process of farmers, 3) determines the managerial strategy/marketing mix which right for the company. Based on interviews with 50 farmers selected by simple random sampling, shows that most of the farmers were middle-aged, with only past elementary school, own land holdings with an area of 0.8-3 hectares, and earn more than $ 9 million. The purchase decision making process by farmers based on their desire to obtain high rice iii productivity, information on certified seed retrieved most of the farmers through the stall saprotan, the main criteria into consideration in selecting the seed farmers rice is certified seed, and the seed quality that is certified is the most used by farmers is a brand of seeds from PT SHS, those purchasing is a done individually. Further analysis of the factors that affect farmers in the decision-making process of purchasing a certified padi seeds showed that the economic and the product is the most influences factor that affecting purchasing decisions by farmers where the primary variable of this factor is the quality of the seed. Therefore, the quality of the seed is a priority to be considered in order to win the competition.